01 I will survive Copyright © 2022 Accenture. All rights reserved. 8 Fight : People will increasingly raise their voices against injustice—in some cases, at the risk of significant personal cost. People are fast approaching the end of their patience and many more of them will do what is often a last resort: stand up and fight for what they need. After the death of Mahsa Amini—a 22-year- old woman who had been detained by Iran’s morality police for not wearing her hijab—crowds took to the streets around the world. 15 Social media provides a vehicle for sharing information, which spreads anger and leads directly to increased action. This kind of fight can go down in history books as a turning point for countries and people. While the current situation in Iran is one of the most severe examples, this fight is manifesting in other ways, too. At the time of writing, the UK is facing its biggest rail strike in decades, while Europe’s airline staff continue to strike over low pay. 16,17 Strikes aren’t new, but we expect to see many more of them as formerly rule-following people are forced into taking extreme action in the hope of better equipping themselves to survive financial strain. People have more access to information and are now increasingly aware of the harsh realities of the world. They are angry and they want what is just. This has been made plain by acts like the defacing of Van Gogh’s “Sunflowers” in London. 18 We expect to see more protest around a range of issues that span the whole human experience. Some of these will catch brands and employers by surprise or disrupt companies and whole economies further. + 35mm, algorithm version 2, change 100