Q1. Could you start by giving us a brief overview of your professional background, particularly focusing on your expertise in the industry?

I’ve spent the last 15 years at the intersection of marketing, innovation, and human behavior — leading transformation projects across LATAM and Europe.

My career has been guided by a simple belief: marketing is not here to sell; it’s here to connect human beings through meaning and value.

Today, I lead as Strategy Head at Birth Group, where we help organizations shift from product-centric to human-centric growth models, combining creative communication, brand strategy, and AI-driven personalization. I also founded Marketing Collective, a community of 1000+ professionals rethinking marketing with soul and strategy.

My new book, Human-Centric Marketing, summarizes this journey — showing how empathy, data, and purpose can coexist to create growth that actually matters.

 

Q2. How do you envision the evolution of human-centric marketing over the next 5 to 10 years, and what will be the defining trends shaping this transformation?

We’re entering the age of “meaning algorithms” — where technology doesn’t just predict behavior, it interprets emotion and context.

Human-centric marketing will evolve from being an ethical choice and a nice-to-have to becoming a strategic necessity.

In the next decade, three major forces will shape this shift:

Empathy at Scale – Brands will move from personalization to humanization, designing experiences that adapt to emotional states and unconscious biases.

AI as a Mirror, Not a Mask – Generative AI will stop being a tool for efficiency and become a medium for co-creation, amplifying human creativity instead of replacing it.

Conscious Capitalism 2.0 – Consumers will reward brands that align personal and planetary well-being, transforming sustainability into a shared narrative rather than a campaign.

 

Q3. What are the evolving expectations of regulators and consumers regarding purpose-driven marketing?

Both regulators and consumers are becoming less tolerant of performative purpose.

We’re seeing a convergence: governments demanding measurable impact, and people demanding emotional coherence — that what you say, sell, and do are aligned.

The new expectation is radical transparency: being able to show data-backed impact while maintaining human empathy in how you communicate it.

Purpose will no longer be a storytelling exercise; it will be an accountability system.

 

Q4. Which industries or market segments are demonstrating the fastest adoption of human-centric and purpose-led growth strategies, and what competitive advantages are emerging for early adopters?

We’re seeing the fastest adoption in healthcare, finance, and sustainable consumer goods. In these sectors, trust is currency — and human-centric approaches directly translate into loyalty and retention.

Early adopters gain three clear advantages:

Cultural Resilience – Teams aligned with purpose adapt faster to crises.

Emotional Differentiation – Their brands are remembered not for what they sell, but for how they make people feel.

Purpose Driven Advantage – Brands and companies with true, genuine, and coherent (connecting what they say with what they do) will be the ones that will win loyalty and long-term growth.

 

Q5. What are the key drivers behind successful human-centric transformation programs that consistently generate above-market returns, and which companies are excelling in this area?

The most successful programs combine strategic empathy, empowered teams, and systemic alignment.

The pattern we see across outperformers is that human-centric leadership is an integrated part of their businesses and they’ve embedded purpose into process, not just communication.

The key drivers are:

• Leadership with self-awareness
• Cross-functional empathy maps (connecting HR, Marketing, and Operations around the same human insight)
• Data ethics frameworks to ensure personalization respects human dignity

These companies understand that being human-centric is not a campaign — it’s a way of operating.

 

Q6. What role do AI and data-driven personalization play in fostering purpose-led customer experiences, and how can companies ensure these technologies enhance trust and authenticity?

AI is the engine, but humanity must remain the compass. Used correctly, data allows us to anticipate needs with proactive empathy — serving people before they ask.

The challenge is not technological; it’s ethical.

Companies must design “AI with conscience”: Transparent, explainable, and emotionally intelligent systems that reinforce trust rather than extract it.

The winning formula is Emotion + Evidence: Use data to understand, not to manipulate. That’s how technology amplifies authenticity instead of eroding it.

 

Q7. If you were an investor looking at companies within the space, what critical question would you pose to their senior management?

"How is your growth impacting positively the market and the consumers?"

It’s a simple question, but it reveals everything. If the leadership team can’t articulate how their data, culture, and customer strategy create mutual benefit, the business model isn’t future proof.

In a world where trust is the new currency, human impact should become the ultimate KPI.