Balance in life (American Express)

Alison Bain, VP Head of International Advertising, American Express: "For example, our own trend research shows that consumers are re-evaluating what’s important to them. It’s no longer simply about the next career move or step up on the property ladder. Consumers are still spending their hard-earned money, but they are also adopting a more rounded approach to life. They are investing in new skills and hobbies, they are looking for experiences rather than just accumulating “things,” they are considering working part-time for the first time in their career, and they are spending more quality time with their family and friends.As American Express, we must be mindful of these changes and ensure that we continue to add value and remain relevant to their lifestyle, satisfying their particular needs and wants."