Rethink

Amol Rajan and his guests look for some answers on how to tackle the challenges thrown up by demographic change. From the pressure put on governments by burgeoning populations of young people, to the tactics best adopted by those of us planning to live to a hundred. GUESTS Camilla Cavendish, former Director of Policy for Prime Minister David Cameron, Financial Times columnist and author of 'Extra Time: 10 Lessons for an Ageing World' Professor Andrew Scott, Professor of Economics at London Business School and author of 'The 100-Year Life - Living and Working in an Age of Longevity' Dr Eliza Filby writer and historian Professor Ian Goldin, Professor of Globalisation and Development at the University of Oxford and author of 'Is the Planet Full?' Presenter: Amol Rajan Producer: Lucinda Borrell Editor: Kirsty Reid

Amol Rajan and his guests look at Japan where almost a third of the population is aged 65 or over. What does that mean for Japan's economy, and its future? And what can other ageing countries learn from its experiences so far? GUESTS Kathy Matsui, partner at venture capital fund MPower Celia Hatton, Asia-Pacific Editor for the BBC Bill Emmott, Chairman of the International Institute for Strategic Studies, former Editor of the Economist Noreena Hertz economist and author of 'The Lonely Century' Presenter: Amol Rajan Producer: Lucinda Borrell Editor: Kirsty Reid

In episode three of the series, Amol Rajan is joined by guests from Africa and the Middle East to look at the challenges and opportunities faced by countries with rapidly growing young populations. Will this mean demographic dividend or disaster for states like Nigeria? GUESTS Dr Wangui Kimari, Junior Research Fellow, Institute for Humanities in Africa at the University of Cape Town Cheta Nwanze, Lead Partner at SBM Intelligence Meray Maddah, Research Assistant, Stockholm International Peace Research Institute Dr. Paul Morland, Author of ‘The Human Tide: How Population Shaped the Modern World' Presenter: Amol Rajan Producer: Ayeisha Thomas-Smith Editor: Kirsty Reid

Amol Rajan and guests look at why British birth rates have declined so much. Can we - should we - try to reverse this and how will we pay for the health and care needs of our growing elderly population? GUESTS Prof Sarah Harper, Director and Clore Professor of Gerontology, Oxford Institute of Population Ageing Miatta Fahnbulleh, CEO, New Economics Foundation Robert Colvile, Director, Centre for Policy Studies David Runciman - Professor of Politics, University of Cambridge Presenter: Amol Rajan Producer: Rob Walker Editor: Kirsty Reid

In a new five-part Rethink series, Amol Rajan and guests challenge some of our long-held assumptions about population change. Are there really too many people in the world - or will some countries actually end up with too few? GUESTS Rt Hon. Lord David Willets, President of the Advisory Council and Intergenerational Centre of the Resolution Foundation Professor Anna Rotkirch, Director, Population Research Institute, Väestöliitto, Finland Professor Ian Goldin, Professor of Globalisation and Development at the University of Oxford Poonam Muttreja, Executive Director, Population Foundation of India Presenter: Amol Rajan Producer: Rob Walker Editor: Kirsty Reid

During the pandemic many schools and universities relied on virtual lessons using video software. In the final programme of this Rethink on Education, we look to the future and ask what is the role of technology in education? Will students be taught virtually or will online resources only be used to enhance the classroom experience? Amol Rajan and guests discuss. GUESTS: Alex Beard, Author, Natural Born Learners Matt Hood, Founder, Oak National Academy Dilshad Sheikh, Dean of the Business School, Arden University Dr. Elizabeth Gemmill, Department for Continuing Education, Oxford University Presenter: Amol Rajan Producer: Julie Ball Editor: Kirsty Reid

Universities receive double the amount of funding that Further Education colleges get, despite the fact they have twice the number of students, most of whom are in vocational training. If the country is to meet the requirements of new technology jobs, and skills, should we be investing more money in higher education that provides the skills we will need for the future economic prosperity of the country rather than a course in English Literature? Amol Rajan and guests discuss. GUESTS: Professor Dame Ann Dowling, Deputy Vice-Chancellor, Cambridge University, Emeritus Professor of Mechanical Engineering David Goodhart, Author 'Head, Hand, Heart: The struggle for dignity and status in the 21st Century Jude Kelly, Founder WoW Foundation Professor Steven Spier, Vice-chancellor, Kingston University Presenter: Amol Rajan Producer: Julie Ball Editor: Kirsty Reid

