VIEWPOINT Enough already with Digital Doomsday Prepping! About 2 years ago, I noticed that the majority of the briefs crossing my desk had something in common: a need to compete in the futurist narrative. A synopsis for the category trends in ICT, telecommunications and even some seemingly unrelated verticals was: ‘a future you don’t understand is coming, and without us, you won’t be able to deal with it.’ It hasn’t let up. If anything, it has accelerated into a wall of parity messages insisting that either the future is scary or it’s great, but without Brand X, you won’t be able to keep up. Insert consequences here, both personal and business. It’s easy to judge these brand messages as unimaginative, or manipulative in the predictable way advertisers are perceived by the public, but this narrative wasn’t born in isolation.