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.

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Jill Estorino, evp/global marketing and sales, Walt Disney Parks and Resorts
Photo Credit: ANA

“This small team is really focused on trends, identifying opportunities, and actually anticipating where we need to move as a brand. And this understanding has really helped us think about new ways to engage with our consumer, and to allow them to actually be an active explorer of our brand, versus a passive consumer of the magic.”