4 August 2022
Author: Martin Raymond
Unsurprisingly, according to the report’s findings, the fashion, beauty and healthcare sectors scored highest when it comes to categories that are most likely to use trope-laden imagery and content to drive division and dissent.
Three quarters of consumers – 80% in the US and 70% in the UK – are also conscious of the fact that a lack of togetherness will affect their country’s economy. And all are increasingly aware of the importance of togetherness from a sociological standpoint: 71% in the US and 60% in the UK say they enjoy connecting with members from different communities.
It is precisely this desire to connect that is driving our current Neo-collectivism macrotrend.
We are, for instance, witnessing the rise of ‘togetherness economics’ with apps and initiatives such as NextDoor, where you can support your neighbours on more community-focused ways; Buy Nothing, which allows you to collectively share neighbourhood tools; or Vrienden, a furniture brand that operates as a social design network, positioning strangers’ living rooms as showrooms where they can buy furniture.
All of this, along with Web3 and the rise of decentralisation generally, ushers us closer towards a collectivist mindset, and to developing more meaningful and lasting connections. This, says Harvard Professor Robert Waldinger, a key contributor to the report along with myself, is paramount to having a happy and fulfilling life.
And Waldinger should know. He has been instrumental in carrying out one of the world’s longest uninterrupted studies into why social connections are crucial to optimising our sense of wellbeing, happiness and overall sense of social cohesion.
In the report, he refers to these as ‘togetherness traits’, but from speaking to him, I also regard these as future possible, preferable and plausible scenarios which, if implemented correctly, could provide us with a better and more cohesive blueprint for tomorrow.
When thinking about inclusion, for instance, he wonders do we ever ask ourselves who we’re forgetting? When depicting those that are typically left out, how do we portray them? Or indeed, when communicating our brand or notions of happiness and success generally, do we show people connecting with each other, or do our images of the good life depict solitary individuals enjoying their purchases by themselves?
In all instances he’s reminding us about collectivism versus individuality, and the role the former plays, along with togetherness, in encouraging us to create a more cohesive, collaborative and collectivist future.
As Waldinger says: ‘Cohesion ultimately comes from connection.’ But connection as we know it only happens when we come together to listen rather than to tell each other to f**k off.
Interested to learn more? Click below to download the full report PDF.
READ THE FULL REPORT
For more about our client reports and case studies, get in touch with a member of our team.