Trends Report

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 15th, 2020
With contributors:
Keith Johnston , Shynise McElveen , Rachel Birrell


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. 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, CMOs must evolve their understanding of the human picture by anticipating the fate of the empowered customer. Read this report to understand where the most empowered US consumers stand today and visualize where they’re going next.

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