If not now, when? 5 opportunities for brands to shape their future

There were the things that should have been but weren’t: birthday parties, graduations, weddings. And the things that were but shouldn’t have been: unnecessary consumption, the fragmentation of community values, environmental harm.

As the world begins to recalibrate, public opinion appears ready for positive change, shaped by a desire to create more things that should have been, but rarely were: awareness, empathy, justice. 

For brands that want to shape the future, now is the time to replace rhetoric with action. 

But what are the opportunities for growth and how do you navigate them?

At the Marketing Store, we’ve interviewed a cross-section of European consumers to understand how their beliefs and behaviours have changed, and identified 5 key areas for brands to focus on.

Our findings have informed a detailed new research report—If Not Now, When?—which will be launched later this month at an exclusive online panel discussion.

Chaired by our Head of Strategy, Gareth Kane, the panel will be streamed live via Zoom on the 4th Novemeber (GMT) from 4-5.30pm and will feature leading marketers including:

Nuala Donnelly, Head of Music, O2

Gonzalo Calvo, Global Brand Director, adidas Football

Ruth Hinton, Group Insights Manager, Vue

Megha Sthankiya, Senior Culture Strategist, The Marketing Store


From putting proof behind your purpose, to building communities based on co-creation; rethinking your customer profiles, to navigating ethical consumerism, we’ll explore the best way to drive innovation through action.

If you would like to join us, please register here.

The first 150 guests to register will receive an exclusive print copy of the report by post, as well as a G&T and snack to enjoy during the panel. 

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