Is your company running from the future or preparing for it?

Nearly every business leader knows the the future of work and technology will bring huge changes, but very few of them are actually doing anything about it. Companies that invest now to become future ready will be the ones that lead and withstand upcoming changes instead of getting disrupted and being pulled in multiple directions.

Wunderman Global CMO Jamie Gutfreund and her team recently undertook a major research project and discovered a large disconnect between companies seeing problems and actually solving them. Most people see change as an obstacle instead of an opportunity. And while Gutfreund agrees that you can't predict the future, it is definitely possible and wise to prepare for it.

One of the main keys to becoming future ready is to be constantly evolving. As technology changes, it opens new doors for how brands connect with customers. Brands that are preparing for the future pay attention to new technology and find new, innovative ways to share their messages and connect with customers. It's easier said than done, however. The research by Wunderman found that while the majority of brands say they are future focused, 70% of business leaders said they can't sacrifice short-term gains for long-term goals.

The important thing to remember is that digital transformation and new technology isn't just a trend. It's a long-term game and a powerful tool for forward-thinking companies to have in their tool belts. Digital transformation isn't a quick fix but rather something that needs to happen over time.

However, digital tools don't matter if the messaging isn't there. Gutfreund says that the most successful companies are the ones that have set themselves up to receive feedback from employees, customers, competitors and industry leaders. These companies can hear what is going on and put it into context of what their brand stands for.

Companies that are future ready can't operate in a silo. They have to be exposed to what is going on with their customers and across all industries. Instead of simply competing against other companies in the same industry, technology and customer experience have made it so that all brands are competing against each other. Customers compare every interaction with a brand to their best brand interactions, regardless of if that means a bank or airline is getting compared to Netflix or Amazon. It's in everyone's best interest to make listening and customer experience a key focus moving forward.

Wunderman's research also uncovered the idea of wantedness. Today's customers have all the power. Instead of brands seeking loyal customers, they need to pivot and serve their customers as loyal brands. The vast majority of customers will only consider using brands that show they are interested and care about their customers. Customers want to feel wanted, and it's up to brands to give them that special treatment.

So much of the buzz in the consumer world is around transparency and low levels of trust. Brands that can show they are invested in incorporating feedback and new technology and actually want to serve their customers will not only be ready for the future but will be the ones leading it.