Customers are at the core of brand and marketing – or so we would like to believe. The unfortunate truth is that in the pursuit of business outcomes and performance metrics, customer demands and expectations often are being sidelined.
Through 2024, customers called out and boycotted several brands and agencies for tone-deaf ‘creative’ campaigns, inauthentic influencer collaborations and for failing to follow through on their purpose-led promises.
This raised a crucial question: Are we truly enabling enhanced customer experiences, sharing meaningful stories and prioritising people instead of merely pushing products?
Asmaa Quorrich, CEO,
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