The Great Reset was an open Davos branding campaign, not a secret

Evidence

The conspiracy theories swirling about the Great Reset may well be a case in point. When they started showing up at the early anti-lockdown protests, they were presented as if a great secret was being revealed. What was strange, though, was that the Great Reset wasn’t hidden—it was a branding campaign that the World Economic Forum had kicked off to repackage many of the ideas it has long advanced: biometric IDs, 3D printing, corporate green energy, the sharing economy. All were hastily positioned as a blueprint for reviving the global economy post-pandemic by “seeking a better form of capitalism.” Through a series of videos, the Great Reset brought together heads of transnational oil giants to opine about the urgent need to tackle climate change, as well as politicians pledging to “build back better” and bring about a “fairer, greener, healthier planet.” It was standard-issue Davos fare—arrogant, to be sure, and many parts were actively dangerous. But there was nothing new or hidden about it. — Naomi Klein, Doppelganger, 785

Categorization

• QUESTION: Worth checking whether Klein later uses the Great Reset as the model demonstration of how open elite rhetoric gets read as covert plotting.