Companies need to think of consumers as citizens, not consumers - Dion Chang

Flux Trends has tracked how people's level of awareness, normally referred to as 'woke', has not only influenced social norms and politics, but also businesses around the world.

Chang explains that 'woke' refers to someone who knows what's happening in the community relating to racism and social injustice.

He says most companies brands have started responding to political arena.

There has been blurring of lines on what business used to do, which is focusing on the bottom line, and a slow realisation that you can't just be bottom-line driven.

Dion Chang, trend analyst and founder of Flux Trends

Many companies are shifting from sales-based mentality to a value-based mentality.

Dion Chang, trend analyst and founder of Flux Trends

Chang explains what companies need to do to remain relevant to a 'woke' community.

The easiest way to do it is that you don't think of your customers as consumers, you think of them as citizens.

Dion Chang, trend analyst and founder of Flux Trends

You looking not as a transaction relationship with your customers, but a transformational relationship.

Dion Chang, trend analyst and founder of Flux Trends

All these companies have now this responsibility of pushing for change.

Dion Chang, trend analyst and founder of Flux Trends

Listen to the full interview with Dion Chang below...

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