A new world of macro flux has suddenly emerged from the old - a world where economic, environmental and geopolitical change have come together to destroy the previous stability and drive us into a state of almost constant low-level panic. A new world where meaning and truth are being challenged like never before, and the retreat to the safety of the past is in full swing. Brands must adapt quickly, and rethink their promoter instincts and become trusted partner brands in order to build deeper bonds with their customers, and drive advocacy. Advocacy is survival in times of macro flux, and to build true advocacy in the current climate brands must fulfil the three key needs of the customer in macro flux - be useful to me, be knowledgeable of me, be integrated with me.