In our conversations with business leaders we’ve been hearing a sense of uneasiness about ‘giving up control to consumers’ in the age of social media. Some are embracing it, finding new ways to connect with their consumers on an individual level — but most are nervous at the thought of their consumers being in charge of their brand.

For that reason we decided to look at the evolving ways people are consuming products and interacting with brands in our 2013 Game Changers report. The Game Changers series is an annual exploration of what’s driving change in the world of brands. Last year Wolff Olins looked at the organizational behaviours of the world’s high-growth companies in order to help others learn from those game changing businesses. We found that the top performing companies were driven by purpose, useful in their customers daily lives, experimental in their offer, boundaryless in their operations and value creative in making money. This year, we set out to determine how new mainstream consumer behaviours are creating opportunities for game change by demanding a new deal in their relationship with institutions, organizations and brands.  






Over the course of three months (Spring 2013), we interviewed top behavioral experts, cultural thinkers and social anthropologists, as well as consumers, to identify the emerging mainstream behaviors that are shifting the way people and brands engage. 


Founder & CEO, LUXENOMAD, enabling people in South East Asia to plan curated luxury holidays
Author of How to Thrive in the Digital Age, Technology Consultant, Journalist
Insight, strategy, innovation consultant working with senior executives across telecoms, media and IT industries.
Professor Modern History and Chinese Studies, Oxford University. Author Consumer Culture and the Creation of the Nation
Professor of Chinese, University of Ohio, specializing in the interactions of media and contemporary culture in the PRC
Founder Story Things. Finding new, innovative ways to tell stories.
Marketing Director, CLUB 21
Communications Director Airbnb
Futurist, Innovation and Digital Strategist
Founder Lemonade Money TV production agency, specializing in Youth and Music
Founder ‘Priyascape’ and Design for Social Change. Designer of tools, conversations and experiences through digital platforms
Co-Founder Albam Clothing. London-based British brand of ‘modern crafted clothing’
Author of Present Shock and Program or be Programmed, media theorist and commentator specializing in how we behave with technology
Founder & MD, Snap Lion, India
Founder Shirland Ventures, Retail Consultancy
Professor of Sociology Manchester University, Editor of the Encyclopedia of Consumer Culture
James Tan
Head of Mobile Search Sales & Strategy, APAC at Google Singapore
Founder Prehype, product innovation and corporate start-up innovation agency
Founder, The Smithery, marketing and product innovation studio