01. Conditional Authenticity
Brands are asking: How do I demonstrate authenticity and trustworthiness?
In 2027, they should be asking: When are consumers happy to accept the artificial?
Control Shift: The Trending 2027 Report
We all feel it: control is in short supply.
From AI acceleration to geopolitical turbulence and economic volatility, external forces are buffeting brands and consumers from all directions. The world feels increasingly hard to trust, difficult to afford and impossible to predict. The instinctive response is to search for answers. But many of the assumptions shaping business strategy are already out of date.
Explore three opportunity spaces with three questions brands should be asking in 2027.
02. Emotional ROI
Brands are asking: How do I prove value?
In 2027, they should be asking: What feels worthwhile when consumers are stretched in every direction?
03. Capability Culture
Brands are asking: What problems can I solve for my customers?
In 2027, they should be asking: How can I equip my customers to solve problems themselves?
