Radical Mutations for the 21st Century Brands

Analyses the two trends that are fundamentally changing the role of brands in the lives of consumers: rise of nativism and domination by platforms, and provides insights to help brands grow.

l. Rise of The Walls

21ST CENTURY WEATHER REPORT

The world is reeling under the hate wave of right wing xenophobia, binaries of 'Us vs. Them'. The hate wave is projected to continue and expand as people turn their back on ideals of liberty, equality and fraternity, which had yielded for the globalised citizens of the 20th Century. While the globalisation opened up the barriers for free-flow of money across the world, the flow of people has been artificially impeded creating great pressures at the arbitrary borders. The potential energy arising from the stalled flow is bound to turn into kinetic energy, overpowering the borders - eventually. That possibility of bursting of dam obviously scares people on either side. Uncertain times, uncertain times.

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