Generational theory still matters when applied correctly
Jennifer BenderGenerational theory can be a useful tool for marketers looking to define common traits in different age groups – but only with a healthy dollop of scepticism.
What globalisation’s divided future means for brands
Jennifer BenderTariff disputes and an increasingly insular political climate has left global brands in a challenging situation – but there are ways to deal with changing consumer attitudes.
Climate attitudes are changing among consumers creating an opportunity for brands
Jennifer BenderRather than retreating from dealing with climate issues, brands should realise the opportunity to lead in this space and create value.
Brands should think like futurists and shape the tomorrow they want to see
Jennifer BenderAdopting the mindset of a futurist could open marketers up to greater opportunities and keep them on the cutting edge of culture.
How can brands navigate increasingly divisive consumer opinion?
Jennifer BenderPolitics is becoming increasingly divisive – and marketers need to prepare and adapt for an uncertain future. Doing nothing will only leave your brand in a difficult position.
Brands need to embrace both the worry and promise of technology to win over consumers
Jennifer BenderConsumers often have a mixed relationship with technology seeing it as both a friend and a threat. It is the job of marketers to help navigate these concerns.
What Nouveau Nihilism can teach brands about indulgence and consumer motivations
Jennifer BenderAs consumers become increasingly pessimistic about the future of the world – there’s a burgeoning trend to live for today and forget about the consequences.