Machines are taking over jobs that humans no longer want to do, freeing us up to do things we really like to do, like becoming professionals specialised in what we enjoy the most.

One of the things I’ve been really struck by is how different life after Covid looks for each business. There’s almost an inequity where some businesses have had it really good and others having a really tough time.

The most direct approach is to draw consumers’ attention to a habit and jolt them out of their behaviour. The key of success is to target communications to the moment or place this automatic behaviour happens.