The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

In summer 2024, Glastonbury will introduce a new stage, Terminal 1, to celebrate migration and freedom of movement for everyone. As populations become increasingly polarised, there's an opportunity for brands to use their platforms as a springboard for action against collective injustices.

Amid a broader shift to the right across Europe, the social media-savvy leader of France’s National Rally is finding favour among young voters. As new forms of political messaging emerge, young people are further entrenched in polarisation and increasingly drawn to anti-establishment voices.

Are we experiencing extremist backlash following substantial social progress? Will election season jeopardise international collaboration? What role do brands have to play in fostering dialogue? In this part of the 2024 Expert Outlook, we speak to Thomas Geven about next year’s political landscape.

How are Germans responding to the cost of living crisis? What’s helping them to relax? And how is the impact of the pandemic shaping attitudes to freedom? The 2023 Cultural Snapshot of Germany explores key behavioural shifts in this market and what they mean for businesses.