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"8 Billion Sources of Innovation"

Uncovering new opportunities for growth and good

A worldwide population of over 8 billion people is ushering in a new era for humanity. Today, modern brand marketers are using human insights to find new opportunities, future-proof their business, address unmet societal needs and build loyalty among consumers of all ages.

At a Dentsu-hosted gathering at Cannes, we explored new brand value propositions, human-centric design for individuals and opportunities for growth and sustainability.

While the industry has historically been wired to view population growth as a stimulator for consumption, that is no longer sustainable. Brands such as Dentsu, General Motors and Microsoft understand that society’s greatest issues impact their consumers. The goal is to drive business as well as change.

The unique issues an individual faces can offer insight into new opportunities for growth and ways for brands to authentically address consumers’ unmet needs. The key is to find universal truths that will resonate with diverse audiences so that many more people can benefit from the new human-centric designs.

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