A Radically Better Future: The Next Gen Reckoning for Brands

Radically Better Future
CSB Advisory Board Member, Raphael Bemporad, as part of BBMG's collaboration with GlobeScan published the research report, "A Radically Better Future: The Next Gen Reckoning for Brands," which summarizes the public opinion of 27,000 people across 27 international markets on their current experiences and desires for the future.

Key findings of the report include:
  • 60% of people under age 30 want to restructure our economy to deal with challenges like inequality and climate change, rather than just getting back to normal as soon as possible.
  • 2/3rds of those surveyed say they experienced guilt and shame over their impact on the environment in the past year.
  • As many as 73% of young people are willing to use public protests to raise awareness on the issues of today, including holding irresponsible companies accountable by organizing boycotts.
  • In order to work towards a solution, 81% of young people believe brands are an essential part – and 85% want to share their ideas and experiences with brands to help solve the challenges facing humanity today.
The report also underscores the role that regenerative brands that are aware, additive, and alive will play in the future and provides a self-assesment for brands to guage their progress.

Excerpt: "Young people are looking for a reset rather than a return to the status quo."

Read the full report here.