How and why has this shift occurred?
People are more connected than ever before, which means they’re more aware of the problems around the world and in their own societies. They are taking their cues from the architects of cool – such as musicians, directors and athletes – and amplifying their voices on a grand scale. Social media platforms have made activism accessible and acceptable in everyday life. Expressions of conservative, nationalistic sentiments such as Trumpism and Brexit are actually stimulating their own counter-balance: grass-roots movements embracing diversity and inclusion. The irony of this is that we’re now experiencing a rise in political engagement, the likes of which we probably haven’t seen since the 1960s. Consumers are very aware of the power they have, and they’re exercising it to shape the kind of world they want to live in.