Financialisation of the economy, standardization of products and consumption patterns, acceleration of technological change, distance from decision-making centers, reduced leeway for governments… all the consequences of globalization create a feeling of loss of meaning among citizens.
What is the meaning of my work, of my consumption ?
What do my country’s leaders and my company’s decisions mean?
For companies and brands, fiinding answers to these questions is a powerful way to increase audience commitment.
Because of its ability to connect the major components of a project or a brand with memorable emotions, the narrative is the best channel to express these responses.