Building mental availability in audio has never been more challenging. Once-traditional radio businesses are now competing with video, streaming and social media content – but audio has some powerful strengths in that battle. As NOVA Entertainment’s Adam Johnson writes, the ‘Place’ in McCarthy’s ‘Four Ps’ is key with quality content and ubiquitous access –physical availability – driving marketers’ goals through audio.

What can Benjamin Franklin, the ‘Green Revolution’ and consumer purpose teach us about future value? A lot, writes VMLY&R’s Troy Nicoll. In the third instalment of VMLY&R’s value series, he says brands that move last will be remembered – negatively. And those that understand ‘value’ as being a holistic, long-term relationship with consumers – like Patagonia and New Balance – will help reimagine marketing thinking. People are already voting with their wallets out of principle, identity, and survival.

There’s an unfair image of Millennials out there that paints them as poor financial managers, economics journalist Jess Irvine says. But they’re hungrier for information and advice than any generation before them. Despite this, a new survey from Nine has found that they’re becoming less sure of themselves. And with more than seven million Australians aged 18 to 39 set to inherit $320,000 each over the next 20 years – that’s $3.5 trillion in total – the brands that share smart information that doesn’t oversimplify things can help these Millennials – and themselves.