{"id":3557,"date":"2021-05-07T13:02:12","date_gmt":"2021-05-07T13:02:12","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=3557"},"modified":"2025-03-14T14:36:39","modified_gmt":"2025-03-14T14:36:39","slug":"meta-trends-and-implications-for-nation-and-place-brands-part-1","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/meta-trends-and-implications-for-nation-and-place-brands-part-1\/","title":{"rendered":"Meta trends and implications for Nation and Place Brands: Part 1"},"content":{"rendered":"\n<p>Part 1: Health, Conflict &amp; Climate Change&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Introduction&nbsp;<\/strong><\/h4>\n\n\n\n<p>The following meta trends and their implications on <strong><a href=\"https:\/\/www.bloom-consulting.com\/journal\/key-benefits-of-nation-and-place-branding-strategies\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Nation and Place Brands<\/a><\/strong> are the predictions of <strong><a href=\"http:\/\/www.bloom-consulting.com\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Bloom Consulting<\/a><\/strong> after having performed independent research and analysis on future studies. We will uniquely present each meta trend with its corresponding implication for Nation and Place Brands with points of reference as well as recommendations for impact mediation and getting ahead.<\/p>\n\n\n\n<p>Among the sources used to make the following predictions were the&nbsp;<a href=\"https:\/\/www.iss.europa.eu\/sites\/default\/files\/EUISSFiles\/ESPAS_Report.pdf\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\"><strong>Global Trends to 2030 \u2013 Challenges and Choices for Europe<\/strong><\/a>&nbsp;by the European Strategy and Policy Analysis System,&nbsp;<a href=\"https:\/\/www.dni.gov\/files\/documents\/GlobalTrends_2030.pdf\" target=\"_blank\" rel=\"noreferrer noopener\" label=\" (opens in a new tab)\"><strong>Global Trends 2030: Alternative Worlds<\/strong><\/a>&nbsp;a publication of the National Intelligence Council, and reports published by the&nbsp;<strong><a href=\"https:\/\/vnk.fi\/en\/national-foresight-network\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">National Foresight Network<\/a><\/strong> as part of Finland\u2019s Prime Minister\u2019s Office, and&nbsp;<strong><em><a href=\"https:\/\/www.ynharari.com\/book\/21-lessons-book\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">21 Lessons for the 21<sup>st<\/sup>&nbsp;Century<\/a><\/em><\/strong> by Yuval Noah Harari.&nbsp;&nbsp;<\/p>\n\n\n\n<p>The seven meta trends decided and assessed throughout our research are the following:&nbsp;<\/p>\n\n\n\n<p>1) Conflict<\/p>\n\n\n\n<p>2) Climate Change<\/p>\n\n\n\n<p>3) Health<\/p>\n\n\n\n<p>4) Government<\/p>\n\n\n\n<p>5) Economy<\/p>\n\n\n\n<p>6) Migration<\/p>\n\n\n\n<p>7) Pandemic<\/p>\n\n\n\n<p>The eighth and enigmatic meta trend explored is yet to be discovered. It is now, and will be, the next big thing.&nbsp;<\/p>\n\n\n\n<p>In summation, we\u2019ve concluded the following positions for each meta trend in relation to one another based on two axes, tangibility&nbsp;(X) and relevance (Y).<\/p>\n\n\n\n<p><em>Graph 1.&nbsp;Meta trends: tangibility and relevance.<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"814\" data-src=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Tangibility-and-relevance-1024x814.png\" alt=\"\" class=\"wp-image-3565 lazyload\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/814;width:644px;height:511px\" data-srcset=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Tangibility-and-relevance-1024x814.png 1024w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Tangibility-and-relevance-300x238.png 300w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Tangibility-and-relevance-768x610.png 768w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Tangibility-and-relevance-696x553.png 696w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Tangibility-and-relevance-1068x848.png 1068w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Tangibility-and-relevance-529x420.png 529w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Tangibility-and-relevance.png 1158w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\">Bloom Consulting\u00a9 2021<\/figcaption><\/figure>\n\n\n\n<h1 class=\"wp-block-heading\">Meta Trend 1<br><strong>Conflict<\/strong><\/h1>\n\n\n\n<p>As we\u2019ve seen throughout history, interstate conflict has greatly influenced global development and international relationships. Here we are looking more closely at the rising issue of conflict within states. Digitalization has driven this development as increasing sources of information become available and unregulated social media continues to prompt widespread mistruths and misinformation. Rapid changes and the growth of digitalization paired with shifts in power such as national elections and rising and\/or falling economies are driving tensions between groups, pertaining to a range of issues from social acceptance to environmental protection efforts. Rising tensions do not always result in physical violence. As we have seen in the United States for example, the nation underwent one of its greatest divisions in social and political groupings during COVID-19, whether directly or indirectly related, as it corresponded with the presidential election, Black Lives Matter, and of course, <strong><a href=\"https:\/\/www.bloom-consulting.com\/journal\/the-covid-19-study-the-impact-on-nation-brands\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">COVID-19<\/a><\/strong> response and crisis management.