Focus this month: Humanity & belonging

Another month, another force of change in the books. This month our focus was on our yearning to belong to a community and the value that we place on finding true human connection. While we want to make sure this planet stays livable for the generations to come, we also seek to create change right here, right now: to ensure that equal opportunities for connection are available to everyone, not just the fortunate few.

What is this force of change all about?

Belonging to an entity bigger than ourselves gives us meaning, be it a co-living unit, suburban community, or a global human rights movement. Socially responsible companies help us feel rooted even through our consumption choices. The unstoppable power of this trend is in its capacity to create wellbeing. We value human connection more than ever and want to have a positive effect in the lives of others. The communities we belong to are not just a question of identity, but of meaning. Social aspects will become a crucial part of sustainability.

How does this force of change manifest itself?

#1 Supporting the real changemakers

New forms of activism are taking place in both IRL and in social media. Real change starts with the people: can your brand keep up with the demand for authenticity and accountability, and support those driving the change?

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#2 Universal design is good design

Creating accessible services for everyone is not just about following legislation or the latest trends in technology. It’s about designing experiences that give meaning and connect all kinds of people on the same, equal level. If accessibility isn’t the norm in everything your business is doing, then it should be from now on.

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#3 From me to you

Inflation, supply chain and manufacturing issues and the unpredictability of the energy situation are making us turn inwards, to our own community and to our own local safety net, even in our buying behaviour. We shift towards sharing, trading, and even bartering – but how could brands get in on the C2C action too?

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What’s Next?

Next week we turn our focus on the next force of change – SEAMLESS & SMART – which we will be discussing during the month of December.

We seek smart lifestyles through technological innovations. The embedded technologies will make our lives inseparable from the digital sphere. Ideally, we will have smart homes, smart offices, and smart cities that enable us to lead smarter lives with clear priorities, technology helping us in working, shopping, cooking, transportation, learning, entertainment, and sustainability.

Whether technology will enable smarter living depends on how smartly we use it. What are the values that guide its usage and development? Tune in next week to learn more about this future-defining megatrend.

“What’s Next” is our weekly series focusing on a relevant trend that manifests one of the six forces of change by Kuudes. Read more about our strategic foresight model Kuudes Next and the six forces of change here.