The 2024 election: What the will of the people says about the human condition and how brands can operationalize it

2024 is arguably the largest natural experiment in human history with more than 2 billion people going to the polls in 50+ countries. What does this tell us about the human condition? What can we glean from it? What is the role of emotions like hope, optimism and love versus hate, fear and grievance? And what are the macro forces at play – demographic, attitudinal and behavioral – that go beyond politics and shape our world? And how does populism and other “isms” impact this?

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