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Digitalization and the spread of (mis)information<\/em><\/li>\n\n\n\n<li><em>Increased group tensions<\/em><\/li>\n\n\n\n<li><em>Intrastate conflict<\/em><\/li>\n<\/ul>\n\n\n\n<p><em>Implication for Nation and Place Brands<\/em><\/p>\n\n\n\n<p>Intra and interstate conflicts alike will affect the appeal and attraction of nations and places whether country, region, or city. In addressing brand audiences\u2019 need states, we can most easily pinpoint safety as an area of focus in this case. Nations and places that enact policy, react quickly, and address conflict in a timely, transparent, and just manner while listening to citizens will help to counter the spread of misinformation and enhance perceptions of a country, region, or city that works with its constituents to find dynamic solutions, creating an environment that enables its people to collaborate and coexist rather than compete or condemn. There is an added responsibility being placed on national, regional, and city government systems to foster a sense of cooperation and promote constructive, open dialogue, with the ultimate objective of mediating intrastate conflict through \u201cdomestic diplomacy\u201d.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Be mindful of brand audiences\u2019 perceptions of safety and security<\/em><\/li>\n\n\n\n<li><em>Foster a sense of cooperation and promote constructive, open dialogue\u00a0<\/em><\/li>\n\n\n\n<li><em>Implement \u201cdomestic diplomacy\u201d and solution-oriented platforms\u00a0<\/em><\/li>\n<\/ul>\n\n\n\n<p>The dimensions most affected by this meta trend are Nation and Place Brand appeal for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Investment<\/em><\/li>\n\n\n\n<li><em>Talent<\/em><\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" width=\"656\" height=\"650\" data-src=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Conflict_wheel.png\" alt=\"\" class=\"wp-image-3569 lazyload\" style=\"--smush-placeholder-width: 656px; --smush-placeholder-aspect-ratio: 656\/650;width:277px;height:274px\" data-srcset=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Conflict_wheel.png 656w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Conflict_wheel-300x297.png 300w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Conflict_wheel-150x150.png 150w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Conflict_wheel-424x420.png 424w\" data-sizes=\"(max-width: 656px) 100vw, 656px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\"><em>Bloom Consulting Nation and Place Brand Wheel\u00a9&nbsp;<\/em><\/figcaption><\/figure>\n\n\n\n<h1 class=\"wp-block-heading\">Meta Trend 2 <br><strong>Climate Change<\/strong><\/h1>\n\n\n\n<p>Climate change affects our nature, livelihoods, settlements, investment, and tourism amongst other direct and indirect points of alarm for international citizens and our environment. That said, the <strong><a href=\"https:\/\/www.bloom-consulting.com\/journal\/place-branding-and-the-climate-emergency\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">climate emergency<\/a><\/strong> is expected to sharply steepen in terms of tangibility as it will only continue to be more intensely felt by the global civilization. With an increase in tangibility, it will only be more so covered in the media and debated amongst constituents in terms of actionable solutions. In this case, consequences include food security and prices, disease, land and sea, migration, and an ongoing list of at-risk groups. However, purchasing power and geography will play a major role in level of impact.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Business, travel, and lifestyle will be greatly affected as the climate emergency steepens<\/em><\/li>\n\n\n\n<li><em>Tangible consequences will be increasingly felt across global audiences<\/em><\/li>\n\n\n\n<li><em>Climate change will have different levels of intensity for different socio-economic and geographic groups<\/em><\/li>\n<\/ul>\n\n\n\n<p><em>Implication for Nation and Place Brands<\/em><\/p>\n\n\n\n<p>Global outlook and comprehension are necessary to successfully guide and develop Nation and Place Brand strategies, all while maintaining a local focus, to develop big picture solutions and reverse the harmful effects of climate change. Countries, regions, and cities that prioritize the climate emergency as part of their agenda and strategic objectives will integrate sustainable and thoughtful brand values and actions for the benefit of global and local communities as well as posterity. Costa Rica has curated its Nation Brand,&nbsp;<a href=\"https:\/\/www.esencialcostarica.com\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\" label=\" (opens in a new tab)\"><strong>Essential Costa Rica<\/strong><\/a>, to accommodate and target objectives geared towards sustainability and the climate emergency, using these platforms as drivers for on-brand touchpoints. Global audiences are demanding change and those who are first to do so will&nbsp;<em>win<\/em>. Denying the climate emergency from a Nation and Place Brand perspective will hurt the country, region, or city and its people, while tackling it will conversely help.