With collectivism comes an inherent awareness of the outside world, leading people to naturally question their own actions among a group and to cast a more critical eye over the brands they buy from. 

Why the rise of collectivism matters for marketing

The younger end of society – Gen Z and Gen Alpha – are the driving forces of a new system, one where status symbols are values, not excess and ownership. Collective action is now required more than ever to tackle bigger existential threats, such as climate change and cause-related politics, and restore a sense of belonging after a...