There is a fundamental shift taking place in how we consume where brand has never mattered more, albeit in a different context and talking to a new type of conscious consumer who is hyper-aware in making mindful purchasing decisions. Brands requiring creative solutions to promote their ambitions for change need to look at the brand-level to connect with consumers by tapping into their tensions to create meaningful and memorable brand ideas. As brand consultants, we need to recognise the collective effort required to navigate this new space, using tensions at a brand level to unlock unseen opportunities and inspire innovation.
