South Africa, Aug. 28 -- Claire Denham-Dyson, head anthropologist at Demographica, a specialist B2B marketing agency, has an honours in Anthropology and her masters in Organisational and Business Psychology. She is passionate about storytelling and human behaviour and says she spends most of her time in her clients' clients' businesses, learning about what drives decision-making.

Here, she shares her thoughts on how the future of marketing will benefit from more female leadership and why she thinks it's essential that young *womxn see this industry as a safe and fruitful space where they can be properly remunerated.

How important is anthropology in (B2B) marketing?

Anthropology has become increasingly important, though currently, it's ...