Brands in Uncertain Times: The Citizen Consumer Project

FCB Global CEO Tyler Turnbull took to the Web Summit Vancouver 2025 stage with Angus Reid, renowned Canadian entrepreneur, pollster, and sociologist, for an exclusive session where they unpacked the evolving realities of today’s business landscape. Against a backdrop of market volatility, declining consumer confidence, rising anti-American sentiment, and trade wars, they unveiled new research findings from the Citizen Consumer Project — a research study that reveals how people are navigating current disruptions, and how brands can meet these challenges and win in today’s marketplace.

Their discussion explored the intersections between citizenship and consumerism, highlighting how today’s political, social, and financial realities are shaping the way consumers think, feel — and ultimately buy. The message is clear: all brands are in fact, political — and when consumers “vote with their wallets,” brands must adapt accordingly and show up for their consumers in authentic and meaningful ways.

Watch the full session below to dive deeper into the research and to learn more about how brands can adapt to current consumer mindsets.