Organised by Saatchi & Saatchi
This year at Saatchi & Saatchi we set out to understand how our perspective on value is evolving, post-pandemic. This ‘Value Equation’ is the instant and subconscious calculation that gives people a sense of whether something is ‘worth it’ vs the competition.
Ken Hughes, a leading consumer, shopper and cyber shopper behaviour specialist and a TED speaker will open the afternoon with his insights into the emergent values of the new Captive Economy. He will outline the psychology of recovery, the stages and values that society will pass through over the next months and will cover how these emergent values will change the nature of competition in the years to come.
As part of this 90-minute event, Saatchi & Saatchi’s Head of Strategy Sam Wise and Charlie Archer, Data Arts Senior Manager will also share original research which reveals the changing purchasing attitudes and behaviours post-covid, from home workers, concerned youth and essential workers, to those in more precarious work – and how their lives and experiences have been shaped in similar ways by the pandemic.
This research is the result of a nationally representative longitudinal study that tracks from the first month of the crisis to June this year to draw out the reactive vs enduring changes.
Our panel of specialists will also discuss the connection between what’s changed for audiences in a post-covid world, and what that means for brands as they consider their value positions and their marketing plans going forward.
Original Research led by: Sam Wise, Head of Strategy at Saatchi & Saatchi and Charlie Archer, Data Arts Senior Manager, Saatchi & Saatchi
Sam & Charlie are looking into groups of people whose experiences have been shaped in different ways by the crisis: home workers, concerned youth, essential workers, those in more precarious work.
Ken Hughes, Leading Consumer & Shopper Behaviouralist
As one of the world’s leading authorities on consumer and shopper behaviour, Ken explores the needs of the new consumer and predicts the changes to come. He advises some of the biggest brands in the world on customer experience, omnichannel strategy and the new shopper. Ken is an author and TED speaker.
Lucie Greene - Forecaster, Strategist, Author
Lucie Greene is a forecaster, strategist and award-winning author Silicon States: The Power and Politics of Big Tech and What it Means for Our Future. She specialises in cultural trends, consumer insight and brand innovation. She has been featured as an expert on trends and consumer insights on the BBC, Fox News, CBS, CNBC, Financial Times and Bloomberg TV.
Jennifer Roebuck - Chief Customer Officer at Ted Baker
Jennifer has previously held positions of non-executive director on the plc board for Ted Baker and also held roles at French Connection and Feel Unique, where she was Chief Marketing Officer. She currently leads Ted Baker’s customer and digital strategy across the business as well as oversees the company’s digital partnerships to drive growth.
Ruth Bates - Head of Data Arts at Saatchi & Saatchi
Ruth works with data science and machine learning to investigate the impact they have on organisations, new tech and society. Before that Ruth spent 9 years at Deloitte, where she helped to establish the customer analytics and data science community, and she was leading Data Science within Deloitte Digital.
Rachel Ousley - Associate Insights Director at Canvas8
Rachel moved to London to get her Masters in Social Cognition from UCL, where she explored using behavioural science interventions to increase empathy towards refugees. At Canvas8, she has led qual, quant, and mixed methods projects for clients including Google, Chanel, Vans, Bleacher Report, and Bord Bia.