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.

At the same time, climate change will lead to some brand growth opportunities; for example, the expansion of the wine industry to new terroirs, requiring a careful balance between concrete actions to combatting climate change alongside realising some of its benefits.

By 2030, 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.

More consumers will be deploying personal data assistants to manage their relationships with brands, with brands engaging these assistants more than the customer themselves.

To help govern the ethical implications of this new data economy, we can expect to see the emergence of a new global digital ethics council to ensure brands use their power responsibly.

By 2030 the concept of identity will 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.

At the same time, the pressure for conformity across social and professional interactions means we will likely see the use of AI to warn us when we are about to express a view that may risk a negative reaction. Brands will need to self-educate and act continuously to evolve in step with the demands of younger demographics.