Disney is a specialist in fairytale endings – and, in keeping with this core brand principle, the company has ramped up its efforts to understand the emerging desires of tomorrow’s consumers.
“In the last two years, we have stood up a Consumer Foresight research department,” Jill Estorino, evp/global marketing and sales for Walt Disney Parks and Resorts, explained to delegates at the Association of National Advertisers’ (ANA) 2018 Masters of Marketing Week.
“This small team is really focused on trends, identifying opportunities, and actually anticipating...