Dentsu Consumer Vision: Universal Activism
Download chapter one to learn more about each of our trends.
Acclimatise now:
By 2030, the fight against climate change will be about adaptation, mitigation, and regulation as we transition to more sustainable lifestyles. Consumers will consider brand inaction on climate change to verge on criminal negligence.
A new data paradigm:
At the same time, brands will be using new, ‘offline’ strategies to reach under-the-radar communities in response to consumers willing to forego convenience and access to digital services for the sake of control over their data.
Kaleido-dentity:
The concept of identity will also give consumers new sources of belonging and identity that brands will need to navigate carefully, from values including attitudes to sustainability, granular minority rights and urban dwelling, for example.