SIX FORCES OF CHANGE
02
Individualism & scattered realities
The world is more connected, yet more desynchronised than ever.
Finding your own tribe is empowering and gives voice to people and companies formerly offside. On the other hand, algorithms accelerate tribalisation and division in societies, increasing unpredictability.
How has this trend evolved: From unique consumption choices to fully tailored life – and polarisation in society
2016 — Uniquely me
We look for choices that show what tribe we belong to. We want things that engage us and help to fulfil our individual needs. We try out special diets and listen to how our bodies react to them.
2021 — My truth, my voice
Searching for our unique paths is leading to a reality where absolute truths don’t exist and authorities have little credibility.
2026 — Individualism and scattered realities
Our world becomes more connected than ever and we form powerful tribes. But we are also more desynchronized than ever. Different tribes live in different realities.
57% of Finns want the real deal, not mass produced.
– The Informed Consumer 2019, Kuudes
46% of people in Sweden did not trust in newspapers and magazines, and 40% did not trust in television and radio.
How does this trend manifest itself?
What’s Next: The truth is out there – we just need to find it
In theory, we are more connected to each other on a global level, yet we are more desynchronized than ever. Over 60% of the world’s population has access to internet and thus, to more information than ever before. How much of that information is true, however, is another question entirely. Disinformation keeps spreading and that should worry businesses too.
Read more