Future identities poses challenges to marketers and government

The UK Government-commissioned report Future Identities Changing identities in the UK: the next 10 years is an interesting read that emphasises a number of challenges that digital technologies pose for policy makers from social cohesion to likely aspirations. It challenges marketers, not only in terms of understanding multiple channels, but also at the very root of what drives brand preference. If you no longer feel that could be socially mobile, what will that do to brands that reflect status. If there is less social cohesion there is likely to be less common values that brands could tap into. Considering problems like conversion rates and proving the ROI of engagement is only scratching the surface.