I recently met a senior executive of a UK-headquartered, global fast moving consumer good (FMCG) company whose experience reminded me why such companies will always lead in driving the emotive part of consumerism. The executive [let’s call him Joe for now] earned his career stripes as a young marketer in South Africa working for another global FMCG company. His most memorable initiative was going into the townships in Johannesburg to observe how consumers used products. The task involved going into actual homes of consumers and watching how they interacted with consumer products throughout the…

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