Traditional demographics are fraying at the edges, forcing brands and agencies to reboot their engagement strategies for a new generation of global consumers. The challenge ahead is to navigate an amorphous consumer landscape, a Venn diagram with multiple rings and one centre – personal identity, which, increasingly, has nothing to do with age or location. Hayley Ard, senior editor at innovation research firm Stylus, explains how to break stereotypes and tell new stories across all digital channels.