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Better Futures Co-Lab

Navigating Confrontational Consumerism

Co-creating a guidebook for the 2025+ marketplace

America is more polarized than at any time in the last 50 years with no mellowing in sight. Brands need a guidebook to navigate this charged consumer environment. 

The clashing of the current cultural, economic, and political landscape has given rise to a phenomenon we call confrontational consumerism, where the vocal few are the most influential

This is creating a challenging environment where people are conflicted about where their loyalties lie, brands are challenged with how to behave in real-time, and all of this is happening against a backdrop of socioeconomic disruption and dynamism. 

Adding to the complexity, consumers—especially Gen Z and Millennials—expect brands to reflect their beliefs across various social, political, and ideological dimensions. 

In this 2-month Co-Lab, we will explore the intricacies of this emerging future and its far-reaching implications for businesses and brands to generate a powerful and unique perspective. 


Become a Co-Lab Sponsor

Don’t pass up the chance to participate in this truly unique study where the research is shaped by the specific questions you and your peers are looking to answer. In addition to gaining invaluable peer-to-peer learning and connections, this efficient, two-month process delivers:

  • An onboarding call and an initial set of insights about the topic to set the stage for the Roundtable.

  • 2025 Guidebook detailing how the future will look different than today and what this means for businesses and brands. Past reports have included forecasts backed by insights from expert interviews, proprietary Kantar and secondary data, signals garnered from comprehensive cultural scoping, and forward-looking implication and opportunities. 

  • A private 60-minute briefing for each sponsoring organization to embed project learning into your organization.