Radically Better Future

Overwhelming. Stressful. Uncertain. Scary. Divided. A raging dumpster fire. Passion. Power. Faith. Hope. Change.

For a rising generation, the words used to describe this past year reflect both profound challenge as well as powerful hope for change.

As they navigate their own daily struggles and aspirational strivings, BBMG and GlobeScan asked more than 27,000 people across 27 international markets to share their experiences of the moment we’re in and their desires for the future they want. With a sense of urgency, passion and purpose, they are calling out a broken status quo and calling on brands to lead the way forward.

In this new report, “Radically Better Future: The Next Gen Reckoning for Brands,” we detail the voices and visions of a new generation as we face what may be one of the most transformative periods for humanity in the last century. Born of crisis and creativity, this is a story of optimism and outrage. A moment for reflection and renewal. An invitation to radical imagination and structural change for a world that works for all of us.

“We’re living in a moment of reckoning and realization. A time to reflect on where we stand as a human race and where we want to go. There’s a lot that we’ve been doing that’s putting us on a trajectory for a place we don’t want end up, and so it’s time to come to terms and really be bold in calling about a better reality,” says Jonathan, 23, from Brooklyn, NY, one of the next generation voices in our report.

In our report you’ll also find our strategies for building Regenerative Brands and examples of global brands that are aware, additive, alive and ready to thrive in an era of shifting paradigms.

Listen to the companion podcast:

Are you the kind of brand that is ready for the next gen — a Regenerative Brand? Click here to take our self-assessment to find out.