“In 2019, every company is a tech company,” observed Sorcha John, managing director of Iris Singapore, at SXSG: The Destruction of Disruption recently.

The agency recently presented the trend event – with some of the biggest takeaways from this year’s South by Southwest Music Festival (SXSW).

“The way the consumers find you, the way that your production models shift and will change, is through technology,” she said.

“Everything you do should be through that lens.”

With disruption at the forefront, “incredible collective opportunity” is coupled with “incredible collective culpability”.

Herein lie three key trends – and opportunities – for brands:

Trend 1: Disrupted people

Consumers have become “so fragmented, so distracted – we don’t know who we are anymore,” said Natalia Tan, business director of Iris Singapore.