“Dawn Breaks, Which Is No Small Thing”
The sun comes up every day. We make decisions every day, in every moment. Constantly something is happening.
Our daily lives are filled with simple yet significant events. After all, making a decision is undoubtedly an event; a small milestone that shapes our destiny.
We're using the title of the surrealist movie *Dawn Breaks, Which Is No Small Thing* , directed by José Luis Cuerda (originally known as “Amanece, que no es poco”, to dress up and elevate an act that may seem trivial to us, but which, deep down, isn’t: Every decision (like every dawn) is an event.
As in that film, our decisions today are made in a strange context. In Dawn Breaks, Which Is No Small Thing, surrealism permeated everything. Our real world and society are undergoing a period of profound transformation. Events are unfolding that we would rarely have predicted some years ago: new technologies, new forms of intelligence, new values, and resurrected political currents. Together, these shape a social framework with pseudo-surrealist overtones, much like in that celluloid tale.
Indeed, this is no small matter. Because each time a consumer chooses a brand, signs up for a service or acts on a message, another chapter in their relationship with the brand is written.
The e-book you are browsing, compiles our PFinsights from 2025, a year which is now drawing to a close. PFinsights are brief yet valuable insights into social trends. We believe that they provide a framework that helps us to read between the lines and make sense of events in consumers' day-to-day lives. These events shine a spotlight on the small aspects of everyday life that make the analysis of our society so stimulating.
Punto de Fuga - Your Research Team
