We asked our Audience what they think, and last week presented the findings at our annual Audience Briefing.

Last Thursday at Protein Studios, our UK team offered a taster of insights from our annual international survey as well as a detailed run down of our brand new subscription service, Protein OS. The Protein OS is all about helping you understand your consumer and the key market trends shaping your industry. With actionable insights and tools to connect with key players in your field, it's an indispensable tool in navigating the world of consumer behaviour.

The presentation itself - led by our CEO Will Rowe, head of european insights Sarah Johnson and creative strategist Jordan Rason - explored the key vitals that are informing the attitudes and behaviours of the early adopter.

This yearโ€™s key vitals: Resistance, Responsibility, Status and Openness were fleshed out by a few statistically backed observations. It transpires that โ€œ77% of our Audience believe brands have a moral and social responsibility to make a positive impact on the worldโ€. Additionally, a further 79% of our audience will, โ€œconsider the ethical reputation of a company before they apply.โ€

The vitals were also underscored by a range of immersive workshops drawn from some of the most innovative projects from the past year.

The Resistance workshop, hosted by Clive Watson and Neil Chivers, allowed participants to learn about how Our/Londonโ€™s small team โ€“ comprised of two local partners a distillery manager and a sales manager - produce their hand-bottled vodka using locally sourced ingredients. Methods that stand in stark contrast to the world of hyper-convenience the early adopter is opposed to.

For the Status vital we gave a group of our audience members expert tips on how to create the perfect selfie with the aid of a front-lit technology LuMee phone case and some comprehensive tutelage from Ornella Kolle.

For our Responsibility vital, UK charity Help Refugees enabled us to create a package full of donations that will be used to better the living conditions of some of the 60 million refugees in the world today.

The fourth and final vital was Openness. Digital designer Emily Groves brought her Emoji Cafe installation to bear in a workshop that helped to demonstrate the early adopters willingness to interact with far more unusual, fluid forms of brand messages.

Cocktails from Our/London, and Vietnamese street food from Viet Van provided the dayโ€™s refreshments. Treats were supplied by Beeโ€™s Bakery who made us our very own Protein cookies, while Jarr Kombucha provided some delicious alternative refreshments.

Thanks to everyone who came down, including the workshop hosts. Hereโ€™s to another progressive year.