Digital nomadism has been on the rise, but the implications of this trend go far beyond post-pandemic location flexibility and remote work. A cultural shift is taking place in developed countries that sees swaths of people becoming disillusioned with the lure of the “good life” available to prior generations. Digital nomadism offers an alternative path away from expensive, long-term mortgages and a raft of possessions and instead opens the door for people to maximize their income by living in countries with low costs of living. Amid all of this change, the implications for brand strategy and consumers are not yet well understood. The authors’ research identified three major trends that are reshaping consumer behavior and that present significant opportunities for brands: The end of rootedness and need for flexibility; the need for new infrastructures and services that…
