Brand Design

Fluidity reigns as consumers command a voice in a brand’s evolution.

Rapidly shifting market conditions and higher consumer expectations require brands to embrace change — and nimbly respond to it. Interactions that feel purely transactional will be dismissed as a “business move,” while brands that invite dialogue and actionable feedback will expand relationships as they allow consumers to shape their trajectory.

Brands will have to prove their commitments to ESG and DEI.

Thanks in large part to the influence of Gen Z, brands are increasingly expected to express their values around environmental and social causes. Now, they have to prove it. Leading with transparency while supporting messaging with metrics will demonstrate that actions line up with promises to contribute to a more sustainable and just world.

The golden marketing rule of “understand your audience” has never been more important.

Ethnographic research and community engagement will be critical for brands to understand the “who” and “why” of place. Developers and organizations will win hearts, minds, and business by connecting people to what matters to them.