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Be agile: We live in a world of constant disruption and challenging innovation. Think
and act agile; adopt start-up thinking. From product development to brand marketing,
innovate to stay ahead of your competitors.
Exploit technology: A digital-first approach is essential. Explore how your brand can
embrace technology to drive greater reach and create more value for the customer.
Understand shifting gender roles and new demographics: From smart teens to single
households, there are new demographics to provide for and market to. But the biggest
challenge may be responding to a more feminised world, where brands must deliver
beyond the usual gender stereotypes.
Respond to commodity challenges: From food to water to the manufacturing process,
sustainability is an issue that will continue to dominate the 21st century. Brand strategies
must take this into account to ensure credibility in a market where consumers expect
responsible attitudes.
Turn your brand values into compelling content: Inform, entertain, communicate.
Brands must think wider. Use your brand’s influence to support artistic, educational or
scientific projects.
Explore the connections between digital and real world: The sweet spot for creativity
is where the real and unreal meet. And wearable technology opens up new horizons for
the fashion sector in particular.
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Future Insights