A new age of consumerism has dawned. Driven by the demands of highly influential Millennial and Gen-Z consumers, the pendulum has swung and this new trend is now transcending generational silos. This is not about innovating in terms of price, product, or the channel. It’s about understanding and connecting with the individual. It’s about aligning personal and brand values, and the hyper-personalisation of products and services through “segment-of-one” marketing. With regard to technology, the digitisation of sales and marketing is paving the way for this paradigm shift. Digital capabilities have revolutionised how brands engage with their customers and, more importantly, have substantially deepened the insights they can derive from their target markets. Through the application of data analytics engines, artificial intelligence (AI) and big data, brands can uncover unprecedented opportunities to treat customers as individuals, talking to and engaging directly with them, rather than t...

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