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In the midst of asking what has changed, we also ask why. Understanding, care, and empathy should now be placed at the forefront of our thinking. This spirit has led 15 of our leaders across the world to ask why, in our second annual issue of ahead, and share thought starters that look at the motivational shifts leading the most impactful changes across media today; Why have consumer attitudes shifted so much? Why can joy be a motivator? Why is the idea of the neighbourhood more important than ever before?