"The key here may be to develop value propositions that go beyond the product, allowing for a more emotional connection with consumers. Eventually the focus on storytelling will be stronger than ever, with stories that echo the values and aspirations of the target audience. This emotional connection is crucial to standing out in a saturated market."

Read here the latest opinion piece by Susana Costa e Silva, lecturer at Católica Porto Business School and director of the Master's in Management, published in Marketeer.