I co-wrote a post with my Futures Company colleague Joe Ballantyne after the Brexit vote that was published on The Futures Company’s Medium site. In the article we argue that the referendum revealed a deep “fear of the future” among many Britons, and that this could have significant implications for brands. Referencing it here for completeness’ sake: here’s an extract.
“The values split
We’ve written before about the deep values split across Europe and north America between an emerging generation of “post-materialists” and the existing “traditionals” and “moderns.” The “post-materialists” are close to becoming a majority, which is always when conflict becomes most intense. The social markers of “post-materialists” are that they are younger, better educated, and more urban, but the values differences are more important. “Post-materialists” are more likely to value diversity; “traditionals” and “moderns” hierarchy. There’s a revealing chart in polling conducted by Lord Ashcroft on the day of the vote.
The values gap on the Brexit vote
Four times as many Leavers think Multiculturalism is a force for bad as do Remainers; three times as many Leavers think social liberalism is a force for bad. More than twice as many Leavers think globalisation is a force for bad, and a slightly higher proportion of Leavers think the internet is a force for bad. The gap on cultural differences around multiculturalism, feminism and the environment is wide, and these values differences speak to profound differences in worldview. These are not unique to the US and the UK. We can see the same differences, with different forms of political and party expression, right across Europe and the United States.
“The disappointing future
And these speak to a deep disappointment in an idea of the future, and of progress, which propelled post-war politics from the mid-1940s to the 1990s. In the UK, the 1997 election was the last in which the winning party had campaigned on an optimistic platform. “Things”, went the song, “can only get better.”
Since then, and even before, globalisation promised prosperity for everyone, but instead, while having profound effects on living standards in Asia, at home it has concentrated wealth even more sharply in the hands of the few. The internet was to be a tool of liberation, but our experience of it is as likely to be of intrusion, a loss of privacy, and a loss of control. The result is that people seek to pull up the drawbridges.
“Amongst people who have utterly given up on the future, political movements don’t need to promise any desirable and realistic change. If anything, they are more comforting and trustworthy if predicated on the notion that the future is beyond rescue, for that chimes more closely with people’s private experiences.”
The notion of “solastalgia,” is relevant here, a word used by environmentalists for “the loss of a sense of belonging to a particular place and a sense of desolation about its disappearance,” even though the place is still physically there. In their enthusiasm for change, brands pursue the leading edge, but they need to be more alert to what it feels like on desolation row.
For the list of values in the Ashcroft research represents a direct challenge to the idea of innovation. Think of it for a moment: for most brands innovation is about novelty, about progress, often about technology. It is clear that the values represented by leavers aren’t those that welcome continual change in the name of improvement.
*The whole article is here.*