Research on exploring expectations, importance and actionability

In collaboration with McKinsey & Company, Consumer Brands Association studied expectations from the following stakeholder groups: consumers, retailers, employees, investors, and government.

Themes that emerged:

• Brand authenticity: Be who you say you are.
• Sustainability: Do something tangible, measurable, and understandable.
• Diversity, Equity, and Inclusion (DEI)
• Integrated experiences: Focus on the basics, data and curate across physical and digital touchpoints.
• Future of work: Talent flexibility and automation will be the norm.