Stories reflect our innate creativity and are one of humanity’s primary methods of meaning-making. Yet today, there are no existing narratives to guide us through the times we are living in. How do we move from stories of scarcity to abundance, from images of a dystopian future to a flourishing one, and from stories that prompt flight/fight/freeze reactions, to ones that inspire positive action? How do we collectively begin to build a new imaginary? Let's examine what we, as brands and businesses, can do to help create new storytelling frameworks that propel culture and humanity forwards.

In her keynote presentation, Laura will tell the story of The Uncovery, which is Unilever’s Beauty and Wellness brand incubator. As The Uncovery is rooted in experimentation and innovation, the brands are able to adapt to consumer feedback and trends, delivering what consumers want the most while fostering unique products specifically for underrepresented or not at all represented audiences in the current beauty and wellness space.