If you could solve one problem, what would it be?

I think we will see a renewed focus on purpose-led marketing based on the success of direct to consumer brands tapping into consumer beliefs and concerns. This means brands and companies will need to really zero in on what they stand for and demonstrate that relentlessly through all the things they do. When we look to the future it’s easy to reference the impact of data and automation, but ultimately we need to harness that data to influence human behaviour and build brand love. Really tapping into what drives that association with your brand over another remains as vital today as it was yesterday, and will be tomorrow.