A battle for customers’ love and wallets between global stalwart brands and nimble tech-savvy challengers gets a new spin: the latter arrange funding programs for the former to fuel innovation culture in their organizations and get a fresher vision. Instead, startups get access to knowledge, financial support and customer base of global corporations: a win-win situation. 

The American head office of Ogilvy CommonHealth, the team of health-related trends analysts, has released a new report «Wearable Technology Futures 2020: A New Path for Public Health?» that looks at potential of the much-discussed wearable devices, such as Jawbone, Fitbit and others, to improve the level of public health—specifically, in the U.S.

A more fluid, open and diverse society of today has been re-shaping conventional social, cultural, and sexual norms to become a stereotype-free «consumer base» that requires different marketing approaches. Thus, traditional demographic marketing segmentation by age, race, gender, location, family status or income is not as important as it used to be 10 years ago. What’s important then?

Founded back in 1985 as a partnership between the American Cancer Society and the pharmaceutical company Imperial Chemical industries, an annual Breast Cancer Awareness month traditionally celebrated in October not only in the U.S. but merely across the globe, in its 29th year has become for businesses a yet another newsworthy marketing and PR opportunity, such as Super Bowl or Olympics.