Political identities become polarised within groups, as volatility and protectionism prevent openness to other points of view.
Globalism becomes less attractive to nations experiencing volatility and threat
Steady resurgence of national pride in many markets
Extreme nationalist and protectionist views in many markets
New political self-definition and polarisation amongst consumers
Private and public actors working to ease tensions between divided groups
How is this manifesting?
Through the eyes of our StreetScapers…
"In South Africa, we’re seeing an unfolding hyper-awareness of the economic, racial and gender disparities embedded in our society. The Born Free Spring is a wave of activism started by the youth generation who were never meant to know what apartheid is… They say things that older generations are afraid to say."
Milisuthando, South Africa
"Countries like Sweden and Germany have struggled to integrate refugees, but this political tension has helped generate a wave of apps to connect refugees with their new neighbours… Users chat and arrange meet-ups, and can handle translation between Swedish, Arabic, Farsi and English."
Over half of global consumers agree that they worry the values and traditions that they most appreciate about their country are being eroded by other cultural influences.
German initiatives seek to close the gap between Europeans and immigrants
Start With a Friend connects natives with immigrants for business and social.
Closed online groups like Pantsuit Nation foster outspoken political tribalism
Pantsuit Nation started as a secret Facebook group in the States, encouraging voters to wear pantsuits to polling stations in support of Clinton. It began as a group of thirty and now has 3 million members.