ignition Watch the Little by Little campaign video A better future, little by little As relatively ad hoc movements such as #metoo or #deletefacebook attest, young consumers are more than willing to show their support for what they see as good causes. Can the positive spirit of such movements be leveraged to deliver greater global impact? In a partnership with Google, the worlds six biggest advertising agencies (Dentsu, Havas, IPG, Omnicom, Publicis and WPP) have come together to create a global campaign, Little by Little, with the goal of inspiring Generation Z to create two billion acts of good by 2030. The campaign supports the United Nations Sustainable Development Goals and has enlisted global influencers and activists, including Nigerian entrepreneur Adebola Williams, Irish chef and blogger Gemma Stafford, YouTuber Marissa Rachel, and fashion model and wheelchair-user Jillian Mercado. The campaign aims, in the words of Mercado, to connect many disparate acts into one massive movement for good. Will global consumers come toexpectmore of these largescale, global intiatives in future? Adding emotional intelligence to chatbots China-based tech firm Emotibot has developed a chatbot that uses image and text recognition, and deep learning, to create a service device that is emotionally intelligent. The company claims its cutting-edge API can recognise 22 emotional patterns used in text conversation, seven emotions in speech, and seven emotional states from facial expressions. If user interactions are supported by a camera and microphone, Emotibot can adapt its responses to how the user is feeling in real time, while stored data creates a memory for subsequent interactions, with the chatbot adapting its responses via self-learning algorithms. Artificial intelligence has taken a further step towards putting customer emotions at the heart of service. BuzzworDs Servitisation Noun: the delivery of a service component as an added value, when supplying products. Increasingly used to describe a world in which brand experience across the complete customer life-cycle pushes marketing into a long-tail, postsale, post-product world. cim.co.uk/exchange CEO comment Chris Daly, CEO, Chartered Institute of Marketing (CIM) Its certainly been a period of change. As Jeremy Vine recently said at a CIM event for Chartered Marketers: Donald Trump, Brexit and Leicester City the only thing for certain is that nothing is certain. Its clear that we live in a customer-centric world and, as such, there is an added impetus for marketers to be recognised as the people who really understand the customer and are able and capable to guide the board and the business to success. Fake news, GDPR, #MeToo, AI and changes to how consumers interact with brands puts marketing front and centre in the drive for customer engagement and growth. As a result, the role of the marketer is becoming more demanding, competitive and varied. However, as marketers and innovators, we are always willing to meet the challenges posed by a changing political and legislative landscape. A new research project we have undertaken with PwC has found that the post-Brexit marketing agenda is positive seven in 10 British businesses expect to grow the volume of their exports over the next three years. Marketers are looking outside the EU for business opportunities, with the top three target markets for growth cited as the United States, China and United Arab Emirates.Those who have already taken the plunge are reporting that marketing is unlocking overseas opportunities both at a brand and an agency level. At the heart of this is the customer. Knowing what your audience wants and delivering it efficiently with clear metrics is now more critical than ever and its marketing that must drive this forward.