Dan Germain of Innocent looks forward to a future where businesses communicate in a way that is more authentic, interesting, and useful.

PSFK asked creative experts working at the forefront of cultural change what they look forward to as ‘one day’ being the reality that we live in. As part of a series on forecasts, we asked Dan Germain, Head of Creative at Innocent, a UK smoothie brand and subsidiary of Coca-Cola:

One Day companies will sound like interesting people. Too often companies don’t sound like themselves. They sound like what the agency told them to say or they sound like what the CEO wants them to sound like. In every business, every organization, there are interesting people who have a passion for the product or the brand. You really want the business to sound like those people. You want the business to sound authentic and interesting and useful.

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