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Context or Chaos: 3 Ways Modern Brands Can Break Through and Thrive

In chaotic times, brands need empathy and creativity in order to connect with consumers. It all begins with context.

Today’s world is disrupted by a whirlwind of issues: social crises, political uncertainty, climate change and concerns about the implementation of artificial intelligence, to name just a few. Four in five people (83%) say the world today is changing too fast, according to the Ipsos 2024 Global Trends survey of 50 markets.

Brands must constantly adapt to this chaos by planning around shifting contexts – or else risk falling into a futile cycle of reactivity.

Breaking through requires a comprehensive knowledge of context for brands to position their products and services, an ability to speak creatively to form a deeper brand connection with their ads, and a consistent customer experience that can be measured and optimized.

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