The New Growth Formula: Brand, Tech + Cultural Power

Anna King, Managing Director, EMEA, M+C Saatchi Consulting

Growth isn’t just about scale - it’s also about cultural relevance. The brands winning in today’s retail landscape are those that are activating growth levers that are brand-led, tech-enabled, and culturally attuned.

Retail as a Service (RaaS) is proving a smart expansion play, with Amazon and Walmart monetising their infrastructure to create new B2B revenue while supporting emerging brands. Meanwhile, social commerce is redefining the purchase funnel. Platforms like TikTok Shop are reshaping how Gen Z and A discover and shop brands. McDonald’s “A Minecraft Movie Meal and Happy Meal” tapped into this brilliantly uniting two iconic fandoms, blurring the line between culture and commerce.

Brand leaders must also take a serious look at generative AI, not just as a tool for efficiency, but as an engine for experience. From personalised journeys to predictive recommendations, the brands deploying AI with intention are building stronger loyalty and higher LTV.

Growth can also come from a values-first strategy. With 68% of UK consumers expecting sustainable practices, resale platforms from Zara and IKEA aren’t just checked ESG boxes, they’re business drivers. Superdrug’s immersive Beauty Playground in Shanghai proves that global expansion, when grounded in an experience that helps shoppers engage with products and brands, deepens connection and ignites new revenue streams.

Cost-cutting and growth aren’t mutually exclusive. Accessorize has successfully diversified with marketplace partnerships like Next and Zalando to expand reach without more significant infrastructure demands. Craghoppers demonstrates the power of omnichannel fluency, blending eCommerce with a customer-focused in-store experience, prioritising product knowledge and a welcoming atmosphere that drives memorable connections and conversions.

The bottom line is that growth isn’t found in a single lever. It’s generated by investing in brand, crafting tech-enabled experiences that simplify the shopping journey and tapping into culturally powerful moments that matter to your consumers in a way that builds lasting relevance.