When marketers talk about disruption, it’s usually in reference to breakthrough innovation that has sprung up from within the organisation, or the industry it is part of.
But there is another place to look, often ignored, but full of excitement and potential. This is when consumers in their millions change habits and adopt new ways of going about their lives, propelling new categories, inspiring new ways to market and fuelling new growth.
Look at the rise of veganism for example. For decades, vegans were a tiny minority, camped well inside the 1 per cent of the population. In a matter of five years from around 2018 that all changed. Today, the global vegan food and drinks sector is wort
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