Embracing Consumers’ Lived Reality through Communication

There are four states in physics; solid, liquid, gaseous, and plasma, and now one more state that is man-made! What is the state of the market we’re in right now? We are in a state where there is no order and no bonds that keep us together.

Clients, talent, business objectives are like particles. The lack of cohesion and order means that we need to build our businesses around uncertainty and disorder. The particles move freely and have no bonds that hold each other together in an ordered arrangement. That is a gaseous state of the market.

It is imperative to create a holding environment as a business, to act as a vessel that enables the best talent to deliver the best work for clients and brands who are under immense pressure and want to know that their creative agency partner is robust and at the same time adaptable and compassionate.

The external forces that affect our daily lives are shifting and changing constantly with the socioeconomic effects of the pandemic. The reality is that the consumer has many different challenges to deal with. What and how we communicate to the consumer needs to embrace their lived reality whilst being smart about how our brands can assist them in their daily lives!