The role of brands in the global climate strike

The role of brands in the global climate strike


Since the 1950s mankind has pushed the earth into a new geological era. Whether it is the climate, nature or species,  human activity has caused irreversible damage to the environment. Like the comet that caused the fifth mass extinction 65 million years ago man today is the main force behind the state, the functioning and evolution of the planet. We have moved on from the Anthropocene era. Faced with this global threat, the lack of concrete actions by governments and economic actors seems to present quasi-apocalyptic perspectives.

However, the revolution is not dead. People are rising to the occasion by announcing a global coup to trigger an ecological big bang. Citizens worldwide are reclaiming power with everyday activities becoming the focus in changing the system.


Welcome to 2050 : Alternacene

An ecological big bang where the destructive order no longer exists.

Welcome to 2050, a utopian world where harmony reigns, welcome to the Alternacene. A constructive and alternative era where citizens, governments and businesses are no longer detached from the future of the planet.

More than an awareness it is a new kind human evolution, at once philosophical, political and cultural. It’s the result of collective thinking that puts man at the top of the food chain but in harmony with other species.


Homo Sapiens becomes Homo Alternatus

He is someone looking to reconnect and live in harmony with nature.

The homo-alternatus is a satient being aware that change comes through concrete actions. He is both citizen and consumer with an understanding that his actions have an impact on the environment. It’s 2050 and Homo-Alternatus has re-imagined the planet as a living organism and a collective project. Every individual and organization has its place in an interdependent whole. With a biomimetic system governments and companies contribute to the common harmony of the planet.
New models of societies emerge, inequalities vanish, democracy becomes liquid and Alternatus finds a voice in the city.

In 2050, homo-alternatus re-imagines the planet as a living organism and a collective project. Every individual and every organization has its place driven by interdependency. With a biomimetic logic, governments and companies contribute to the common harmony of the planet.
New models of societies emerge, no more inequalities, democracy becomes fluid and Alternatus gets his say in the city.

On a corporate level the ‘human’ becomes centre stage, the be all and end all of companies. They adopt new values: transparency, honesty, contributing to the wellbeing of people. In this society all degrading and off-putting tasks have been banned thanks to robotics, giving way to an economy of culture, well-being and social progress.


From hyper-consumer to non-consumer: minimalism becomes the new driver

Alternatus upends consumption norms.

Responsible consumption in 2050 is all about necessity, what one needs.

Bling becomes naff, chic is minimalistic and recycling is chic. Everyone reduces their consumption of superfluous products, meat, furniture, gadgets and disposable clothes. There are fewer products but better products, well designed and durable. In this new world, programmed obsolescence is illegal. The brands guarantee the products and repair them without cost.


Property is relative: subscription becomes the norm, the communism of the future

Similarly the corporate world redefines property with a reminder of its costs: maintenance, insurance and obsolescence. In the Alternatus world, property is selective and transient.

The homo-alternatus practices socialism that rhymes with service. Each has his own stylist and their wardrobe is replenished weekly like in the film Clueless, but much better.  From habitat to light, service is centre-stage and great. Everyday platforms regulate flows, repair and optimize human experiences.


Consuming is also learning about DIY and re-appropriating nature

Homo-Alternatus learns from an early age the fundamentals of action with science, mechanics and the foundations of agriculture. Self-sufficiency is more than possible as the habitat takes advantage of natural spaces allowing the production of energy by optimising natural sources, Nature is no longer a hostile environment: it becomes a refuge.

The urban exodus becomes reality.

Alternatus gives new uses for concrete spaces.

Community gardens come out of tarred streets, workshops give rise to new urban spaces.

Out of bitumen multiple community gardens and other workshops give new life to urban spaces. Vertical farms with green facades give the city an almost luxuriant colour.


A new natural selection

The transition to Alternacene creates profound changes in the economic landscape as a new form of natural selection; organizations that have not adapted, not committed, or out of line with Homo-Alternatus values have all but disappeared.

Each individual personally interprets best way to act.


Logic Design’s eye : brands in a harmonious-futuristic context

For the global climate strike, we look of brands and their role in the future of the planet. They are the guarantors of the new moral and social order. Brands that are truly committed and relevant will progress compared to others (BrandZ 2019).

5 takeaways : 

1 // Consider tomorrow, the future
Only companies who can spot future environmental and societal issues that go beyond the obvious will survive. Let’s be ready.

2 // Think as a collective
What can I do for the common good? How can I get consumers to support/participate in the new system?

3 // Be humble
Be sincere and transparent, translating that into genuine action

4 // Remain consistent
Think of brands in their entirety from their fundamental values through to their actions however small.

5 // Put people first
Brands must understand that they exist for their stakeholders(clients/users/employees/partners etc) and their role is to help them transform the planet


Brand engagement will be the subject of the next Logic Design conference!


Géraldine Denis, Innovation manager
& Marta Gonzalez Castello, Strategic Planner

1000 667 Anglais