Lara Piras is a copywriter, researcher, and brand strategist. Lara's expertise lies in creative copywriting, editing, trend and insight analysis and strategy, working with renowned global forecasting companies and brands including Nike, ASOS, adidas, IKEA and Peroni. Lara also writes features on wellness, diversity and inclusion, youth culture and future innovations for titles such as Vogue, Refinery29, and Included Magazine.

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Shared Values

Nick Ede is one of the UK's leading brand and culture experts. He’s an intelligent and articulate brand expert who appears in the UK media daily, commenting on current brand and culture stories. Whether they’re about the new England football kit or air fryers of 

As the CEO and founder of KM Transformational Branding Consultancy, Kelly Millar uses over 15 years of international branding and leadership transformational experience to strengthen brand positioning. As a branding and transformation specialist, she’s worked with hundreds of people, including entrepreneurs, industry leaders, influencers, celebrities, and CEOs, to build brand giants. She’s passionate about building successful, inspiring, authentic brands that are sustainable long-term and make a powerful impact.

United Kingdom

Communications

Virgin Media O2

Interview with Nick Ede conducted by the author

The Guardian

Which?

Virgin Media

House of Lords

Interview with Kelly Millar conducted by the author

Centrica

Zendesk

Resolution Foundation

Mintel

After merging with Virgin Media to become one of the UK’s go-to mobile and broadband brands, O2 has adopted smart marketing strategies and a focus on customer care to capture the market. What does its approach tell us about supporting Britons and deepening connections amid financial hardship?