For many consumers, rising prices have outpaced the invasion of Ukraine as the primary worry, greatly eclipsing COVID-19, and even making some consumers forget about the unfolding threat of climate change. Clearly consumers live in a complex society. Weighing their short and long term needs is a day-to-day task. Understanding how consumers cope with uncertainty whilst investing in sustainable and inclusive growth, has become a prerequisite brands. To find guidance, this presentation taps from social scientific research. It provides an understanding of the human context and changing consumer behavior and how to take advantage of it. It discusses the psychological process of ‘turning inwards’, it offers a sociological take on ‘trust shifts’ and provides an anthropological perspective on ’crisis culture’. Please do not expect a summary of academic facts, but rather a useful translation into business strategies. This presentation helps brands to confidently navigate through the turmoil and find smart solutions to satisfy both short and long term changing customer needs.

This presentation will uncover one of the biggest opportunities (and obligations) for organizations in the coming years: contributing to a meaningful life. How? improve mental wellbeing, build social ties, create transcendent experiences. Long before the COVID-19 pandemic hit our society, people had been reshaping their lives to find more meaning. People are increasingly aware of the importance of mental well- being. However, there are multiple reasons why good mental health is under pressure. Improving people’s mental health provides a great opportunity. Sames goes for the fundamental need for social connection and the developments that currently influence that need. This presentation will provide context and guidelines on how to become more meaningful.

In the near future, every organization needs a strategy to be relevant for Generation Z (currently 7 to 24 year olds). That is why this presentation will explain what drives these young people’s behavior. And turns it into strategies and opportunities. The warning call here is to go beyond creating cool apps or experimenting with TikTok. The formative years of generation are characterized by global forces such as climate change, polarizing
politics and the Covid-pandemic. These forces have a strong impact on the mindset, values and needs of the youngest generation, Gen Z. They want – and expect – the world and brands to move forward. How? That is
the core topic of this presentation. Companies that fail to grasp the profound implications of this shift will find themselves ill-prepared.