Futurise® theme

Fighting Spirit

Research we conducted in August 2020 in collaboration with Motivaction shows that as many as half of the Dutch believe that the business community is not taking enough responsibility for addressing current social issues and challenges. This fits the zeitgeist well. After all, on the one hand, the masses are demanding more and more responsibility from governments, organizations and brands. On the other hand, the number of people and companies sticking their necks out for a better world is also increasing. This development triggers a combative dynamic.

Protest and polarization

The number of demonstrations and protest events is increasing. Participation in them creates unity with others creating a sense of power. Not only does this reduce anxiety, it also forces responsibility. But mutual tension and fighting spirit also increase in the coming years. Polarization will lead to a decrease in tolerance in the coming years: people will become increasingly suspicious of anything that deviates from the familiar, from the mainstream and from traditions.

Responsibility

Society expects more and more from organizations, brands and leaders. You can no longer get away with nice talk: the world demands storydoing instead of storytelling. Forward-looking companies actively take up that responsibility and are perceived as meaningful and can count on respect, support and sympathy.

Important developments towards 2030

• Society demands more and more responsibility from institutions and leaders
• That responsibility is being enforced more and more harshly, for example with protests and demonstrations
• Successful organizations do not wait, but take that responsibility seriously
• It is becoming increasingly difficult for companies and brands to remain invisible in the social debate