Today, consumers want brands that fulfill deeper emotional needs. Brands that are willing to be transparent and humble. Brands with sincere commitments to the environment, social equity and responsible governance. This is a far cry from consumer needs just a decade ago.
Thanks to an explosion of creative tools like Final Cut and GarageBand, and public forums like Pinterest and Instagram, we're defining ourselves increasingly by our own output. Sadly, even the best tools do not an artist make.