Fast-changing consumer demands. New competitors. Traditional market positions under threat. It’s an extremely uncertain and disruptive environment for CPG brands. Disruption changes everything. But it also creates a world of opportunity. To capitalize, brands must adapt fast: Consumer relevance is now the top priority. Products, services and brand experiences have to meet consumers’ individual needs, at exactly the right moment.

Doing this at scale takes extraordinary organizational agility. It also demands a rethink of the entire value chain—from developing new concepts, to manufacturing, the store shelf and beyond. It’s about a cultural shift toward ecosystem collaboration as much as operating model change.