Exploring New Technological Impacts

Melissa Orchard, Digital Hub & PDC Director, Marketing; CMI, Unilever Africa

Melissa Orchard, Digital Hub & PDC Director, Marketing; CMI, Unilever Africa

The fourth industrial revolution has embedded deep into our lives, re-inventing ability and capability.

Through various operations, it can be said that this revolution provides new world emotions and learnings that enable a get smarter experience from a skilled and deeply exposed enterprise.

Consumers are seeing and experiencing the world in a state of constant change which has anopportunisticimpact on business operations. This movement presents businesses, like ours, opportunitiesto gather and process new wavelengths of thought and understanding for the ‘new’ connected citizen. Access to divergent thoughts and behaviors allow for radical advancements for the progression of connection. Tech capability paired with our creativity has the ability to lend empathy to revolutionize the value that brands provide. This revolution opens a more personal and intentional understanding which functions within micro and macro environments.

Tech has the ability to source rich online data of our behaviours to determine wants as well as needs. It provides theprocessing powerto organize and refine data which enables us to build more meaningful and useful experiences. These of which are purposeful for people and highly relevant to personal and practical needs. Cloud technologies support our ambitionsto provide integrated and optimal end user experiences which we can scale across multiple markets to a consistent best in class standard.

In this new world of tech, change becomes automatic and fosters a performance culture reliant on interactive learning and optimization to drive more impactful decision making.

While tech createsinstant conversations for the purpose of reactivemethods, the key to leveraging tech for impact is to ensure that organization shave a shared destine and skilled workforce to maximize understanding.

"Tech capability paired with our creativity has the ability to lend empathy to revolutionize the value that brands provide"

At Unilever, we prioritize incubation and build of leading edge digital skills and capabilities. We have provided each employee with roadmaps through technical skills, learning abilities, and new ways of engagement via face-to-face brainstorming and methods of calculated solutions to ensure we stay ahead of the curve.

In my view, our ability is the most flexible and adaptable, we have the systematic mindset to analyze and advance tech adaptations according to our needs. Through our data feeds and tech capabilities, we can aid the needs of people and direct our products to the right audience whilst also extending interest to other potential target segments.

Tech provides us with infinite possibilities–for new areas of impact and the potential of nourishingself-improvement.

To balance advancements and opportunities for tech to unlock creativity through people – tech is rapidly reinventing industries,ecosystems and changing environments. The responsibilities lie with each leader and organizationon how we foster performance andlanguage flow that targets team empowerment.

The key to success within this technological shift is agility in learning and intentional deep understanding. For us to thrive in this new world, we need to equip ourselves with the knowledge, skills, and drive to proactively engage and respond to the need of each environment

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