We keep our ear to the ground for the interesting stats, insights and discussion points you need to feel in the know and shape the future with confidence.

1. Beyond the points

Turns out, loyalty isn’t about love — it’s about rewards. EY’s 2025 Loyalty Market Study found that loyalty programs now outrank even product quality as the top reason customers stick around. And they’re not just hoarding points — they’re tapping into apps weekly, sometimes daily. But with more brands joining the loyalty arms race, simply showing up isn’t enough. The real challenge? Crafting perks that don’t just please everyone — but actually mean something to someone. In a world where buyer preferences shift as fast as their thumbs scroll, brands need more than clever discounts. They need a crystal-clear picture of who their customers are, what makes them tick — and what might make them click away.

Evolving consumer expectations and marketer priorities

2. Signed, sealed, still delivering

Selling your business isn’t the finish line — it’s a new beginning. The best exits happen when founders plan early and choose buyers who bring opportunity, not just oversight. Great acquirers don’t just integrate; they energize. They make space for fresh thinking, trust the people they’re bringing in, and invest in the next generation of leaders from day one. The real value of a deal isn’t just in the numbers, it’s in the momentum, culture, and potential it unlocks. Entrepreneurship doesn’t end with a sale. It evolves. Here’s how one founder turned an acquisition into their next big entrepreneurial chapter…

From Entrepreneur to Global Business Consulting Leader

3. Move people. Shape markets. Repeat.

Today’s customer experience is chaos: rising prices, shrinking attention spans, and a world where people expect every brand to wow them. And now, AI has crashed the party —changing how we shop, talk to brands, and make decisions faster than anyone can keep up. The smartest companies aren’t chasing shiny tech. They’re starting with what customers actually want, then building backwards from there. That’s how you create experiences people remember, trust, and come back for. Here’s how one new team is helping businesses do exactly that. No buzzwords, just real impact.

How EY Studio+ is creating transformative experiences that move people and shape markets

4. Don’t sleep on SaaS

In the world of B2B SaaS, which means companies that sell software over the internet to other businesses, marketing often gets the budget leftovers, but it shouldn’t. It’s not just a support function; it’s your third growth engine (right behind product and sales). Smart marketing isn’t about spending more, it’s about spending better: tailoring your tactics to your audience, using AI to sharpen targeting, and building a lead gen machine that actually converts. Want growth? Start treating marketing like the growth driver it is — not the afterthought it too often becomes. Here’s how to do it right…

Marketing as your growth engine

5. From slopes to strategy

What happens when a $3.9B Alpine tourism leader partners with EY Studio+? You get strategy that doesn’t just sit on a shelf — it moves. Together, SkiStar and EY Studio+ rolled up their sleeves and co-created new business ideas through rapid prototyping and company-wide collaboration. The approach was refreshingly hands-on: employees helped shape the future, leaders stayed closely involved, and ideas were tested in real time. From a sustainable travel concept to a year-round kids’ wellness platform, the innovations are already gaining traction. EY Studio+ brought the structure, creativity, and momentum to turn big-picture thinking into tangible next steps. The result? A strategy everyone understands — and is genuinely excited to help deliver.

How experiment-led strategy leads to action

If you do one thing:

If you do one thing read The Prompt, our collaboration with photographer and director Rankin which explores how creatives are shaping the future with confidence.

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