Backstorytelling
Organizations are using the power of stories to share relatable heritages, missions, personalities and reasons for existing.
Industry: Advertising
Overtargeting
Lured by the promise of Big Data, organizations segment audiences too narrowly and unintentionally end up abandoning large groups of potentially lucrative customers.
Manipulated Outrage
New tools in media and advertising make it easier for brands and organizations to manipulate people’s emotions, incite rage and elicit strong reactions for their benefit.
Enlightened Consumption
Empowered with more information about products and services than ever, people are choosing to make a statement about their values and the world today through how they buy, work, consume, and invest.
Disruptive Distribution
New models of distribution are disrupting the usual channels, cutting out middlemen and building more direct connections with fans and buyers.
Data Pollution
Organizations are facing the challenge of finding and investing in the tools that help them draw actionable, practical insight out of data that can mislead as easily as it informs.
Precious Print
Thanks to the digital revolution, people are developing a more meaningful and emotional relationship with physical objects and printed material.
Mainstream Mindfulness
Some of today’s most innovative and influential ideas are coming from complete outsiders whose unconventional quirks disrupt entire industries.
Passive Loyalty
A new understanding of loyalty is challenging brands to get smarter about how they can generate brand enthusiasts.
Desperate Detox
As technology, media clutter and an overload of gadgets make life increasingly stressful, people are seeking moments of reflection and pause.
