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What’s the most important word in consumer purchasing strategy right now?

Jon Wilkins

It's a small word, and usually formed as a question, but "why" is making shockwaves throughout the industry as consumers begin to question the motivations of their favourite brands

Jon Wilkins, chairman of UK-based creative agency, Karmarama, explains how his business helps clients find or articulate their “why”, an integral component behind purchasing power dynamics today.

This interview is part of our Founders’ Stories series.