Signals

Meanwhile, clinicians received a more measured communication from the Food and Drug Administration, which underlined that there is only a possible link and that acetaminophen remains the safest over-the-counter option in many cases. Why the difference? Performance politics is often used to drive narratives that divert attention from objective evidence, creating confusion and uninformed citizens.

During the pandemic, we saw a resurgence of the ‘age of expertise’ where science, data and evidence guided daily life, and populations became more informed. In the futures industry, objective data is always valuable but it isn’t the whole picture. What we prize is critical thinking: questioning established systems, examining outliers and imagining new ways of doing things. On the surface, MAHA appears to embody this approach. It challenges the food industry, highlights chronic diseases and questions standard health practices – hallmarks of critical thinking. But the hidden agenda is very different, and potentially damaging.

Performance-based politics, coupled with the removal of race, gender, sexual orientation and disability references from health research, points to a future where health inequities deepen. The privileged gain access and authority, while the majority are left vulnerable and underserved.

Perhaps, the future of America is looking healthy… for the privileged.

UK/Germany/Canada – A new report from Just Eat Takeaway.com and PA Consulting reveals the rising importance of on-demand services, as people increasingly seek control and convenience amid growing life pressures. 

Surveying 3,000 consumers in the UK, Germany and Canada, the research finds that 90% now rank personal control over time and lifestyle as a top priority, equal to financial security and mental wellbeing. The majority (72% in the UK, 64% in Germany and 69% in Canada) also say that being able to have products delivered in under an hour helps them ‘take back control’ of their lives. Whether it’s baby care items, pet food or electronics, people are increasingly turning to rapid delivery to simplify their lives. 

Two in three respondents said they are likely to order groceries via on-demand platforms in the next 12 months. 

Commenting on the findings, PA Consulting’s Frazer Bennett said, ‘In a world of overlapping financial, societal and technological pressures, the desire to reclaim control has never been stronger.’

‘Consumers are using on-demand services to simplify life. This research is a roadmap for retailers to meet evolving expectations,’ adds Guido Fambach from Just Eat Takeaway.com.

The findings reflects insights from our macrotrend report New Codes of Value which explores how, amid the ongoing cost of living crisis, businesses must win consumer loyalty by providing connection, care and a sense of control.