Forget demographics and traditional consumer segments, smart marketers are looking at how customers choose brands based on values – both lofty and personal, VMLY&R’s Ali Tilling reckons. For Rip Curl, it’s a community that loves surfing – CMO Michael Scott once arrived at an empty meeting room because almost everyone was out on the waves. He’s building “the largest and most engaged surfing community in the world” – it’s not a “transactional” loyalty program, but a membership. It’s sustainability for Colgate-Palmolive CMO Anthony Crewes, who is pushing past 80 per cent recyclable toothpaste tubes of the 50 million sold each year. The challenge now is getting consumers to actually recycle them. Destination NSW’s Kathryn Illy says new experiences are critical to the travel industry, once worth $44 billion to the state – now half that but bouncing back.

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