Should we change the current system of examinations for our 16 and 18 year olds? During the past two years pupils across the UK have missed out on official exams like GCSEs, A Levels and Highers. So are official exams no longer needed? The current system was set up as a conduit for the now, 50 percent of students who go to university. But what about those who don't go on to higher education, are they being catered for? Is there a better way to assess what young people have learnt whilst at school that will help them get what they want out of life in the future? Amol Rajan and guests discuss. GUESTS Lord Kenneth Baker, Baker Dearing Educational Trust, UTC's Laura McInerney, Founder, TeacherTapp Dr. Kevin Stannard, Head of Innovation and Learning, Girls' Day Schools Trust Aliyah Irabor-York, Student & Founder , Pupil Power and Kiran Gill, CEO and Founder, The Difference Presenter: Amol Rajan Producer: Julie Ball Editor: Kirsty Reid

Today's Rethink is looking at early years and primary education. With cuts in child services, are primary schools and early years providers becoming ersatz parents as well as educators? Providing everything from meals to setting boundaries in a space where children can be their very best? Amol Rajan and guests discuss whether educators can really make up for what's missing in the home? GUESTS Dr. Mary Bousted, Joint General-Secretary, National Education Union Naomi Eisenstadt, Chair, Northamptonshire Integrated Care System and Honorary Fellow at the University of Oxford Dept of Education Zane Powles, MBE, Asst Deputy Headteacher, Western Primary School, Grimsby Shaddai Tembo, Lecturer, Early Years, University of Highlands and Islands Presenter: Amol Rajan Producer: Julie Ball Editor: Kirsty Reid

Rethinking Education. In a new five part Rethink series, Amol Rajan and guests discuss how we can re-think the Education system post pandemic. GUESTS Kikelomo Agunbiade, Head of Education, IPPR Claire-Marie Cuthbert - Chief Executive, Evolve Trust David Perks, Principal and Founder, East London Science School Professor David Runciman, Professor of Politics and History, Cambridge University Presenter: Amol Rajan Producer: Julie Ball Editor: Kirsty Reid

Professor Jude Browne looks at how we tackle the concept of responsibility post-pandemic

Traditional and digital media have long operated in silos, and with an ever increasing number of screens and platforms it can seem overwhelming and bring a temptation to revert to old media habits rather than try to master a new art. In our final episode of the series, two industry heavy hitters share their recipe for tasty media ROI. As always, the secret is in how they mix their ingredients! Welcome to Rethink, a podcast by Think with Google. We’ve been through so much together this season!  We’ve looked at how to grab people’s attention, we’ve highlighted how diverse creatives and workplaces are smart business and we’ve worked out that people will actually watch your ads, as long as they’re good!   And in the final episode we’re focused on the media mix and how to make sure you get the best bang for your buck. Today’s challenge is all about the best mix for a mid/post covid world... “I get how we now have 10x more media options than there are hours in the day, which I guess reflects how consumers spend their time now. But everyone seems to have an opinion on the ‘right mix’ to drive effectiveness.  To help work out the best way to divvy up your marketing budget in this fragmented media landscape we chat to Rachael Powell, Google’s Head of Consumer and Market Insights. Brent Smart, Chief Marketing Officer for IAG, shares why emotional storytelling needs to play out over a variety of screens if you're really going to hit people in the feels and connect with them. And to bring it home, we check in with Mark Lollback, CEO of Group M Australia who shares his experience of getting the mix right using the three C’s - channel, context and creative planning.  If you’re ready to give things a stir and rethink the mix, check out this episode... FURTHER READING For advice on how to put together the optimal media mix check out the latest from Think with Google… Check out the latest trends and insights to rethink your mix – g.co/rethinkthemix Les Binet, Mark Ritson and Paul Sinkinson talk marketing effectiveness in our latest Think with Google virtual brekkie. Catch up on demand here. What you should be doing right now to rethink your media mix.  For even more great insights head to thinkwithgoogle.com.au  CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton See omnystudio.com/listener for privacy information.

