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Planner's Journal

"Brands should avoid 'class participation' for the sake of it": Rasika Fernandes, McCann

In a new series Planner's Journal, we explore what the world looks like from the perspective of those in charge of mining consumer insights every day.

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Abhinav Anand
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"Brands should avoid 'class participation' for the sake of it": Rasika Fernandes, McCann

In a new series Planner's Journal, we explore what the world looks like from the perspective of those in charge of mining consumer insights every day.

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Here's what Rasika Fernandes, senior VP and head of planning, McCann Bangalore, has to say:

"People will still spend money and buy things. However, we will need to redefine things like value, indulgence or luxury in a world where people are likely to prioritise needs over wants or choose conscientious over conspicuous consumption."

Rasika Fernandes

McCann Planner's Journal Rasika Fernandes
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