Customer experience is the ultimate output of a company’s brand promise, determining whether a business stands the test of time or fades into obscurity. But CX, and by extension brand loyalty, is on the verge of being totally unrecognisable from what we have known until now. CX’s position as business-critical, however, is resolutely unchanged. The latest research from FSC offers a practical way to navigate the coming change.

Strategy is no longer just about efficiency and positioning: it’s about narratives, culture and connections. Creativity is about thinking differently, about new solutions to complex problems. And in a world characterised by uncertainty and change, a creative outlook is the new strategic imperative.

Disruption is the watchword of today’s working culture. The economic impact that comes from a disengaged and anxious workforce is enormous – but so is the opportunity to reverse it. Effective leaders today must rally everyone together to build the resilience that we need – as individuals and organisations.

Social platforms are the most powerful persuasion engines in human history, but they operate on an entirely new set of rules. Brands need to stop thinking in terms of broadcast marketing and start mastering the dynamics of networks, culture and community. FSC’s white paper, The Power of Social, tells the full story.

The green transition industry has suffered a number of blows in 2025, slowing progress. But whilst the opportunities for growth (and the paths to get there) may have changed, they are still abundant. In our new reality, strategic storytelling is an incredibly powerful tool to inspire the confidence the market needs to move forward.

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.