A fresh generation of individuals are choosing to activate with the brands that share their values and beliefs.
Through a lot of the last century, advertising obligated visitors to focus on what brands need to say. A small number of television, radio or newspaper channels left the general public without choice but to take the message that had been communicated. In a nutshell, attention was easy to fully capture, and consumers were powerless to the will of big business.
In the 21st century, we face a completely new reality — because of the web and the near universal usage of social media and digital devices. Nowadays, individuals are confronted with thousands of choices; turning attention into perhaps one of the most valuable commodities. That is why a number of the world’s biggest brands are struggling for connecting with people in a meaningful way, regardless of spending billions on advertising.