&nbsp;<\/p>\n\n\n\n<p>Two nations that took the initiative, and risk, to mitigate environmental impacts and climate change are Palau and the Faroe Islands. The&nbsp;<strong><a href=\"https:\/\/palaupledge.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Palau Pledge<\/a><\/strong> requires visitors to sign their passport, declaring they will \u201c\u2026act in an ecologically and culturally responsible way on the island, for the sake of Palau\u2019s children and future generations of Palauans\u2026\u201d, resulting in 498,110 pledges being taken thus far. Another island nation across the globe declared&nbsp;<a href=\"https:\/\/www.visitfaroeislands.com\/closed\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\"><strong>closed for maintenance, open for voluntourism<\/strong><\/a>, an initiative resulting in thousands of applications to be part of the Maintenance Crew in the Faroe Islands. This is an opportunity to lead the conversation and build positive perceptions within those who resonate with the need states being addressed in tackling this meta trend.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Keep pace with the demands of global audiences who consider the climate emergency as a factor for Nation and Place Brand appeal and attraction<\/em><\/li>\n\n\n\n<li><em>Get creative, take risks, and join leaders in drumming up positive media attention for actionable measures<\/em><\/li>\n\n\n\n<li><em>Be among the first to act and implement it into your Nation and Place Brand strategy, or else fall behind<\/em><\/li>\n<\/ul>\n\n\n\n<p>The dimensions most affected by this meta trend are nation and place brand appeal for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Tourism<\/em><\/li>\n\n\n\n<li><em>Talent<\/em><\/li>\n\n\n\n<li><em>Prominence<\/em><\/li>\n\n\n\n<li><em>Exports<\/em><\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" width=\"654\" height=\"647\" data-src=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Climate-change_wheel.png\" alt=\"\" class=\"wp-image-3567 lazyload\" style=\"--smush-placeholder-width: 654px; --smush-placeholder-aspect-ratio: 654\/647;width:277px;height:274px\" data-srcset=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Climate-change_wheel.png 654w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Climate-change_wheel-300x297.png 300w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Climate-change_wheel-425x420.png 425w\" data-sizes=\"(max-width: 654px) 100vw, 654px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\"><em>Bloom Consulting Nation and Place Brand Wheel\u00a9&nbsp;<\/em><\/figcaption><\/figure>\n\n\n\n<h1 class=\"wp-block-heading\">Meta Trend 3<br><strong>Health<\/strong><\/h1>\n\n\n\n<p>COVID-19 accelerated this meta trend, giving it a platform to speak from and driving awareness due to extraordinary circumstances such as lockdown. As discussions on the subject continue to rise, there will be a shift in priority, necessitating new and\/or updated public policy. To that end, data, digitalization, and personalization of health-related products and services will have a major role to play whether being offered by the private or public sector while need states rise to the surface and civilization demands new solutions with the tools aptly available. To have a chance, mental and physical health will be dependent on education, accessibility of products and services, and personalized solutions through data-driven insights.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Individuals and societies are becoming more aware and risk-averse regarding mental and physical health<\/em><\/li>\n\n\n\n<li><em>With a raise in awareness, the public and private sectors are being challenged to step up and make a change\u00a0<\/em><\/li>\n\n\n\n<li><em>Data, digitalization, and personalization will shift the product and service offer within the health meta trend<\/em><\/li>\n<\/ul>\n\n\n\n<p><em>Implication for Nation and Place Brands<\/em><em><\/em><\/p>\n\n\n\n<p>Nations and places are perceived to have certain levels of healthcare available. Whether accurate or not, and this affects willingness to visit, live, work and\/or study amongst other priorities of brand audiences. Public policy and its efforts to aid local and global citizens in the search for affordable, quality healthcare is beyond a unique value offer and moreover a basic need of nations and places hoping to attract brand audiences with a certain level of mobility and purchasing power.