IPG Mediabrands’ UM unit this week released findings of a global study purporting to identify four cultural shifts reshaping consumer behavior in seemingly contradictory ways.

On the one hand, the study identifies a pattern UM dubs as “retrograde,” noting many consumers are appropriating culture from past decades. On the other, it identified another trend dubbed “recreate,” in which consumers are seeking out new ways of doing things.

The other two big trends — also labeled with “R” words — are “resist,” which indicates a desire for brands to have social activism, and a completely mashed-up word, “reglocalize,” which represents a trend combining “global reach and local connection.”

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