# A Radically Better Future: The Next Gen Reckoning for Brands

CSB Blog

February 4, 2021 ![Radically Better Future](/sites/default/files/styles/246w/public/assets/images/Screen%20Shot%202021-02-04%20at%202.22.43%20PM.png?itok=3oPCktM-) CSB Advisory Board Member, [Raphael Bemporad](https://www.stern.nyu.edu/experience-stern/about/departments-centers-initiatives/centers-of-research/center-sustainable-business/about-csb/advisory-groups/csb-advisory-board), as part of [BBMG](https://bbmg.com)'s collaboration with [GlobeScan](https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&ved=2ahUKEwi1vpjx9KPvAhXMmeAKHWWBBNcQFjAAegQIARAE&url=https%3A%2F%2Fglobescan.com%2F&usg=AOvVaw0UmYcy8X8IQNdIDBOkGImq) published the research report, "[A Radically Better Future: The Next Gen Reckoning for Brands](https://www.bbmg.com/wp-content/uploads/2020/12/BBMG_GlobeScan_Radically-Better-Future-Report_2020.pdf)," 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](http://bbmg.com/welcome-to-the-age-of-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](https://www.bbmg.com/wp-content/uploads/2020/12/BBMG_GlobeScan_Radically-Better-Future-Report_2020.pdf).