Editor’s choice - April 2018

Elen Lewis selects five pieces of content from the Clubhouse.

1. The five whys
In the final edition of our journal, Market Leader, columnist Rory Sutherland explained why a tale of stone erosion and insect behaviour illuminates the importance of asking more whys.

2. Ramadan culture
Olga Kudryashova, Planning Director, Y&R Middle East and North Africa explains how millennials are redefining Ramadan offering brands an untapped opportunity to connect with them.

3. Speak up, every day
One woman who pushed for a pay rise was asked if her husband’s career was in trouble. Sue Unerman, chief transformation officer, MediaCom on why bravery isn’t just about scaling mountains but about speaking up every day to defend one another.

4. Making cities more people friendly
The Behavioural Architects, Crawford Hollingworth and Liz Barker on how BE working with architects and planners can bring life back to the cities.

5. I want to be an active verb
Jim Carroll writes in Market Leader on the human desire to do, not to be, and says that brands would do well to reflect on this. Strive to be a cause not an effect.