PHD: We Are The Future. PHD’s piece on how the consumer of 2020 will take back control, voiced through the mouths of youth. The viewer is confronted by a young audience using the language of marketing – telling the marketer how they will need to ‘up their game’. It caused a great deal of controversy, particularly in the UK, with criticisms mostly focusing on the execution. Debate about the content polarised between claiming that it was unrealistic or already actually happening. It was a fascinating case-study showing how, in an increasingly networked world, psychological theories such as confirmation bias and herd mentality have increasing power.