Adapt or die

74% of brands could disappear tomorrow and no one would care. That’s not just a stat - it’s a wake-up call. In this provocative keynote, Mark Sinnock, Global Chief Strategy and Transformation Officer at Havas, delivers a reality check for brands operating in a world of cultural chaos, economic volatility, and hyper-speed technological change.

Drawing from the latest Meaningful Brands™ global study, this session explores the accelerating erosion of brand relevance and trust, and the rise of consumer expectations around personal agency. It reveals how people are reclaiming control over their lives, and why they expect brands to be more dynamic, empowering, and responsive than ever before.

Sinnock introduces a new playbook for dynamic adaptability - a roadmap for brands to stay culturally attuned, emotionally resonant, and structurally agile. In a marketplace where apathy is the norm, this session challenges brands to stop playing it safe and start evolving with the people they serve.