So, in this situation, where do brands go? Teemu believes that to avoid the challenges of the present, they're increasingly either retreating into the past via nostalgia or projecting into the future.

And at the same time, there's a bit of a fear of appearing imperfect.' 'Brands want to show that they are stable and keeping up the appearance of stability with everything they do. 'A lot of people – including brands – are afraid of showing their real character and not taking risks because no one knows where things are going,' he reasons. We have people fearing for the future of their jobs thanks to new technologies, especially AI.'Īnd with all this constant change and all kinds of upheaval in the world, he's not surprised our mindsets have been drastically pushed into a place of chronic uncertainty. We have geopolitical challenges, we have war.

There's economic turmoil of all kinds across the globe. 'We've been in public crisis mode for years,' he points out. World in crisisįirst, Teemu explains that the trend towards blandness hasn't come out of nowhere. In our exclusive interview, Teemu shares his views on the reasons behind this trend and why taking risks is crucial for brands in the current landscape. And he feels brands need to start taking a bold step forward… or they may suffer long-term or even become extinct.

This is due to a number of factors, including the rise of social media, the increasing power of consumer activism, and the economic uncertainty of the times.īut Teemu Suviala, chief creative officer at Landor & Fitch, feels that erring on the side of caution is a dangerous game to play. In today's increasingly polarised and risk-averse climate, it seems brands are increasingly playing it safe with their branding and campaigns. If your answers to those questions are 'yes' and 'no', then you're not alone. Do you ever get the feeling that brands are playing it safe in 2023? Can you remember the last time you saw a big brand truly take a risk and do something game-changing?

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