After nearly 20 years in advertising, seeing countless quantitative presentations about "how people feel", "what people care about" , "how people will change", "what Millennials/Gen Z etc think" , I can only conclude that all of this research has been utterly useless. This is not new news, but people perform for surveys, they tick boxes that sound rather nice. Please can we look towards data on how people are actually behaving, how they've changed in the past, where they spend their money etc I'm sure right now "48.5% of people are thinking about moving home" , 38.3% are seeing "brands which care for the planet", 23.8% of people are "actively looking to spend more time meditating" or "will seek new ways to give back to each other". I'm sure 72.3% of people " want companies to act in ways which show mutual respect, forgiveness and foster understanding" And I can tell you now, it's all just people ticking a box on a form and hoping they are near the end of the survey and they can get back to buying some new reimagined pants on Instagram. …see more