VMSD - November 2015 - (Page 13)

NEXT STORE By Brian Dyches Brand Broadcasting Digital's role in generous and sustainable brand communications. in how we convey our endeavors to those we want to care most: our customers. As Davies said, "In less than five years, Gens X, Y [and] Z, will essentially represent the global audience for retailers and brands." If they care, you'd better, too. RISE AND SHINE Some pertinent findings from PricewaterhouseCoopers (London) were revealed in a recent article by Hannah Furlong of Sustainable Brands (San Francisco): "Three-Quarters of [Ceos] Now Convinced of #BusinessCase for Climate Action." The PwC survey found that 46 percent of ceos agreed that climate change and resource scarcity were on track to transform their businesses. And a whopping 75 percent are now developing new products and services responding to climate change, while another third said the products are helping them grow their businesses. Yet, have you even seen this mentioned in a retail store? The study also makes a compelling point, supporting part of VMSD.COM | NOVEMBER 2015 S HUT TE R ST OC K.C O M Nearly two months after this year's International Retail Design Conference (IRDC) in Austin, Texas, my head is still buzzing with Christian Davies' closing keynote presentation, "Generous Brands 2.0." In case you weren't one of the lucky ones present that day, run - don't walk - to your laptop and watch the presentation at vmsd.com/GenerousBrands. Start your day with a generous mindset by contemplating how your own brand stacks up against the rest. As I sat among 400-plus attendees that morning in Texas, I thought about how digital screens (mobile, touch, signage), which I spoke about during my IRDC session, could help fuel brand generosity. I imagined the impact these screens could have in facilitating meaningful changes in a retail setting. After all, if musicians came together in past decades to raise awareness of famine and other world issues, why can't we task this vast digital landscape with becoming a voice of change for retail? We all simply need to wake up to the fact that being charitable and sustainable aren't just marketing messages, but key building blocks 13 http://www.vmsd.com/GenerousBrands http://www.SHUTTERSTOCK.COM http://www.VMSD.COM

Table of Contents for the Digital Edition of VMSD - November 2015

VMSD - November 2015
Contents
Guest Editorial
VMSD Editorial Advisory Board
The Goods
Next Store
Everyone’s Eyes on You
Suit Up
A Lighter Shade of Green
Design in the Heart of Texas
Showroom
Ad Index
Checking Out

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