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Masterclass Maven 1: The Next Human. The New Rules of Growth.

Consumers are no longer making decisions the way they did a decade ago. AI-assisted discovery, context-driven choices, and increasingly selective spending behaviours are reshaping who drives growth, where demand emerges, and what makes an opportunity worth pursuing.

If the way consumers make decisions is changing, shouldn't the way we measure and identify growth opportunities, and build brands change too?

The masterclass will explore four emerging rules of growth and challenge some of the assumptions that have traditionally guided growth decisions. Drawing on the latest thinking in consumer behavior, growth strategy, and brand measurement, we examine how organizations can identify opportunities, uncover demand space, prioritize growth investments more effectively, and build brands that remain relevant in a world where growth is becoming harder to decode.

Presenter: Unni Hariharan, B&M and CB&I Practice Leader, NIQ - SA&I

Date: October 6, 2026; 5:00 PM - 6:00 PM IST (1:30 PM – 2:30 PM CET)