Web Directions Podcast

People are redefining the relationship they have with the organisations they interact with, empowered by social technologies. They are seeking: - Human-ness: as organisations have grown in size and become more and more depersonalised, people are wanting more human interactions and personal response - Trust: from greenwashing to the GFC, the market's trust has been eroded - people are looking for organisations to say what they mean and mean what they say - Co-creation: people are taking a more active role in developing the products and services that they use. And if they don't find what they're looking for, they will often create it themselves - Responsibility: people want to engage with organisations that are genuinely addressing the complex issues of sustainability and wellbeing Building a brand, service or product offering that resonates in this new "economy of meaning" requires a rethinking of an organisation's relationship to the "market" - their customers, stakeholders and the environment. In thi