As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Shared Values

Gen X (born 1967-1981)

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

United Kingdom

Citizenship

Style

As people in Britain usher in Remembrance Day on November 11th, the gesture of wearing poppies in memory of soldiers fallen during past wars – once simply regarded as a patriotic act – is now viewed by some as an unwelcome endorsement of ‘Britishness’ amid declining national pride.

Cultivate

Connection and Belonging

Being Informed

Archetypes

Ruler

Creator

Remembrance poppies spark polarising nationalism debate 