As leading consumer & shopper behaviouralist as well as customer experience strategist, Ken Hughes asks the question "Is your business ready for tomorrow's consumer?" and inspires new strategies to achieve emotional brand loyalty that goes beyond simple transactional purchases in consumer goods. In his lecture, you will learn how you can gain importance in the consumer's everyday life. "This is a generation that no longer values material possessions as much as previous ones did. Today, it's all about the experience. We have moved from a 'you are what you own' world to a 'you are what you experience' world. Building that experiential value has become a key focus for most brands in their bid for relevance," Hughes is convinced.