Faced with universally uniform products, consumers crave a stronger, more authentic connection with the goods they
consume. Authentic, storied, co-created and eco-friendly products that are made and consumed locally are disrupting
products from large industrial consumer goods companies that are only interested in their bottom line. Eco-conscious
consumers are concerned about the unsustainability of globalized hyper-production. In response, many large consumer
goods companies are scrambling to make parts of (if not their entire) supply chain organic, ethical, fairtrade or eco. On
the ﬂipside, it’s becoming ever-easier for consumers to market their homemade wares to others. As a result, local
communities are enjoying the ever-wider range of quirky, unique and small-scale producers. Indeed, many consumers
believe in the virtues of local producers. They see them as members of their community, and are therefore more
Authentic, storied, co-created eco-friendly products that are made and consu-
med locally are disrupting products from large industrial consumer goods
companies that are only interested in their bottom line.
Large consumer goods companies with a portfolio of brands are highlighting the local elements of their products in
response. Next to locality, health beneﬁts represent a premium value for consumers as well. Embedding health beneﬁts
into consumer products oﬀers consumers the best of both worlds: simple, easy, painless steps to leading a healthier
lifestyle. Despite an abundance of information available to consumers, useful, timely and accessible data is still rare.
Consumers are embracing tools that check, track or alert them to personalized information, present information in an
easy-to-understand format, and even oﬀer relevant, speciﬁc data to help them make decisions related to consumer goods.
With media technologies, consumers can do this with easy-to-use and convenient tools that oﬀer them personal, ﬁltered,
curated and real-time information. Valuable information can also be stored, searched and distributed on a global scale.
Pricing will continue to be a ﬂuid and ever-changing process. Every consumer has a voice which, if spoken in the right
way, by and to the right people, in the right places, can be loud: reviews exceed advertisements in many ways.