Living up to your brand values is not just ethically sound, it’s a strategic growth driver. What’s driving the decision on what people are buying, and who they’re buying it from, is not price or quality – but what the product and brand stands for. This is the rise of ethical consumerism, and it’s caused a revolution in customer loyalty.

In Ethnographic Researcher Catriona Hay’s experience, a little bit of empathy can make a whole lot of impact. A tiny fix can change a whole design. Often, these tiny fixes come from truly grasping what the end user needs – understanding the human on the other side of the design, and being able to empathise with what they need.

Justin Small, CEO of Future Strategy Club discusses how, as the business landscape undergoes unprecedented economic, environmental, and geopolitical shifts, the imperative for brands to foster authentic connections and demonstrate true value has never been greater.