In a keynote talk live from the Felix Meritis, Jason Fulton, founder of people-centric insights and strategy agency This Memento, will be tackling the biggest issue of 2020 and beyond: how to cope with, and how best to adapt to, the post-pandemic business world. "Business has to change. Not everyone will embrace that – but what if you did?,” Fulton asks. After speaking to young consumers and business leaders, he arrives at ADE Pro with key lessons for how the music industry can meaningfully address these turbulent times. "It's about driving transformation, and how soul-searching and strategy can work together for business in times of crisis," he adds. Over the last 11 years, This Memento has worked with global brands such as Nike, Converse, Sonos, Rihanna’s FENTY, Huawei and Carhartt Workwear.