Does rage sell in 2023?
23 May 2023
Does rage sell in 2023?

The pandemic worsened inequality and triggered widespread antipathy towards the mega-rich. Yet despite their opposition to extreme wealth, many people still desire financial prosperity. So, as individuals redefine aspiration, how can brands acknowledge outrage without exploiting it?

Dr. Jolanda Jetten

Dr. Jolanda Jetten is a Dutch social psychologist and a professor at the University of Queensland. She won the Spearman Medal in 2004 and was inducted into the Academy of the Social Sciences in Australia in 2015. Her research focuses on group identity, intergroup relations, and the psychology of social change. She has written about the role of group identification in motivating defensive responses to perceived threats and how defending one's group can be a source of meaning and self-esteem.

Lindsay Zaltman

Lindsay Zaltman is the CEO and managing director of Olson Zaltman. He previously had a successful career as an account planner at both large and boutique advertising agencies. Lindsay is the co-author (with Gerald Zaltman) of the book Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers and has been published in the Harvard Business Review and the Handbook of Marketing Research. He was also the key brand consultant for filmmaker Morgan Spurlock in his movie on product placement and branding, The Greatest Movie Ever Sold.

Ozge Sargin

Ozge Sargin is an award-winning senior strategist and insights writer who has degrees from Central Saint Martins and Goldsmiths University. She loves to demystify the ways in which meaning flows within consumer culture and considers herself a ‘multidimensional storyteller’, using mediums such as brand strategy, screenwriting, and academic essays. Her Turkish background has taught her to handle chaotic situations with dark humour and made her a strategic expert in crisis management. As an advisory board member for PEN International's only youth literary platform, she secretly thinks comics are a great form of literature.