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In order to survive this world of emboldened consumers and shifting tastes, organizations are keeping their ear closer to the ground and making some calculated bets.

Prince Harry captivated the world in 2018 when he rebuked the notoriously conservative English monarchy by marrying American actress Meghan Markle. Shortly after, Saudi Arabia lifted the ban on female drivers and Western movies, and India’s Supreme Court paved the way for LGBT rights.

Despite the race to become more data-driven and AI-centric, many unanticipated events that unfolded in 2018 were a stark reminder that we continue to live in a “human-first world.” Humans are notoriously fickle and emotional — and even the most sophisticated AI cannot yet accurately predict what we will do. 

Although fewer things seem certain these days, we can always count on one thing to be true: what we say and what we do are not always synonymous.

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Although fewer things seem certain these days, we can always count on one thing to be true: what we say and what we do are not always synonymous.