In our fast paced world traditions are more important to consumers.

While it may look a lot like tradition has been thrown out the window in this everything-goes age, consumers are increasingly Remixing Tradition, as we report in our 10 Trends for 2014 and Beyond. Because life seems to be moving so fast, traditions old and new may be more important than ever, something to hold on to as everything else changes. Indeed, a wide majority of people we surveyed across six markets are still invested in preserving their national and cultural traditions, as well as family ones.

Russia tends to be the most concerned about holding on to traditions, whereas Brazil, with its shorter, more turbulent history, is less concerned. Among BRIC consumers, as we reported last year, maintaining the basics of language and food is particularly important. We surveyed 1,003 adults in the U.K. and the U.S. last November using SONAR™, JWT’s proprietary online tool, and 2,417 adults in Brazil, Russia, India and China last July.

Brands can help those consumers who highly value tradition bring the best of the past into the future and adapt customs for a modern context. Nike, for instance, is breaking into a relatively untapped market with sportswear for Muslim women who follow the religious tradition of wearing modest clothing.