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1、ContentsIntroduction
2、2Purposeiseverything
3、6Payingdownexperiencedebt
4、14Fusionisthenewbusinessblend
5、22Areyouatrustbusterorbuilder?
6、30Theamplificationofconsumerparticipation
7、38Valuingyourmostimportantasset—talent
8、48Diffusingagilityacrosstheorganisation
9、56IntroductionThehumanconnectionEveryindustrialrev
10、olutionwascatalysedbyamajortechnologicalevolution.Todayisnodifferent.With90percentoftheworld’sdatahavingbeenproducedinthelasttwoyearsandmorethan26billionsmartdevicesincirculation,wearelivinginaneraofunprecedentedtechnologicalinnovation—onethathasspurredtheFourthIndustrialRevolution.1URFIRSTGLOBALMar
11、ketingTrendsOreportis,inmanyways,aresponsetothisFourthIndustrialRevolution.Yet,it’snotatechnologyreport.Fornomatterwhicheraweliveinorthetechnologyitbringsforth,thehumanremainsconstantthroughoutthisrelayofrevolutions.ThisreportisintendedtoguideC-suiteleadershipindevelopingtheirstrategiesinthisfast-ch
12、angingdigitalmilieu,whilekeepingthehumanfrontandcentre.Inthisspirit,wesetouttoexplorehowbrandscannavigatetheincreasinglydigitisedbusiness,economicandsocialenvironmentinawaythathelpspreserve—andevencultivate—theirhumanconnections.Throughinterviewswithmorethan80subjectmatterexpertsacrosstheglobe,weide
13、ntifiedsevenkeytrendsonwhicheverybusinesswilllikelyhavetofocusoverthenext18to24monthstohelpbuildasociallyandhuman-consciousenterprise.Tocreatethisreport,weintegratednewresearchandanalysis,insightsfromacademicliteratureandstoriesfromthefield.Whileeachofthesetrendsvariesinage—conversationsaroundsomear
14、ejuststartingtopickupinthepublicspherewhileothershavebeennotedinliteratureforcenturies—there’sacommonthreadthatrunsthroughthem,onethatputsthehumanattheforefrontofourdigitalenvironments.Seventrendstohelpbrandsrefocusonthe“human”Justaspeopleexpectbrandstotreatthemlikehumansandnotmerelyastransactions,t
15、heyalsoexpectbrandstoactmorehuman.Thismeanstheyexpectthebrandswithwhomtheyinteracttoembodyhumanqualities—besteadfastandtransparentintheirbeliefs,consistentintheiractionsandauthenticintheirintentions.O
