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GLOBAL 2016: Brands often change more slowly than their customers

The world and families are changing in composition, roles, and gender identity. That means influencers, decision makers and purchasers are changing. Brands often still, for the most part, follow traditional marketing norms, but some try to throw in a little edge to appear modern. It’s just not enough to throw in a picture of a gay dad into the mix or run a female empowerment campaign for a couple of months. Brands need to better reflect, and stick to, our changing culture.
Jim Joseph
President of the Americas
Cohn & Wolfe