How does a trend consultancy work? And have companies become more empathetic with the pandemic? This week’s Media and Marketing program welcomes Paula Englert, partner and CEO of Box 1824.
Paula also talks about digital transformation and how sustainability guidelines have changed the way people consume —see, in the video above, the program in its entirety.
“Mapping trends is looking at the tides. The future is already here, but it is poorly distributed. These trends change our lives all the time, but today everything is faster. We have less time to act”, he says. (as of 3:41).
But how has confinement changed the way people see the world? “In the past, everything in digital was rational – promotions, prices. Sensory experiences were in the physical world. This relationship had to get closer to the digital one. That’s why WhatsApp and Instagram have become such important sales tools”, says Paula (as of 7:44).
“People are more empathetic. And it is no longer accepted to have business to the detriment of society, of suppliers. Today, ethics is more important than aesthetics. The impacts of companies on society are more important for most consumers”, declares the executive (from 31:30).
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