We’ve seen positive shifts in diversity, equity and inclusion in the marketing industry. But COVID-19 is proving to be the mother of all distractions, and while it’s easy to forget about the important issues when they’re out of our line of sight (while working from home) how can we promote the tangible benefits of diversity, equity and inclusion and accelerate this positive change. Welcome to Rethink, a podcast by Think with Google.  The idea of creating more diverse and inclusive workplaces is something people have been fighting for for years but it’s still taking time for companies to turn this into real, meaningful change. In this episode, we're talking diversity, equity and inclusion, and how it positively impacts business. Especially when it’s clear that if people inside the four walls of your office are reflective of people outside it you get a better culture, better creative and ultimately, a better bottom line.  Today’s challenge comes from creatives Jess and Grace who want to know how the advertising industry is making diversity a reality. “A lot has been said about the need for diversity in advertising - both in the industry and the actual work. But what we wanna know is…what are we actuallydoing? How are we making it a more formal part of the creative process, so that agencies and clients not only include but amplify diverse voices?” To help us answer this we chat with Tara McKenty, a Creative Director at Google and co-founder of RARE, a platform that drives diversion and inclusion in tech, media and creative industries.  Consultant Karen Ferry shares her experience and quotes diversity advocate, Verna Myers, to illustrate clearly the difference between diversity and inclusion. And Barb Humphries, Creative Director at The Monkeys tells the story behind the diverse casting decision for the Meat and Livestock Australia Company’s 2017 Spring Lamb ad.  Diverse opinions, experiences and perspectives mean diverse ideas, and when ideas are your business that’s got to be a good thing.  So if you want to know more, check out this episode... FURTHER READING Want to learn more about how diversity and inclusion can make your brand messages and your business more powerful? Check out the latest from Think with Google… Video: Harnessing the power of diverse perspectives What 2.7M YouTube ads reveal about gender bias in marketing 9 ways we’re changing habits, so we can make more inclusive marketing at Google The power of difference: How to hire and retain diverse teams in brands and agencies For even more great insights head to thinkwithgoogle.com  CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton See omnystudio.com/listener for privacy information.

With many of you not even making it to the end of this description, what chance do our ads have? Despite all the switching, skipping and multitasking, Rachel discovers that brands like Lynx and Dettol have found ways to overcome this ad-ttention deficit. Hear how they harness the power of context, with messages that not only reach their audience but move them too. Oh, and if you’ve made it this far, hopefully, you’ll be moved to hit ‘play’. Welcome to Rethink, a podcast by Think with Google.  Today's episode is all about attention. Something that's even harder to grab when we're scrolling through socials, binge-watching the latest shows, looking up YouTube videos or swiping right on a few potentials. We can be waist-deep in distractions without even leaving the couch, so how do you not only get people's attention but keep it?  Today's challenge is about grabbing the attention of the right customers... "It's been a tough few months for my client, so naturally they're super focussed on maximising reach with their next campaign - but reach doesn't always equal impact. How can I convince them that what they really need right now is to grab the attention of the right customers to get that impact?" To help us answer this we chat to some of the people behind the very successful Lynx Australia campaign, Unilever's Brand Manager, Kate Westgate, and Jamie Crick, Head of Distribution and Analysis at Emotive. RB Health's Marketing Director, Henry Turgoose takes us on the marketing journey Dettol found themselves on when the whole world was looking for Dettol products and coming up short. And Stuart Pike, Head of Google's Consumer and Market Insights team for Asia-Pacific takes us through some of the data on where customers have the highest attention score.  Want inspiration on how to capture your customers attention? Check out this episode... FURTHER READING For some more information on finding and keeping your customers attention check out the latest from Think with Google... What drives attention? Exploring the new front line of ad effectiveness How behaviours influence our attention with Rachael Powell (Google) and Mark Henning (Kantar) How Lynx embraced authenticity to inspire a hard-to-reach Aussie audience on YouTube For even more great insights head to thinkwithgoogle.com.au  CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton See omnystudio.com/listener for privacy information.

