ELITRENDS: Precareious

Security stands as the fundamental human requirement. However, in our contemporary world, this security has grown increasingly delicate. Almost one in eight individuals worldwide is in constant motion, with 92% of global citizens harboring apprehensions regarding an impending economic downturn. Furthermore, 70% of consumers across 19 surveyed nations identify the proliferation of false information on the internet as a prominent concern. In the face of an increasingly unpredictable future, consumers are actively seeking out brands to provide them with the means to cultivate resilience. As we step into 2023, how do you plan to empower them with the essential resources for not only surviving but also thriving?

CASE 1 - CRISIS COMPANIONS

Acting as first responders in times of crisis

White Claw, the hard seltzer brand, recently revealed a temporary mural amidst a London heatwave that shattered temperature records. The brand erected a six-meter cooling wall adorned with heat-resistant paint and cooling mats. This innovative installation provided relief to overheated passersby by effectively lowering their body temperatures.

In the modern consumer landscape, actions speak louder than words for brands aiming to contribute to a better world. It's essential to recognize that agility isn't the exclusive domain of startups; established businesses can harness their resources to offer rapid responses during crises. To discover more opportunities in this regard, take a cue from initiatives such as those by the White House and the Heritage Foundation, which aid individuals in managing the impacts of climate change.

Think: What existing infrastructure or services can you immediately employ in a crisis?

CASE 2 - FACT FINDERS

Brands help consumers sort fact from fiction

In September 2022, Brazil's Supreme Electoral Court and WhatsApp joined forces to combat misinformation during the general elections by releasing a set of 12 digital stickers, including an animated one. The goal was to engage young voters and provide them with additional information to prevent the spread of false news on WhatsApp.

Misinformation campaigns on social media continue to exert influence over elections worldwide. A study by the Oxford Internet Institute in 2020 identified evidence of organized manipulation campaigns on social platforms in 81 countries, an increase from 70 in 2019. Real-time information sharing can empower citizens to help each other by acting as watchdogs, educators, and protectors. How can you contribute to helping the public identify and combat misinformation?

Think: How can your internal expertise and reputation be leveraged to reveal the truth?

CASE 3 - RESILIENT FUTURES

Help consumers gain knowledge and skills for long-term change

The NGO Women Initiative for Sustainable Environment (WISE) introduced the COVID-19 and Climate Resilience Program, designed to provide 60 women with leadership, strategy, and technical training to enhance their climate-related initiatives. To foster a global network of peers, mentors, and supporters, WISE organized an event in Kaduna State, Nigeria in September 2022, aimed at reaching local women.

In light of the climate crisis, job automation, and growing inequality, many consumers believe that governmental efforts alone aren't sufficient to address these challenges. They are increasingly turning to businesses, as demonstrated by examples like Natwest and Accor, to acquire the knowledge, skills, connections, and platforms necessary for their success in a world marked by significant disruptions.

Think: How can you facilitate new habits and lifestyle changes to assist consumers in future-proofing themselves?

Conclusion

In a world where security and stability have become increasingly fragile, the future presents both challenges and opportunities. It's evident that consumers are not just seeking products and services; they're looking to brands to provide solutions for building resilience. Whether it's in times of crisis, combating misinformation, or preparing for an ever-changing future, brands have a pivotal role to play. The cases of White Claw's innovative cooling wall, Brazil's digital sticker campaign against misinformation, and WISE's empowerment of women in climate initiatives show us that meaningful action speaks louder than words. To thrive in 2023 and beyond, businesses must ask themselves how they can empower individuals not just to survive but to truly thrive in an uncertain world.