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Yet many of our interviewees, across very different categories, shared this view that contextual changes meant that the time and conditions are right for a whole new generation of challengers to continue to come through. Lemonade felt that the emergence of behavioural economics and AI means the insurance business was ripe to be completely reinvented. Eagle Lager and AB InBev are showing that the courage and imagination to question the basic parameters of how to make beer can create an entirely new price point, an entirely new kind of community relationship, and a rapid overthrow of the old order. Cultural concern about what we are doing to the environment has created new and compelling platforms and cultures for brands as different as Vitsœ and DB Export. COPA90 has harnessed the new relationships with fans that digital media opens up to build a big and influential new media brand. Mailchimp has recognised that
a changing business culture offers the chance to put an entirely new emotion into a historically dull category. Talk to any of the traditional cosmetics brands and they’ll tell you about the threat a new wave of influencer-and-Insta-driven challengers like Glossier and Fenty represent.
Perhaps the opportunity this time, then, is genuinely different.
220 'This time is genuinely different'