Most brands will tell you they put the customer first. But how far are they really willing to go? For instance, how many companies make consumer needs priority over the fiscal bottom line? How many brands would be willing to recommend a competitor's product if it served their customer's needs better? Probably not a lot. In our newest frog report, 'The New Terms of Engagement' we explore these tensions with our guests and report authors Bhavesh Unadkat, Vice President of Brand, Marketing and Content Services UK, frog, Kerry Lee, Director of Commerce and Customer Transformation UK, frog and Christopher Baird, Global Head of Loyalty. At a time of unconditional responsibility, where consumers care more than ever about their purchasing decisions and customer experiences, with an eye toward sustainability, inclusivity and purpose, companies may need to change the way they act and communicate to meet a consumer base looking for more meaning in their marketing and commerce interactions.Brought to you by frog, a global creative consultancy. frog is part of Capgemini Invent. (https://www.frog.co)Download the new frog report 'Chief Challenges 07: Your Consumer Responsibility' (https://fro.gd/3JSdvOK)Find episode transcripts and more from our conversation (https://www.frog.co/designmind/design-mind-frogcast-ep-46-serving-the-consumer-unconditionally)Host/Writer: Elizabeth Wood, Editorial Director, frogResearch & Story Support: Camilla Brown, Senior Copyeditor, frogAudio Production: Richard Canham, Lizard Media (https://www.lizardmedia.co.uk)