What if nothing really changes? What if people continue to be tight on cash, but you have to put up your prices to survive? What does ‘premiumisation’ look like for the cautious, sceptical consumer? And if people continue to be polarised, what role does a brand play in navigating the evolving culture war landscape? What’s beyond ‘ragebait’ marketing? Brand storytelling and communications will come to the fore to help businesses navigate these harsh headwinds. In this second session in the Getting Future Fit series, we'll provide tactical ideas about the role brands should play in premiumising offers and finding the sweet spot among polarised audiences.
Featured Speakers
Jared is Director of Cultural Strategy at Canvas8. He has over 15 years of experience understanding what makes people tick and how culture is evolving. He has a background in creative development and brand strategy and now heads up Canvas8's Cultural Intelligence team - interrogating how brands can better equip themselves for success by using cultural insight and foresight.
Anna is a senior behavioural analyst at Canvas8. Her background in journalism spurred her interest in the intersection of power, identity, and media. She has a master’s in Gender, Media and Culture from The London School of Economics, where she researched media representation and diversity. Outside of work she can be found gardening, taking too many photos, or endlessly trying to crochet the same scarf.
