Radically optimistic

Kevin Roberts, CEO Worldwide of Saatchi & Saatchi, says that the world has changed dramatically in the last 12 months. It is volatile, uncertain, complex and ambiguous. Consumers, he explains, have re-framed their lives post-crisis and will now make purchase decisions based on inter-related cultural, social and environmental considerations. However, if you're agile and fast and have the right attitude, this offers businesses plenty of opportunities.