<\/p>\n\n\n\n<p>New Zealand has taken the initiative to approve&nbsp;<a href=\"https:\/\/www.employment.govt.nz\/leave-and-holidays\/bereavement-leave\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\"><strong>bereavement leave<\/strong><\/a>&nbsp;after a miscarriage or stillbirth for women and their partners, as well as utilizing the&nbsp;<a href=\"https:\/\/mentalhealth.org.nz\/our-work\/policy-and-advocacy\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\"><strong>Mental Health Foundation<\/strong>&nbsp;<strong>of New Zealand<\/strong><\/a>&nbsp;for policy advisement. These executive decisions are only one example of a nation that is paving the way towards mental and physical health awareness and appreciation from a holistic perspective, truly taking care of its people and workforce. Nations and places must see policy for mental and physical health as an investment rather than an expense. \u201cHealthier\u201d countries, regions, or cities will be perceived as more desirable by global audiences, and thus benefit in one way or another.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Prioritize healthcare as it relates to the global and local dimensions being affected\u00a0<\/em><\/li>\n\n\n\n<li><em>Implement policy to ensure quality and affordable mental and physical health tools and support\u00a0<\/em><\/li>\n\n\n\n<li><em>Be a leader by enacting innovative and effective policies and institutions to support national health improvement\u00a0\u00a0<\/em><\/li>\n<\/ul>\n\n\n\n<p>The dimensions most affected by this meta trend are nation and place brand appeal for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Tourism<\/em><\/li>\n\n\n\n<li><em>Talent<\/em><\/li>\n\n\n\n<li><em>Prominence<\/em><\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" width=\"654\" height=\"650\" data-src=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Government_wheel.png\" alt=\"\" class=\"wp-image-3571 lazyload\" style=\"--smush-placeholder-width: 654px; --smush-placeholder-aspect-ratio: 654\/650;width:279px;height:277px\" data-srcset=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Government_wheel.png 654w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Government_wheel-300x298.png 300w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Government_wheel-150x150.png 150w, https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Government_wheel-423x420.png 423w\" data-sizes=\"(max-width: 654px) 100vw, 654px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><figcaption class=\"wp-element-caption\"><em>Bloom Consulting Nation and Place Brand Wheel\u00a9&nbsp;<\/em><\/figcaption><\/figure>\n\n\n\n<p><strong><em>This is the first edition of a three-part series. We look forward to sharing the following meta trends in the second edition: government, economy, and migration.&nbsp;<\/em><\/strong><\/p>\n\n\n\n<p><strong><a rel=\"noreferrer noopener\" aria-label=\"Part 2: Economy, Migration &amp; Government (opens in a new tab)\" href=\"https:\/\/www.bloom-consulting.com\/journal\/meta-trends-and-implications-for-nation-and-place-brands-part-2\/\" target=\"_blank\">Part 2: Economy, Migration &amp; Government<\/a><\/strong><\/p>\n\n\n\n<p><strong><a rel=\"noreferrer noopener\" href=\"https:\/\/www.bloom-consulting.com\/journal\/meta-trends-and-implications-for-nation-and-place-brands-part-3\/\" target=\"_blank\">Part 3: Pandemic &amp; the next big thing<\/a><\/strong><\/p>\n\n\n\n<p>To view and download the final report, <strong><a rel=\"noreferrer noopener\" href=\"https:\/\/www.bloom-consulting.com\/journal\/wp-content\/uploads\/2021\/05\/Bloom_Consulting_meta_trends-1.pdf\" target=\"_blank\">click here<\/a><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-right\">Published on 21.05.2021.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Part 1: Health, Conflict &amp; Climate Change&nbsp; Introduction&nbsp; The following meta trends and their implications on Nation and Place Brands are the predictions of Bloom Consulting after having performed independent research and analysis on future studies. We will uniquely present each meta trend with its corresponding implication for Nation and Place Brands with points of [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":3601,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[146,344,74],"tags":[322,144,277,275,343],"class_list":{"0":"post-3557","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-highlights","8":"category-insights","9":"category-research","10":"tag-nation-and-place-brand","11":"tag-nation-branding","12":"tag-reports","13":"tag-research","14":"tag-trends"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Meta trends and implications for Nation and Place Brands: Part 1 - Bloom Consulting<\/title>\n<meta name=\"description\" content=\"Predictions of Bloom Consulting surrounding meta trends and their implications on Nation and Place Brands. 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