While we can’t control the past, we can influence the future. We are the first generation feeling the impact of our actions on people and planet and the last one that can do something about it. 

We know that people, organisations and brands often want to make positive change, but don’t know how or where to start.

This report maps out the different drivers of change, the underlying friction and needs as well as consumer expectations towards brands. But more importantly it showcases how you can take action.  

This is not a trends report, but a story about what matters. Based on cultural and semiotic analysis in collaboration with Space Doctors, a global online insights community and a 17-market quantification, we bring you 8 themes that highlight what matters in 2024 and beyond.