I researched and wrote a market report on Progressive FMCG brands for a leading regional PR agency. The project involved interviews with brand owners and marketing consultants, plus an analysis of recent research on the challenges and opportunities facing FMCG brands.

I coined the term to describe the state of FMCG marketing – ‘the age of acceleration’ and defined seven drivers of this phenomenon:

 

1. The growth of e-commerce, accelerated by the pandemic

2. A retail sector going through dramatic change, even before the pandemic;

3. The emergence and consumer take-up of new technology;

4. Rise of the (nimble) artisans;

5. Changing consumer expectations;

6. Sustainability finally comes of age;

7. Socio-political and cultural pressures.

The report has become the agency’s primary thought-leadership platform.