Smaller Worlds are where people live these days. With trust in big institutions and authorities in decline, people are turning to more intimate points of reference for guidance and ideas. It is part of a pivot in ways of engaging with brands that better fit a new aspirational sensibility of “Live Large—Carry Little.” In this collection of short essays that first appeared in leading industry publications, J. Walker Smith, Chief Knowledge Officer for Brand & Marketing with Kantar Consulting, outlines the emerging consumer marketplace and what it portends.
Smaller Worlds includes:
- All Avenues Open: Growing in a post-trust marketplace of smaller worlds
- Why Niches Are the Next Growth Opportunity
- Live Large—Carry Little
- Reimagining Human Scale