Client Academy (Episode 2): Growth Beyond the Core- Where Real Category Growth Is Coming from Now

If growth feels harder than ever, it’s because many brands are chasing it in the same places, with the same levers, and expecting different results. Loyalty, frequency and portfolio optimisation can only go so far when categories themselves are under pressure.

The brands that are still winning are doing something different: they’re redefining where demand comes from.

In this webinar, we challenge some of the most common assumptions about growth and explore:

• Why many well‑researched growth strategies still fail to deliver
• What actually drives sustainable growth across categories today
• Why expanding participation matters more than squeezing existing buyers
• How leading brands are creating relevance beyond traditional category boundaries

Drawing on data, proven frameworks and real‑world examples, we’ll show how brands are identifying new occasions, entry points and reasons to buy, and turning category expansion into measurable growth.

This session is for marketers who want to move beyond incremental gains, rethink where future demand will come from, and make more confident growth bets in an increasingly constrained environment.