Rachel discovers that the four words Bill Bernbach, David Ogilvy and Neil French would say today are ‘I told you so’. Because whilst we all agree it’s getting harder and harder to break through the noise, creativity is still the last unfair advantage brands are allowed to take. But even though bravery is subjective and hard to measure, we hear from brands like Aldi and Klarna who are using data to maximise the impact of creative storytelling. Welcome to Rethink, a podcast by Think with Google.  Today's episode is all about what it takes to don your armour, grab your sword and charge into the battle of creativity....that was probably a bit much wasn't it.  But coming up with brave creative doesn't have to involve dressing up like you're ready to joust.  It's about standing out in a sea of sameness.  It's about saying the things people are thinking but that other brands don't seem to be comfortable saying and when you get that right you end up with an ad that makes people think "Finally! Someone is listening." And today's challenge is about how to use science to achieve that result.... "We keep hearing that brave creative works. The problem is, bravery is pretty subjective and difficult to measure, so it can be hard to get everyone on board. Is there a way of using data to know how far we should go?" To help us answer this we chat with BMF's Group Strategy Director, Kinga Papp, and Creative Director, David Fraser about Aldi's unprecedented ad for these unprecedented times. Andrea Darling, Marketing Director at Klarna talks us through how you manage to capture people's attention when you've got zero brand awareness and people are stuck inside their homes. And Fiona Walford, Head of Creative development at Google ANZ explains how we can use data to work out how far we can push the envelope.  Want to work out how to stand out? Check out this episode.... FURTHER READING Want to learn more about how data can help you come up with brave creative? Check out the latest from Think with Google.. The latest observations on creative effectiveness amid COVID-19 When creative and media come together, sparks fly Google's Unskippable Labs has run over 250 video ad experiments. Learn their approach How to ensure your video creative is driving performance For even more great insights head to https://www.thinkwithgoogle.com.au/  CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton See omnystudio.com/listener for privacy information.

Rachel goes down the customer journey rabbit hole and gets curiouser and curiouser about the question “How can brands show up in the right place, at the right time, and say the right thing?” Welcome to Rethink, a podcast by Think with Google.  If you think consumers are going on a purchase journey that involves "Me like. Me buy" you've waaaaay oversimplified things.  Add to that, we're in the middle of a global pandemic and you've got the inspiration for today's challenge.... "It's my role to get my clients' ads in front of the right people at the right time. But consumer behaviour is more unpredictable than ever right now, so how can we bring brand top of mind when they're at the point of purchase?" To nut this one our we chat to Rhys Williams, director of media sales specialists at Google who helps us detangle the Messy Middle that is path to purchase. Mike Daniels, Founder of the Behavioural Architects steps us through the seven principles that can help your brand stand out (even in a crisis). And we head across the ditch to chat to Gemma Bevan who worked on NZ's United Against COVID-19 campaign to find out how you galvanise an entire population.  After this episode you'll never think of path to purchase as linear again.  FURTHER READING Want to learn more about how to get in front of consumers when they don't even know how they make their decisions? Check out the latest from Think with Google... Check out our four-part video series to see how behavioural principles affect people from awareness to purchase.  Dig deeper into our research on consumer behaviour to explore a new model of decision-making. For even more great insights head to https://www.thinkwithgoogle.com.au/ CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton See omnystudio.com/listener for privacy information.

Rachel Corbett encounters a world of commuters who’ve stopped commuting. How have businesses jumped from chatty radio hosts, and witty billboards, to quick click delivered stuffed crusts? She finds unexpected answers to the question “What’s the most effective way to reach and engage consumers in this challenging environment?” Welcome to Rethink, a podcast by Think with Google.  To say our behaviour has changed over the past few months would be the understatement of the century. Power suits have been replaced by PJs and if you want to interrupt someone's commute with a little brand messaging you might need to break into their house and accost them in their hallway.....which isn't going to end well for anyone.  And that's exactly what today's challenge is all about... "One of my clients has traditionally tried to reach consumers on their work commute. For the last few months that commute has been a walk from the kitchen to the home office, so they've paused much of their marketing activity. I want to know what has replaced 'the commute'?" To answer this we chat to Paul Sinkinson, Managing Director of Analytic Partners who has his hands on all the important data. We hear from OMD's Laura Nice, and Ian Czenz who share case studies of brands they've worked with who've done a great job of turning up for customers in difficult times. And Rachael Powell from Google's consumer and market insights team reveals what we've all been doing online while we've been in lockdown (and it's not what you'd expect). If you want to know how to stay top of mind in these interesting times, so you can also be top of online searches, this episode is for you.  FURTHER READING Want to learn more about what your consumers are up to and what's the right message to communicate to them? Check out the latest from Think with Google.  Get tips for paving the road to recovery from Analytic Partners' marketing director, Paul Sinkinson.  Keep up with rising retail categories across Australia by exploring our interactive tool that updates daily. Learn how to unlock insights across Search and YouTube with Google Trends.  For even more great insights head to https://www.thinkwithgoogle.com.au/  CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Theme: Taka Perry Engineer: Adrian Walton See omnystudio.com/listener for privacy information.

