Being human in the age of tech



The Industrial Revolution 4.0 is now well underway with technology making tangible changes to the way we live, work and experience brands. The rollout of 5G looks set to accelerate this transformation even further, and could be the biggest single opportunity—and challenge—for brands in 2020.


We should be careful not to focus only on the practical applications of technology, though. Instead, as brand managers and creators, we must look at the influence it has on us at a human level, affecting culture and society at large.


By focusing on the real, human effects and on behavior change in the long term, we will be directed by true trends, rather than led by fleeting fads.