Unconsumption with Nisreen Shocair (Virgin Megastore)

Virgin Disruptors Podcast - A podcast by Virgin

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One of the most celebrated entrepreneurs in the Arab world, Nisreen Shocair, has grown Virgin Megastore MENA to be one of the most well respected customer-centric brands in the region. In this podcast Nisreen explains how she needed to disrupt both the brand and her customers’ thinking to get there, which has included promoting unconsumption – the somewhat controversial move of telling customers to consume less.

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