Radical Truths

According to the 2019 Edelman Trust Barometer, only one in five global consumers feel that the current social and economic systems in place are working in their favour. We're seeing previous pillars of society breaking down; the truth is being manipulated in the media, current governmental leaders are not seeming to reflect values of democracy we once voted for and our personal information is being compromised for commercial gain. In light of this, consumers are increasingly engaging with the idea of moral capitalism and looking towards the businesses that prioritise truth and honestly represent their values and those of society. At Pearlfisher design agency we wanted to explore further what the next generation of ethics could look like and how brands can fundamentally represent what is right in a seemingly uncertain world.



For this month’s Futures Feed, as part of a monthly presentation and report series created by Pearlfisher, we explore 'Radical Truths' and how brands can reimagine our democratic, social and economic systems, to differentiate themselves and powerfully connect with their communities and audience.


"Hope is not something that you have. Hope is something that you create, with your actions. Hope is contagious. Other people start acting in a way that has more hope." Alexandria Ocasio-Cortez

In this presentation and insight report we researched three areas of change, highlighted by the key insights that are driving this new power shift, with best-in-class examples and the opportunities arising from this new paradigm in the need to expose truth.


Three key themes of change


1. Intrinsic Ethics

Brands are breaking free from the perpetuation of clichéd and generic campaigns by introducing initiatives that truly align with core values to serve communities and society.


2. New Belief Systems With faith in governmental and hierarchical systems failing us, and not seeming to reflect our values, we're seeing brands answer peoples’ desires for purposeful change in the creation of new belief systems.


3. Projected Amendments In the face of the idea that the large system are a central place the problem, how can designers and brands reimagine the entire system with blue-sky thinking.


What is the opportunity in this space?

- To reframe the truth, reform education and challenge broken systems by creating innovative platforms and designing bold interventions and solutions for residual problems. - To create a new resurgence in belief, faith and congregation by offering new support systems and creating new hubs for congregation. - To create a new momentum that inspires people to take action themselves and also imagine new ways to design future ideas of democracy, ethics and solutions for bigger picture problems. If you would like to hear more about our thinking on Radical Truths, or if you would like some additional and tailored thought starters, please get in touch and read the original article posting on Pearlfisher's website here.


Image credit: photography by Dawid Małecki

13 views