"It's not just about observing, it is about anticipating consumers' changing behaviours and attitudes."

Relevance should be the cornerstone of any marketing activity. If an idea fits the consumer's aspirations and motivations at a certain time and place, then it is relevant. Understanding this provides us insights that lead to successful marketing opportunities.

• Consumers are like chameleons; they tend to adapt their attitudes, and behaviours to the environment they live and (inter)act in
• Using traditional value systems to describe consumers is not fitting today's reality because It ignores the adaptive behaviour of consumers
• Our rapidly evolving societies are characterised by an increasing sense of alienation. This explains why nowadays consumers like falling back on their safe and familiar micro-cosmos, and why reliability and security have again become key-values