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