This time it’s personal: from consumer to co-creator – video insight

Consumers are changing. They are harder to define, understand and please than ever before. Digital technology is driving this change.

Social media is transferring power over the brand from the company to consumers. The digital consumer is becoming the new marketing department – hugely influential, but not on the company’s payroll.

Empowered consumers are demanding a greater say in how products are designed, sold, delivered and serviced. They want to be active co-creators instead of passive consumers.

The pace of change is increasing and businesses must keep up.