We have a new post on Medium on what Brexit tells us about the mindset of Britain: a nation divided by sharply totally different units of values. This has sharp penalties for enterprise innovation. Here’s an extract.
“We’ve written before about the deep values cut up throughout Europe and north America between an rising era of “post-materialists” and the present “traditionals” and “moderns.” The “post-materialists” are near turning into a majority, which is all the time when battle turns into most intense. The social markers of “post-materialists” are that they’re youthful, higher educated, and extra city, however the values variations are extra necessary. “Post-materialists” usually tend to worth variety; “traditionals” and “moderns” hierarchy.
As seen in the chart, 4 occasions as many Leavers assume Multiculturalism is a pressure for dangerous as do Remainers; 3 times as many Leavers assume social liberalism is a drive for dangerous. More than twice as many Leavers assume globalisation is a pressure for dangerous, and a barely greater proportion of Leavers assume the web is a drive for dangerous. The hole on cultural variations round multiculturalism, feminism and the surroundings is vast, and these values variations converse to profound variations in worldview. These will not be distinctive to the US and the UK. We can see the similar variations, with totally different types of political and get together expression, proper throughout Europe and the United States.
The disappointing future
These converse to a deep disappointment in an idea of the future, and of progress, which propelled post-war politics from the mid-1940s to the 1990s. In the UK, the 1997 election was the final by which the profitable celebration had campaigned on an optimistic platform. “Things”, went the song, “can only get better.”
Since then, and even earlier than, globalisation promised prosperity for everybody, however as an alternative, whereas having profound results on dwelling requirements in Asia, at house it has concentrated wealth much more sharply in the arms of the few. The web was to be a software of liberation, however our expertise of it’s as more likely to be of intrusion, a loss of privateness, and a loss of management. The result’s that folks search to tug up the drawbridges.
The listing of values in the Ashcroft analysis represents a direct problem to the concept of innovation. Think of it for a second: for many manufacturers innovation is about novelty, about progress, typically about know-how. It is obvious that the values represented by leavers aren’t people who welcome continuous change in the identify of enchancment.
The classes for manufacturers and innovation
From a model perspective, there are three classes.
First, take into consideration easy methods to make individuals really feel safer. The classes of the monetary disaster are related right here, given the speedy financial impression of the Brexit vote.
But second, there’s a deeper query: how to consider innovation in an age the place novelty, know-how and disruption are much less fascinating for individuals than continuity, familiarity and simplicity. Brands, in different phrases, want to assist in giving shoppers a higher sense of psychological safety.
Third, this means rethinking the strategy to innovation. The mindset must be round cautious innovation round easy comforts and reassurance.”
The longer version at Medium has some model examples.
SOURCE: Kantar Futures Blog – Read whole story here.