The Decade of Do
Insights Shaping the Future of Marketing and Communications
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The Decade of Do
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Richard Brett
Welcome to the decade of do - a new era for marketing and communications. Since the start of the advertising industry in the 19th century, it has been about telling. Now, thanks to the social media and digital revolution, everyone has a voice.
The result is a cacophony of noise where it feels like everyone is talking louder and faster. Companies, governments, and the people who lead them are under intense scrutiny in a world of forced transparency where everyone has their own story to tell. It’s become increasingly difficult to separate fact from fiction.
We also face existential threats as the climate and environmental crisis takes hold. Democracy and its institutions are being undermined. Intolerance and inequality are still rife. This is why actions speak louder than words in the decade of do. It’s a time when people, brands, and organizations are taking on the world’s problems and trying to solve them. This book looks at why this is happening, the pioneers who are driving it forward, and what this means for the rest of us.
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