Uprising: How to Build a Brand--and Change the World--By Sparking Cultural Movements

CHAPTER 8

Why the Future Belongs to Movements

As mentioned in this book’s preface, we’re living in a time of uprisings. Maybe it’s something in the air—a breeze that first started circulating during the Arab Spring and eventually found its way to Wall Street and beyond. More likely, what led to this global surge in movements was a confluence of forces, social and technological, creating a perfect storm that continues to rage. New York Times columnist Thomas Friedman put forth his own “grand theory” to explain it all: globalization and the info-tech revolution have made it easier for companies to downsize, putting more people out of work; governments, meanwhile, are cutting back on public assistance; income disparity between rich and poor keeps ...