MARKETING SOCIETY CEO GEMMA GREAVES ON LEADERSHIP IN DIFFICULT TIMES AND BEHAVIOURAL SCIENTIST DR SIMON MOORE ON UNDERSTANDING CONSUMER BEHAVIOUR IN LOCKDOWN The Wax/On team’s Business as Unusual special podcast episodes continue as they meet up by Zoom for web chats. Mark speaks to our own CEO Gemma Greaves about the mood amongst the Society’s membership right now, how we’re pivoting at pace to support the community, she talks candidly about dealing with her imposter syndrome, what she’s learned from great marketing leaders, and what she will miss when she steps down from her role. Meanwhile Paul and Cairen chat to Dr Simon Moore, CEO of Innovation Bubble and a Chartered Business and Consumer Psychologist who specialises in uncovering emotional and personality influences on behaviour. He explains how brands should respond to the current situation with consumers shifting from gain to maintain. He explains why if brands go silent consumers will believe they are lacking in confidence; how marketers should be leading with more emotional messages, and why our current communications should make the consumer feel more in control.