Trends & perspectives

Helping people feel stable and valued helps them to deal with uncertainty and inequality

There are signs of a reset in attitudes towards wealth, money, and status. Many people want brands to help society, and claim to be prepared to pay more to support them.

Divisions can be created by inequalities and rising diversity, but they also create fertile territory where brands can have a voice

Over the past year, there has been a marked return to global brands, but the industry is still seeking the right balance between global and local

Corporations are responding to calls for fairness and support for key issues by making an effort to demonstrate their empathy.

While there is concern about loss of privacy, most feel it is inevitable. Still, businesses cannot take access to private data for granted.

People need to be persuaded that new technologies will improve their lives rather an adopting them without question

Climate change has become a visceral reality and people want collaborative leadership

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