Rachel finally steps out of lockdown and into the light, to a whole new world. Faced with the question “How on earth can marketing reach and connect with people who are finding new ways to stay connected themselves?” Welcome to Rethink, a podcast by Think with Google.  As every ad break has been telling us, we've just come through 'new-precedented, un-normal times where we've all been in this together'. Sure, we're not tripping over each other in the toilet paper aisles as much, but are we now in a new marketing reality? And have things really changed for good?  Each week on this podcast we'll take a marketing conundrum from the media and advertising industry and speak to experts to find out how to tackle it in new and creative ways (and from a safe distance, of course).  This week's challenge is one that's probably popped up many times over the past few months... "We've had 3 months of living simpler lives... baking, board games and DIY... But I want to know, what are the behaviours we'll keep as we go forward from the post-covid experience and how can brands adapt?" To answer this we chat to Ash Chang, the Head of Culture and Trends at YouTube APAC, to find out what we've been watching while in isolation. We get insights from Simon Joyce, Founder of Emotive, an integrated creative agency that's had a lot of success in branded video content... we're talking watch times of over two minutes! And we speak to Marion Grasby, host of Marion's Kitchen to find out how she built a passionate community of dumpling loving fans on her YouTube channel.  If you want to know how marketing can reach and connect with people who are desperately looking for new ways to stay connected themselves, this is the episode for you.  FURTHER READING Want even more insight into how you can connect with consumers? Check out the latest from Think with Google Discover how to connect your audience with the video content the love. Learn why Aussies are using streaming services in favour of free-to-air TV. For even more great insights head to https://www.thinkwithgoogle.com/  CREDITS This podcast was brought to you by Think with Google Host and Consulting Producer: Rachel Corbett Created by: The Hallway & Eardrum in partnership with Google Produced by: Eardrum Executive Producer: Ralph van Dijk Producer: Sarah Mashman Project Manager: Jessie Williams Music Theme: Taka Perry Engineer: Adrian Walton See omnystudio.com/listener for privacy information.

Dropping early August, a new podcast by Think with Google. Host Rachel Corbett joins forces with some of the most interesting and innovative minds to Rethink marketing challenges – with a little help from Google. It’s a feast of thought-provoking insights and stories that’ll inspire you to Rethink the way you do business. See omnystudio.com/listener for privacy information.

Author Graeber questions the purpose of our work.

Activist Sinxoto reminds us that millions of people live in constant danger.

Rt. Hon. Douglas Alexander, Senior Fellow at Harvard Kennedy School, suggests a series of specific policies to address low pay.

Musician Tunstall shares that convenience for consumers comes at a huge cost for artists

Cookery writer Dimbleby reflects on how food is a marker of civilisation.

Writer Bastani investigates the change in demographics and how it will affect us.

Neurologist Ramachandran asks how the pandemic has changed how we think about ourselves.

Journalist Lal argues for institutions to be re-engineered for the post-pandemic world

Senior Nurse Cooper makes an impassioned plea for justice.

Chef Katona asks us to consider what makes the restaurant experience precious.

Former United States National Security Advisor McMaster calls for consideration.

His Holiness the Dalai Lama has a checklist of priorities for the post-pandemic world.

Economist Mazzucato challenges the economic models that have dominated post-war policy

Philosopher O'Neill asks if tech giants have done irreversible damage to society/

Writer Sardar asks us what 'the new normal' is concealing.

Writer Emina asks if we can experience the benefits and joy of travel without moving.

Journalist Wallace-Wells applies cautious optimism to our current moment.

Author Jones questions how our disconnection with nature is affecting our lives

Historian Riley questions the concept of university being a rite of passage for the young

Writer Townsend imagines a future that prioritises convenience

Lecturer Yao explains how masks are an expression of commitment to the collective good

Professor Griffin highlights the unpaid and emotional work that often goes unrecognised.

Author Skelton supports a reinvigorated focus on manufacturing and technical education.

CEO of AstraZeneca, Soriot praises the example shown by scientists working together.

Campaigner Rivett-Carnac asks us to examine the stories we tell about ourselves.

Author Gerrard asks us to remember the role, rights and needs of older people.

Journalist Faroohar analyses the growing power of Big Tech.

Author Giridharadas asks if now is the moment to rethink everything.

American geographer and author Diamond asks if democracies are agile enough to do what's needed.

Author Morah asks what we can do for each other, regardless of national boundaries.

Philosopher Appiah reminds us that collective action is the sum of individual actions.

Author Sumption questions the freedoms we have given up during the pandemic.