​Something very cool is emerging in the commercial world. Brands are beginning to lead on some big, juicy issues. Some might say that’s because of the vacuum of leadership that exists at a government level in many key countries around the world. But that is underestimating the power of the people and in particular the new generation of power consumers. 

​When was the last time you took a call on your phone without knowing who it was? How many ‘cold’ emails do your respond to, that’s if they get through your spam filter. Put up your hand if your using ad blockers on your browser. How’s your enthusiasm for FB ads in your feed? The reality is, traditional sales and marketing channels are stalling, new channels are narrowing. We are simply becoming less trusting of uninvited interruption.