During times of great uncertainty when the world just doesn’t seem to make sense, people turn to the familiar and the trusted to help them get through life. Historically, powerful brands have been a go-to. Thinking back on the tumultuous 1970’s, Americans counted on brands like Coke, Crest,Budweiser, McDonald’s, AT&T, Kodak and others to reinforce cultural values, provide a meaningful emotional connection and create brightness in what seemed like chaos. Yes, you actually got some meaning when you bought and drank that Coke. It made a statement to yourself and others.
We live in an age of unprecedented uncertainty and disruption, where even gender identity is not a given. It is what best-selling author Joshua Cooper Ramo calls The Age of the Unthinkable . Trust is at an all time low, demand for authenticity at an all time high and mass anxiety is palpable