Our intelligence suggests that society currently lacks a grand narrative, an embodiment of its ideals, values and goals. Historically, such narratives have given cohesion and direction to society, acting as an accepted vision of what society and its members seek.
We are monitoring the development of a new grand narrative for society, one that so far seems to go against a basic element of the now discredited former grand narrative: namely, “bigger is better,” in home size, drink size and so on. The KFC commercial below shows that the adverising world is catching on to the fact that the “bigger” mantra of the old grand narrative is losing appeal. Meanwhile, we are watching closely to keep track of the next grand narrative as it develops.