As humans, progress matters to us. It's part of our psyche and crucial for our psychological well-being. When we feel like we're progressing, we feel like we’re winning.  Brands who align with this are more appealing to us. Particularly when we feel they can help us with our own quest to feel like we’re moving forward in life. But signalling progress isn’t as simple as you might think. It's not just talking about growth – it’s a lot more interesting and complex than that.   

Our recent research identified how brands can turn up more authentically in this space.  

To unpack the findings, Andrew is joined by Colleen Ryan, Partner at TRA and Bailey Hancox, Qualitative Lead, who were both involved in conducting the research. 

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