What do we really want from brands? Whether you're a Gen Xer, born into the Gen Z era or someone who doesn't identify with a category at all, since we started playing around with the internet, our expectations have changed. We've become accustomed to finding what we want quickly, having our queries responded to in real time, the overnight delivery of our purchases and the positives of personalisation.
At the same time, we're also feeling swamped by information, messages, feeds and advertisements, all competing for the little time we have. All businesses have been told they need to keep up...