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Opinion: The future of brand purpose
Gen Z consumers are more likely to ‘see through’ or dismiss brands who have big claims and emotional advertising around their purpose, says the author
Opinion: Reimagining time as meaning
The author lists opportunities for brands to reframe and reimagine relationships with time
Opinion: How can brands deliver great value during these times?
The author states that the biggest opportunity for marketers is to understand how the meaning of value is being reconfigured in consumer minds during these times and adapt offerings to this new meaning.
Opinion: India - tradition meets social distancing and brands meet a 'new consumer'
As safety is the most fundamental driver of the new normal, ‘safe consumption’ will be the next big thing for marketeers to consider, according to the author
Opinion: The purpose of purpose - why does it matter to the consumer?
In a world that is becoming universally branded, brands have become essential mediators for many aspects of our lives including aspirations, relationships and beliefs, says the author
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