Marketing expert Nelly Coupe joins Will Laurenson to discuss e-commerce, branding, and the evolving digital marketing landscape. They explore the impact of sustainability on consumer choices, how TikTok is changing online shopping, and the role of AI in influencer marketing. Nelly shares insights from her experience with major personal care brands, while Will reflects on how brands can balance innovation with authenticity. They also examine the psychology behind consumer habits and the importance of sensory experiences in building brand loyalty. If you’re interested in how brands can stay relevant in 2025, this episode is packed with insightful discussions.