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For CMO Professionals

The Future Of The Empowered Consumer In The US

The Past Decade Of Consumer Evolution Shows That Consumers Want New Choices, More Immersive Experiences, And Greater Purpose

December 15, 2020

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Why Read This Report

People rebound from crises by discovering and flexing their muscles of empowerment. For over 20 years, we've used hundreds of thousands of global consumer surveys to measure the drivers and implications of consumer empowerment. But with a decade of prolific innovation behind us, a destructive pandemic around us, and at least another decade of the age of the customer ahead of us, what is the fate of the empowered customer? Read this report to understand where the most empowered US consumers stand today and where they're going next.

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Table of Contents

  • The Pandemic Reveals And Accelerates The Drivers Of Empowerment
  • Get Reacquainted With Your Empowered Customers
  • Empowered Consumers' Demands Will Reset Brand And CX Standards
  • What It Means

  • The 2020s Will Bring A Consumer Renaissance: Participate Or Perish
  • Supplemental Material
  • Related Research Documents

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