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Trending2024
RECKONING
WITH
REALITY
ReportPreview
1
Trending
2024
INTRODUCTION
Asweenter2024,peoplewillneed
toreckonwith4bigquestions:
Welcometothepointofnoreturn.In2024,wewillenteran
eraofreckoning,whereconsumersandbrandsalikewillbe1.Whatdoesitmeantobehuman?
forcedtofaceuptothechallengingrealitywearelivingin.
Thisisaworldwherethesacrificesneededtoreachnetzero
2.Whatdoesitmeantobehealthy?
arebecomingabundantlyclear,wherewellnesscultureis
increasinglyatoddswithurgenthealthneeds,wherethequestfor
individualitymaycompromisetheneedforcommunity,andwhere3.Whatdoesitmeantobesustainable?
thehumanraceitselfisunderthreatfromnewtechnologies.
Issuesthatoncefelttoofarinthefuturetoresolveare4.Whatdoesitmeantobelong?
nowcomingsharplyintoview,andeachofthemrequires
toughchoicesonthepartofgovernments,brandsand
consumers.Thetimehascometoconfronthardtruths,
pickasideandmakedecisions,difficultastheymaybe.
Forbrands,definitiveactionisastrategicnecessity,andin
today’seconomicclimate,theycannotaffordanymissteps.BelowisanexcerptofourTrendin
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