This is the short version of East's larger deck on 'The Awakening Consumer'. We share what rapid changes we see in consumer behaviour and how we think companies and leaders worldwide could act on these in terms of strategy and positioning.

1. BUCKLE UP,
BUSINESS
LEADERS!
HERE’S THE
AWAKENING
CONSUMER

2. Strategy & Positioning
in a mind-blowing era

3. REVOLUTION
even?

4. What’s happening to consumers?

5. Collective
consciousness
of consumers
is rising

6. The Awakening
Consumer
• Ultra-Conscious
• Outspoken
• Taking nothing for granted /
activist-ish
• Knowledgeable
• Caring
• Connected - to
communities worldwide
• Explorative
• Impatient

7. ACCELERATED SHIFT
ON GLOBAL
THEMES
• EQUALITY
• LEADERSHIP
• TECHNOLOGY
• HEALTH

8. What should business leaders do?

9. People
desperately
looking for TRUST,
TRANSPARENCY…

10. ...AUTHENTICITY…

11. …and PURPOSE
“Only 37 percent of
millennials believe business
leaders make a positive
impact on the world.”
(Deloitte Millennial survey 2019)

12. choose
direction
show
who
you are

13. EAST ‘Triple A’ model: Awareness, Action, Adaptation
1. Purpose (Why)
2. Leadership &
Culture (Who)
3. Identity +
Narrative (How)
4. Strategy &
Tactics (How)
5. Measure,
Learn & Grow
(What & When)
Long term
Continuously
adapt
Awareness
Action
Adaptation

14. Leadership = vision + bold message + action
“Inspire people so that they
can be great in whatever
they want to do.”
“Politicians have to be
committed to people in
equal measures.”
“I never grew up believing my
gender would stand in the way of
doing anything I wanted.”

15. BUSINESS STRATEGY | LEADERSHIP POSITIONING |
STRATEGIC COMMUNICATIONS
e-mail diederik@eastleadership.com
website www.eastleadership.com
blog www.diederikheinink.com