If there is one thing the advertising and communications industry is expert in it’s behaviour. From decades of consumer data, the advertising industry knows what makes people do something, what moves them and increasingly they know what consumers are likely to do next.
People keep getting packaged up by business. Be it in gender pay gap reporting, racial equity programmes, menopause initiatives or the muddle of staff surveys. But shouldn’t the conversation about people be about the sweet spot where business looks after its people and people serve their employers?
This is why we are called The Dragonfly Files. If the dragonfly is a symbol of all three – transformation, growth and adaptability – then let’s be informed by its joyful lifecycle transformation, the lightness of spirit with which it matures and the freedom with which it adapts. Global business and all its institutions would do well to take note.