Listen to “ME”

More people than ever before have more choice over their lives, work, education, communities and behaviors.  With choice comes power. Add communication and information technology and we have more ability to communicate and organize, more freedom to express our views and desires economically and politically.  As trust in “traditional” sources of influence from religions to politicians decreases, individuals are turning to their peers and extended networks for advice, information, knowledge, values, identity and meaning.   The “influenced” are becoming shapers & influencers in their own right. This choice, influence and power is playing out through the many roles that consumers or indivudals play every day, whether consumer, learner/teacher, leader/follower, employee/decision-maker, family member, citizen/politician, activist/member, or innovator.  In this report we explore the drivers and trends behind the shifting/power of individuals in several of these roles.  For example, consumers are exercising their choice and power by demanding more involvement in and customization of experiences and products. This new level of involvement is giving rise to the phenomenon of co-creation and customer made.  It is also fuelling the emerging identities and demands of new consumer groups which can split and regroup fluidly, from extreme commuters to e-fluentials.

Questions for Business Leaders

• What do the changes in customer/consumer power and behaviors mean for our markets? What will be the most important future sources of value for customers/consumers? How do we position ourselves to serve their future needs and wants?
• What does self-segmentation of consumers mean for our markets? How do we identify the most important emerging communities of choice for our organization? How do we connect effectively with these communities/self-segmented groups?
• What will be the impact on our organization of greater interdependence with customers/consumers, greater transparency and greater civil activism?

The GT Trend Report: Shapers & Influencers – Consumers/Individuals offers insights and analysis around the changing influence and power of consumers and individuals in the different roles they play to help you and your team address these questions.