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4021 - I believe that in the future brands will need to be mindful

The practice of mindfulness is changing the way we experience the world, process information, and ultimately what we want from life. I believe brands have been benefiting from ‘mindless’ consumer behaviour. As mindful consumers increase in number, this poses significant challenges to how brands create value for businesses. Therefore, brands need to themselves become mindful, applying its principles to brand strategy and communications: creating true value for inner lives, communicating for a highly attentive audience, and encouraging mindful purchasing behaviour.

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