Shocking, yes. But are you really surprised? This new global moment – and the decline in trust that is a part of it – might have arrived in 2016, but it’s been fueled by deep drivers that have been playing out for years:

• Massive inequality. A popular sense, shared by millions, of being shut out of the gains created by globalization. And yes, that sense is made more acute by the relentless visibility of one percenter lifestyles in all their Instagrammed ‘glory’.

• Mass migration. From Syria to China to Mexico, mass economic and politically-driven migration and refugee crises are triggering social tension, the rebooting of nationalisms and the emboldening of old prejudices.

• Post-truth. Online, rising numbers exist inside a filter bubble that serves them information, ideas and news (some of it fake!) that serves to confirm what they already think. The result? Rising polarization.

• Future shock. Vast, ongoing changes to economies, patterns of work and lifestyles, brought about by technology. Millions are aware that even greater change is coming, via automation, AI and more. And that means an uncertain – and perhaps less habitable – future.

No wonder this moment can seem uncertain, chaotic, and even toxic. And for brands? It doesn’t take much to see that they’re operating in a more volatile environment.

Remember #deleteUber? Over 200,000 accounts went down the drain. Budweiser rebranded as America during the 2016 Presidential election. It didn’t work. Then it ran an immigration-related Superbowl ad. That triggered Trump supporters to #BoycottBudweiser (oh, and #boycottbudwiser ;)

Got four minutes?

Here’s Truthful Consumerism explained by David Mattin, our Global Head of Trends of Insights:



So, what does all this mean for business and brands? What’s the future of consumerism in this new moment? How should you respond? How can you survive and thrive in this new environment? Our position in a nutshell:

The future still belongs to those who believe in progress. And progress comes via innovation. Your response as a brand to this new moment? Innovate to build a better future – for all.

Yes, we know that this new era poses serious challenges to governments, individuals and, yes, to many brands. However there’s also a massive opportunity here. This is a uniquely powerful moment to prove who you are as a brand. What you mean, what you believe, and how you make the world better. So your response in this new moment? Harness the power of innovation to build a better future. No, it won’t be easy. Yes, sometimes it will mean dealing with realities – even people – you don’t like. But that’s no excuse to give up on the power of innovation to fuel progress!

Okay. But how?

Amid all the change and uncertainty of this moment, a set of core truths about our shared future are as relevant as ever. Transparency. Aspiration. Positive Impact. Tolerance. Empowerment. These truths are powerful – and positive – directions of travel sweeping through many advanced and emerging economies.

Ground your innovation in one (or more!) of these forces, and you will ground it in something meaningful and lasting.

To be clear: we’re not saying that after 2016, nothing needs to change! Quite the opposite: we and many others have been saying for years now that much needs to change. And it’s via these five powerful forces shaping our shared future that positive change can and will happen. That is, if innovators seize on them and take action.

So the question becomes: are you going to be part of that story? If you’re thinking yes, then let’s take a look at the five truths in more detail…