Learn from the best: What it takes to be a digital leader

After years of abundance, developed countries have been faced with the vulnerability of supplies in a globalized world, climate mass-awareness and protests, social uncertainty due to armed conflicts and related economic slowdown and inflation.

Many things are happening at the same time: reaching the boundaries of consumerism as we knew it and the rise of the ‘conscious consumer’, our viewpoint on technologies like AI and dealing with a so called global ‘poly-crisis’ situation. Many things must be rethought, like our view on the economic concept of growth, the preservability of our political and social systems and the role large firms play to their share- and stakeholders. 

Our 2023 digital leaders study assessed 73 companies from 14 sectors against criteria related to Digital Product Experience, E-Commerce, E-CRM and Digital Marketing. We found that digital-leading companies focus on taking the following actions: 

• Understand the ‘conscious wave’ of consumers and deliver sustainability where it adds the most value. 
• Offer immersive customer experiences that stimulate senses and emotions, delivering value at every touchpoint and fostering lasting connections. 
• Implement AI throughout the customer journey, whilst adopting a pragmatic and considered approach. 
• Appreciate that consumers desire brands that grasp their feelings and deliver experiences and business models that fit uncertain times.