Agility and adaptability have become increasingly valuable attributes for all in the industry, whether they be large or small, incumbents or disruptors.

At True we are fortunate to witness – and, in many cases, positively influence – the innovation activities of a wide range of players, from early-stage brands just starting on their journey through emergent, scaling operators all the way up to some of the largest enterprises with global businesses. 

In addition to ongoing, organic innovation – which is a difficult skillset to build into the DNA of a company – we are increasingly seeing a trend towards acquisition as a means for (typically) larger companies to expand their capabilities and reach.