VMLY&R COMMERCE North America has developed a guide from the recent South by Southwest 'virtual' festival that looks at this ‘culture meets innovation’ event as a powerful indicator of where life intersects with Commerce. The event confirmed four distinct trends we’ve been tracking:
- the shifting role of brands as partners – not drivers - on the path to purchase
- the normalization of shoppable media as a canvas for loyalty and conversion
- the new expectations around living a brand’s purpose
- the increased focus on sustainability as a force for good