How can brands inspire, connect with and activate people? Last year in Hong Kong I spoke at the Consumers International Global Congress about ways of empowering people as we progress through the communications revolution. You can view the video below, but here are some of the observations I’d most like to share from the day:
- Previous ‘megatrends’ such as the Industrial Revolution or the Space Race have been limited by reach and effectiveness, but the communications revolution will have no such local or regional constraints.
- The internet has an important part to play; over the next 10 years it will become more and more a place that enables people to go beyond searching and sharing to ‘activating’ too – as shown already by events such as the Arab Spring.
- Throughout the twentieth century, brands have created emotional appeal and the promise of a better life, but they now have the opportunity to become canvases by which people can form the next era of relationships and help activate them across the globe.
- If transparency can become part of brands’ relationships with their consumers, this will help them to play an integral role in driving and benefiting from the promise of the communications revolution: better social justice, empowerment and global environmental sustainability.