Movements like anti-capitalism and civil disobedience are challenging societal norms, gaining traction, and replacing superficial CSR efforts with bold, radical activism. Examples include Ben & Jerry’s (Dismantle White Supremacy) or Evaneos, which, as Félix Mathieu points out, “puts words into action by refusing to sell trips to overly touristy destinations or during peak periods.”

Some brands can ride this wave by adopting uncompromising positions and embedding values of change into their DNA. Encouraging creativity and innovation that resonates with consumer dissatisfaction can create a profound impact.

In the face of escalating crises – climate change, economic instability, and misinformation – hyper-vigilant consumers are seeking reassurance and stability. Transparency, empathy, and optimism are crucial to gaining their trust. “We must move beyond an informative stance to embrace radical transparency, which is expanding to new industries, such as Volvo with its batteries,” continues Félix Mathieu.

Abandoning generic customer service in favor of deeply empathetic, contextual support, as seen with new, specific insurance services like Carrefour’s Garantie Pouvoir d’Achat. Brands can thus become refuges by offering clear and accessible information, along with innovative and empathetic solutions. Infusing optimism into communications and product experiences will strengthen loyalty without increasing anxiety.

Because this is the key issue. The sense of chaos felt by the entire population must not “spill over”… Will brands be able to heal all the wounds with tailored services and solutions? Nothing is certain.