Is 'Staying Relevant' For New Consumers A Contradiction in Terms?

Space Doctors – 5 March 2021

Source Space Doctors

In a world of ever shifting priorities the challenge of “staying relevant” is increasingly difficult for brands across cultures and categories. As consumers themselves become category experts – or even leaders – it is no longer enough for brands to track and adapt to changes in their commercial category landscape. Brands must instead actively engage with the culture their empowered consumers are creating and ask themselves What would it look like to radically centre my audiences' actual needs?

In this piece we examine the insurgent brands who have done just that, to understand how ambitious brands can reconsider their assumptions and create consumer centred strategies to stimulate genuine freshness, connection and loyalty.