We have gained momentum because we have been faster to react, faster to adapt, and faster to make decisions. We are moving at the speed of our consumers: Generation Hustle. These individuals are constantly adapting and reinventing themselves – and so must we. They have a filter for inauthentic actions from brands and influencers, which is why we have shifted from storytelling to storydoing.
This keeps the values of authenticity and relevance at the heart of everything we do. But what does it actually mean?
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