Consumers are rejecting the grim global outlook instilled by the onslaught of pandemic, climatic, political and societal upsets. Instead, a new cohort of radical ‘Hopepunks’ are choosing optimism and kindness as ammunition in the fight for a brighter future. Brands should align with this energised audience, harnessing hope and acting as positivity enablers to win their attention.
Radical Positivity: The Altruism Uprising
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