Compromise brings discomfort – but some audiences are doing it on purpose.
Convenience is being rethought, and even discarded, in a rising trend of products, choices and lifestyles that require a compromise on immediate gratification but offer long-term benefits. Join us as we delve into why some audiences are choosing to sacrifice comfort for values, money-saving, sustainability, cultural capital, identity and more. We explore:
- How brands can learn from audiences that are willing to compromise
- What it takes to make an audience are embrace discomfort
- Why core values can move audiences to make alternative choices
We’re joined by Katrina Russell, Director at Sign Salad, Oliver Orlik, founder of sustainable baby clothes company NINA and Pulsar Associate Research Director Oryelle Clements who will be using case studies in areas such as natural deodorant, ethical clothing, low-sugar diets and more.
