Culture evolves, customer expectation shifts.
Someone is already rethinking your category.

Today’s products, experiences and brands are cultural artefacts that give insight into our social, commercial and industrial lives. They tell stories of affiliation and rebellion. Of provenance and advancement. The value of these contemporary totems is driven not simply by what they are, but by what they express.

And in consumers’ quest for expression, we see a shift. While once they would signify economic capital, the advent of the knowledge economy and the financial crisis of 2008 shifted expression to intellectual capital. Now, amid a revolution in social justice we see another shift emerging – towards ethical capital.

The express arena is a broad, complex and dynamic space of those products, experiences and brands that address consumers’ fundamental motivation to express identity – as they navigate a changing world.

The brands that get it right create extraordinary relevance and heightened value. The brands that do not are being challenged by unexpected players. Culture evolves, customer expectation shifts – someone is already rethinking your category.

Read on for Global Chief Strategy Officer Manfredi Ricca’s Express Arena overview.