The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

Some Gen Zers are prioritizing shared financial values over physical attraction and religious beliefs in their romantic endeavors. Financial concerns, driven by the rising cost of living, are influencing their approach to love and causing them to adopt long-term planning in terms of finances.

Cards Against Humanity has launched a provocative campaign that offers to pay non-voters to cast their ballot in 2024 and mock Trump. This reflects brands' increasing involvement in social issues, responding to younger voters' desire for authenticity while potentially deepening political divides.

Are we experiencing extremist backlash following substantial social progress? Will election season jeopardise international collaboration? What role do brands have to play in fostering dialogue? In this part of the 2024 Expert Outlook, we speak to Thomas Geven about next year’s political landscape.

Conservative political commentator Candace Owens has been growing in popularity due to her ‘going against the grain’ nature, which is appealing to many Black Gen Zers in the US. But she’s also part of a wider shift in American values and voting amid tough financial times and geopolitical tensions.