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.”

All together, UM is dubbing the insight as “remix culture,” and says it has profound impact going forward for media, marketing and messaging.

“Remix Culture reveals the path forward on cultural connectivity by going deeper into the types of content that informs cultural identity and influences consumer behavior,” explains Deidre Smalls-Landau, UM’s global Chief Cross-Cultural Officer. “These insights help our clients better understand and navigate cultural trends at a time when trust continues to drop — and it’s more important than ever to make their brands culturally relevant.”

The findings are based on an annual study conducted by the agency. This year’s base included a quantitative survey of 56,397 active internet users conducted in 44 languages, across 81 countries.