Empowered consumers fuel the age of the customer — you've likely heard this repeatedly. They now have more choices, richer resources, and higher demands than in the past. But this is more than just a catchy idea; it is a measurable trend. Here, we prove it. This report reveals how evolutions in customer behaviors and attitudes are manifesting themselves and measures how urgently brands must move toward customer obsession. CMOs: Thrive in the age of the customer by understanding how your customers are evolving and prioritizing changes to match.