‘May you live in interesting times’ – so goes the phrase.
And they do feel pretty interesting.
Mass urbanisation, shifting demographics, tech disruption and climate change are shaking up the world as we know it. Add in cultural polarisation, siloed living and a growing tendency to experience the world through our smartphones, and fragmentation has become the norm.
In the face of all this upheaval, brands are struggling to connect to what people want, need and expect.
Are the days of purpose-led organisations and a commitment to people and planet over? Will we see a full throttle return to profit over principles? How, amid all this fragmentation, can brand leaders better connect to their audiences and drive growth?
To start, we’ve identified the three main areas of disconnect facing brands today. They may sound familiar.
