Four Transformational Truths for Brands, Business, Creativity and Britain

McCann Worldgroup UK’s second annual “Truth About Britain” event brought to light the transformational forces shaping and redefining culture in Great Britain as we know it, transcending the immediate news headlines. 

After a successful inaugural event, “Transformational Truths for 2019” combined McCann Worldgroup UK’s ongoing research initiative with macro-level insights from its global intelligence unit - Truth Central intelligence, to unearth the four irrefutable truths that brands must embrace over the next 12 months. 

Hosted by Mark Lund, CEO McCann Worldgroup UK and Alex Lubar, CEO McCann London with McCann Truth Central, the agency network delivered these insights to some of the UK’s leading brands, businesses and policymakers including JUST EAT, Business in the Community, Reckitt Benckiser, Coca-Cola, The Department for Digital, Culture, Media & Sport (DCMS), Airlander, Motability Operations, Microsoft, Jardine Motors, Vodafone, AB-Inbev, Serco, Royal Bank of Scotland), key intermediaries, Marsh and Stella Artois. 

Brands must respond to these four cultural truths in 2019 to engage with consumers

- Privacy has moved beyond the functional

- Gen Z are the first generation to make technology truly work for them

- The diversity of diversity demands deeper understanding

- Sustainability is no longer a nice-to-have

Led by Laura Simpson, EVP, Global Director of McCann Truth Central (Privacy) with Alex Grignon, Strategy Associate, Truth Central (Gen Z); Kathryn Ellis, Planning Director, McCann Bristol (Diversity); and Karen Crum, Head of Strategy, McCann London (Sustainability); host Alex Lubar welcomed the four presenters to explore these truths in greater detail. 

Each expert presented their argument of the cultural supremacy and business-critical implications of each issue in 2019. With the founder of Truth Central, a bona fide member of Gen Z, a planning director with a science Ph.D., and a researcher specializing in diversity in education and in the creative industry – clients were provided with a range of invaluable insights to enable them to make informed decisions on what they believe to be the most transformative and important truths in 2019.

“Privacy: Life in The Matrix” unmasked that 91% of British people see privacy as a fundamental human right whilst global trust in some of the world’s leading brands to protect and use consumers’ personal data wisely is on the decline.

“Gen Z: Move Over Millennials” revealed that Gen Zers are safeguarding their future at an unprecedented speed and kind compared to previous generations by making technology ambitiously work for them and not vice versa. This decision seems to be paying off with gaming and social communities being the most powerful unmediated forms of expression and daily interaction. Optimistic in nature or because of the times (you decide), 82% of Gen Z in the UK believe global brands have the power to make the world a better place.

“Diversity: The New Ordinary” called for a new normal to be established: a universal approach that is less talk and, more action by brands as 71% of Brits believe brands have a responsibility to promote diversity.

“Sustainability: The New Black” painted a powerful image of how sustainable awareness and demand for change is becoming more ubiquitous as 89% of Brits say we all have a responsibility to make a positive contribution to our community. 

A riveting debate hosted by Alex Lubar, CEO, McCann London, followed with guests Tom McTague, Chief UK Correspondent at POLITICO; Tim Marshall, British Journalist, Author and Broadcaster; Clare Martin, Group HR Director at Jardine Motors Group, and Sheryl Marjoram, Managing Director, McCann London. Each shared a range of views - but ultimately they selected Diversity as the most important topic of 2019 in their view.

The agency network also asked the audience what they felt was the most transformative truth and by the end of the evening, opinions had shifted to a unanimous belief that Sustainability is the most transformative force in 2019.