PSFK partner Scott Lachut on the emerging, innovative approaches leveraged to interact with consumers who are always on the go

Modern life is no longer confined by time and place. Consumers want to be able to walk out of their front door at a moment’s notice and leave the trappings of their lives behind them with the ability to easily pick up wherever and whenever they find themselves next. This on-the-go, always-ready mindset extends to how they choose to live, work, purchase and play.

Flexibility and convenience are paramount and, increasingly, consumers are willing to pay for that privilege. Therefore, brands must understand these elements as they relate to consumers' lives.

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