144.颠覆常规：马克关于品牌和可持续发展的探索

贝望录

In this insightful episode, Bessie Lee sits down with Mark, a key figure at Accenture Song, to explore the intersections of sustainability, technology, and consumer behavior. Mark shares his journey from founding a design firm to becoming a thought leader and sustainability advocate at Accenture. They delve into the importance of customer-centricity, the challenges of purpose-led marketing, and the impact of generative AI on future customer interactions. Join us for a compelling conversation that sheds light on global trends and offers valuable takeaways for brands and marketers.

Key highlights:

Sustainability in Business: Discusses challenges in shifting business models to be more sustainable; Emphasizing behavior change among consumers and the need for relevant, value-based messaging in sustainability campaigns.

Purpose-Led Marketing challenges:The potential pitfalls of purpose-led campaigns and strategies to navigate them; Strategies for ensuring relevance to the audience and staying within a brand’s “permission space.”

Technology’s Dual Impact:The dual-edged nature of technological advancements and their societal impacts; The need for society to adapt and mitigate negative consequences.

Generative AI and the Future of Customer Interaction: The transformative potential of generative AI on interfaces and customers experiences; Preparing for AI-driven changes in brand interaction and customer service.

Creativity and Innovation in a Risk-Averse World: The decline in creativity due to efficiency-driven cultures; The need for differentiation in a world increasingly augmented by AI.

Decade of Deconstruction: the redefinition of life milestones and systemic trust; the impact of demographic and societal changes on brands and consumers.

If you're interested in the reports mentioned in this episode, you can download them through the following link.

Accenture Life Trends 2024:

https://www.accenture.com/cn-en/insights/song/accenture-life-trends

Our Human Moment

https://www.accenture.com/gb-en/insights/song/our-human-moment

【本节目由Withinlink碚曦投资协作体出品】

【嘉宾】

Mark Curtis

Global Sustainability and Thought Leadership Lead, Accenture Song

【主持】

李倩玲 Bessie Lee

广告营销行业资深从业者，商业观察者

【后期制作】

小朱

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【互动方式】

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