Onward's CEO Anna Öhrling believes in the power of purpose-driven brands. From her experience in advertising to co-founding Onward, she champions hiring juniors and bringing authenticity back into marketing.

"The industry is losing something we can't get back if we stop hiring young talent," she says. "They ask the obvious questions that no one else dares."

She warns against ignoring stability for growth, citing post-2008, post-Covid and post-AI changes as reasons to stay in a great company with good people.

"We need to give customers something useful beyond their product," adds Öhrling. "It could be access to training or fighting for policy change on their behalf."

"My life has been a series of changes, and it's always led somewhere better," she concludes. "Change is a sign of strength."