McCann Singapore has released another edition of NextUp, its monthly culture and trends newsletter. This month’s issue, “Are we losing the ability to live in the middle?” focuses on the growing pressure on brands to take sides, and what that means in a landscape where moderation and nuance are increasingly difficult to hold.
The edition looks at trends including maxxing culture and performativity, and examines the space these leave — or don’t — for brands navigating between safe neutrality and the risks of going to extremes. The issue suggests the opportunity lies in showing up with clarity, humanity, and self-awareness rather than rigid positioning.
NextUp is a monthly culture drop designed to track how people are living, feeling, and behaving.
See the full issue here.
