I Will Survive: Permacrisis

The world is undergoing a series of crises, including pandemics, wars, political divisions, natural disasters, and increases in the cost of living, leading to an extended period of instability and insecurity. This has resulted in widespread anxiety and impacted mental health. People are coping with these challenges by resorting to different mechanisms like flight, focus, and resignation, with some seeking alternative options, reducing their sphere of focus, or switching off from their environment. Brands must adapt to these changing attitudes by adopting a life-centric approach and continuing to innovate and build their brand, even during tough times.