Of everything we asked people about the future, the strongest message we heard was fairness.

94% of people want to see a fairer society. No one completely disagreed with this statement.

This theme of fairness underpins what people want in every aspect of the future – from technology to culture, work to the environment. And it’s this fairer future they look to brands to build.

While people were firmly idealistic about the future they want, they worry that economic pressure will limit their own power to realise change as individual consumers.

So for now, it’s over to brands. To build communities, bringing people closer to each other. To create meaning – through technology and in culture. And ultimately to put the planet before profit.