Join us for our latest Uncomfortable Conversations event, "Are your customers sleepwalking into apathy?", in partnership with Publicis Groupe UK.
Oxford's Word of the Year in 2024 was 'brainrot'; defined as 'the supposed deterioration of a person’s mental or intellectual state, especially viewed as the result of overconsumption'.
It's no surprise. In recent years, apathy has emerged as a pervasive force shaping customer behaviour and socio-economic dynamics in the UK. Cultural shifts, digital saturation, economic uncertainty and political disillusionment are all factors in creating a permanent state of overwhelm. When there is so much to care about, it becomes hard to care about anything.
Optimism is low and apathy is rife.
Meanwhile, Zuckerberg and Musk continue to cosplay as techbro Bond villains, ditching fact checking and fuelling the flames of division. DE&I efforts are being silenced, stalled and debated. And the discourse around AI is hyped beyond the point of science fiction.
This tumultuous backdrop has profound implications for businesses. You couldn’t blame a brand for fearing leaning into any other feeling than happiness.
In this session, Sophie Devonshire will be joined by experts from BBH London, Paddy Power and Burger King to explore the rise of indifference and how businesses can inject more Zags into their brands to turn apathy into feeling.
Join us for a thought-provoking breakfast session - featuring BBH London’s proprietary tool (and way of formalising cliches in a category), The Zig Index with Felipe Serradourada Guimaraes, Executive Creative Director & Partner, BBH and Saskia Jones, Head of Strategy, BBH
Followed by a panel discussion with Karen Martin, CEO, BBH, Michelle Spillane, Managing Director Marketing, Paddy Power and Katie Evans, CMO, Burger King
Where they will discuss:
- How can brands can counteract apathy with work that makes their customers feel something
- Why eliciting different emotions - even the scary ones - is why the best work, works
- The role creativity plays in tackling indifference
- The role of craft in nailing authenticity
In the age of indifference, it’s the brands that can authentically spark feeling amongst their audiences that will thrive.
Our Uncomfortable Conversation series aims to create comfortable spaces to have honest conversations, bringing together our powerful and influential network to share challenges in an open environment. Where we spark provocative debate, encourage our speakers and guests to step outside their comfort zone, and push boundaries. As an industry, we far too often just scratch the surface of problems so we aim to delve deeper into everyday business challenges
THE DETAILS
Date: Tuesday 4 March
Time: 8.30am - 11.00am
Breakfast from 8.30am
Location: BBH, 60 Kingly Street, London W1B 5DS (nearest tubes: Oxford Circus, Piccadilly Circus, Bond Street)
Book your place
Business team member: This event is included in your membership
Member Standard: This event is included in your membership
Member Plus: This event is included in your membership
Member Access All Areas: This event is included in your membership
Subscriber: Not available at this tier
Non-member: Our events are predominantly for our members but please register your interest at [email protected] and a member of the team will be in touch.
In partnership with:
Speakers
Karen Martin
Chief Executive Officer, BBH
Felipe Serradourada Guimaraes
Deputy Executive Creative Director & Partner, BBH
Saskia Jones
Head of Strategy, BBH
Katie Evans
Chief Marketing Officer, Burger King
Michelle Spillane
Marketing & Brand Director, Paddy Power
