Best Practice Report

Why Consumers Want Brands To Unleash Their Creativity

Empowered Consumers Drive Experimentation And Self-Expression

May 31st, 2022
Anjali Lai, null
Anjali Lai
With contributors:
Mike Proulx , Jay Pattisall , Alex Schanne , Peter Harrison

Summary

Over the past decade, empowered consumers have demonstrated an increasing willingness to experiment. After the COVID-19 pandemic scrambled consumers’ worlds, experimentation became a way of life. Consumers are now flexing their creativity as they test out new ways to work and live. As a result, consumers are not only driving a culture of experimentation, self-expression, and novelty; they are also looking for brands to do the same. This report helps CMOs see, understand, and respond to consumer creativity.

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