With people feeling on edge and downbeat about prospects and opportunities, they need to vent. Holding back weighs you down, so people will find ways to express anger and frustration. Brands will find that success lies as much in managing negative consumer energy as in inspiring positive energy. Catharsis will grow in importance as a brand benefit because this outrage will need to be spent before optimism can be felt. This psychological ‘sunshine after the storm’ will keep people engaged even as they are enraged.