What the rise of collectivism means for brand growth

With collectivism comes an inherent awareness of the world outside of the personal and a deeper understanding of the ‘collective’ each person exists among. It leads people to naturally question their own actions among that collective and subsequently consider with a more critical eye the actions of the brands that they interact with.

Individualism has dominated the past few decades, driven by the increased use of social media and people’s desire and focus on self-promotion. But post-pandemic, things have changed. Following the isolation of COVID-19, lockdowns and house-bound lives, people no longer want to feel alone, and individualism isn’t delivering what it promised in terms of economic and brand growth. The system feels broken. And there’s a sense that people are yearning for change.

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 traumatic...

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