“ 2021 will see consumers want and then increasingly demand that the brands they buy stand for something bigger than what they sell, that they take a stand on social issues and use purpose to good for the planet” I keep seeing lines like this in trends decks right now. Of course it would be great if people behaved this way. It would be marvelous if people aspired to this. But there is very little evidence of it. We can frame the data to make that point, we can find cases studies, but it doesn’t seem very true. Not least because nobody has the time to audit the brands they buy. Instead like the vast majority of future trend / consulting documents it’s based on surveys. Surveys that people answer based on what looks like the “correct” answer. Surveys designed to elicit helpful findings. Do some qual, talk to your customers, understand them deeply, understand their needs in depth & above all else get out of the mass delusion of the Marketing bubble. The reality is that Amazon and Facebook couldn't really be more damaging as entities. DoorDash treats workers terribly. Uber isn't a saint. But we're at home, and we're hungry and we press a button and we let principles evaporate because, ¯\_(ツ)_/¯ . We may not like it, I don't, but that doesn't make it less true. …see more