In 2016, we predicted a pandemic would be a tipping point for the mass transitioning out of a time of Conformity into Rebellion. Plunged into COVID-19 lockdown in April 2020, we observed an intensification of Conformity values and an exodus from Enjoyment values, whilst momentum towards Rebellion stalled.
One year on, the seventh iteration of the Millennium Monitor now illustrates Australia’s renewed focus on the need to take control and find a better way. With values back to 2018, proportions we see an even stronger desire for a simpler life and a sharper focus on individuality, fairness, mental health and the desire to drive change. The implications for organisations, business and brands will be revolutionary.
Are you Rebellion Ready?