Operating environment

We live in a world that is increasingly less predictable, so we seek more meaning in our everyday choices. Our consumption habits are changing rapidly. Instead of buying as much as we can with as little as possible, people are stopping to consider what they really need and the long-term value it brings.

People choose brands they can trust to act responsibly and that reflect their own personal values and beliefs. Mindful activities make people feel happier. By inspiring people to live consciously, we play an even bigger role in peoples’ meaningful experiences.

The world is becoming more urbanized with over half of the world's population already living in urban areas. This has increasing implications for our lives, the choices we make and the environment around us. Markets are quickly growing and evolving. Asia alone will represent a majority of middle class consumption by 2030. Peoples’ cultural needs and desires will shift, requiring new insight to deliver value.

The aging population will double by 2050. Understanding the ways people choose to live and interact with the world in different stages of their life will be a critical factor for brands seeking to stay relevant.

People's demand for convenience continues to increase as we live busier and more connected lives. Technology disrupts current habits as it defines new behaviors and sets a new standard of convenience. Brands that can inspire and make lifestyles accessible and more convenient in the everyday will have a bigger role in people's lives.