Subscriber Exclusive 
The 2024 Agenda: Brands must be prepared to navigate the ‘culture wars’
Brands continue to have to navigate a hyper-polarised world in 2024, in which they can be inadvertently dragged into political and social debates.
Polarity has become the new normal. Debates on social and cultural issues have become so intense, they’ve been dubbed “the culture wars”. There are no set sides in this war, but in general, the disagreements tend to be between people with more liberal thinking, often dubbed “woke”, and those with more conservative views.
The so-called “wars” can cover everything, from race to LGBTQ+ rights, from the environment to gender. Brands are not immune, with consumers threatening boycotts of businesses perceived to go against their values.
Next year, the battles look set to continue.
