Every year, the planners at Y&R share insights about how the world around us is changing. But the reality is that it’s never
black and white. At a macro level, every behavior, observation and perspective has an inherent tension.
Every trend has a counter-trend. Here are some of the Trends with Tension we are finding across retail in EMEA. Retail is filled with contradictory realities, leaving marketers unclear as to where to focus their energies, resources and talent.