You’re not alone if you take pride in your culture. But do you feel that brands understand your culture, context and deeply personal preferences? A recent survey revealed that nine in ten consumers feel that brands must show their understanding and appreciation of national identity and culture – but only 23% feel brands understand are actually doing so. Given our reliance on digital – isn’t it about time that brands make the effort to demonstrate they understand us? We speak to Michael Brennan, Ingenious8, about his research report, ‘Unlocked 2023: In Understanding We Trust’, which questioned 6,500 customers across 13 countries about their global customer experiences. Michael delves into the findings, key themes emerging from the research and explains why now is the time for brands to invest in their underlying technology and services in order to deliver on their customer experience promises.