Overwhelmed consumerFor all of your talk about needing choices, the truth is that so much choice actually freaks you out.

Every day you’re bombarded with brands and every day you need to choose. You’re scared and it’s all a bit much. You love brands that make life easier.

Please, please, just leave me alone.

Author Sheena Iyengar says consumers are more likely to purchase when confronted with

less product choice (TED Talks).

02

Empowered consumerBrands may think they control their own destinies but you know better. You know that a single bad review or Facebook post can cause an uproar. You know you shouldn’t say mean things, but it’s just so easy in a digital world.

You’re a buccaneer, turning the tables for the little guy, and the brands that get in your way had better watch out.

Who’s the boss? I’m the boss.

A third of American millenials have admitted to engaging in online trolling

(US YouGov poll).

03

Social conscienceYou like it when a brand has a social conscience, because you get the warm and fuzzies when you buy one of its products.

You like Chipotle – even though it doesn’t exist in Australia and you’ve never tasted the food – because it stands for something. You want to be an environmental and social crusader, without launching your own crusade.

I want to feel good about myself.

36.4% of consumers worldwide think they should

support brands that are environmentally and socially

conscious (BBMG).

04

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The ‘always-on’ consumerYou have a smartphone, a tablet, a laptop and an Apple watch. You feel naked if your phone runs out of battery.

You Instagram photos of your lunch. You feel unpopular if no one has tagged you on Facebook. You don’t text anymore, you SnapChat. Everything is connected with everything, and you never stare out the bus window anymore.

I can’t switch off, ever.”

Australians engage with digital media for an average

23.3 hours a week, three times more than ten years ago

(Nielsen).

05

11:30

11:30

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47% of consumers expect a website to load in

two seconds or less (Kissmetrics).

Instant gratificationWhen modern communications place the world at your fingertips, you don’t have time to wait for products to arrive or for pages to download. You are impatient and demanding. You like Uber. You like Netflix. You like Amazon.

I want it, and I want it now!

06

94% of companies believe that personalisation of online

experiences will improve business output (Monetate).

You don’t want the same old cookie cutter experience that everyone else gets.

Why? Because you’re special. With so many digital channels, so many brands, and so much data, you want an experience that suits your preferences, and a brand that communicates one-to-one.

Personalisation

Me, myself and I.

07

Loyalty EarnedThey say you’re not loyal, at least not like it was in the old days. They say that you have too much choice, that you’ve been spoiled by the retail price wars, and that you have too much information at your disposal to be truly loyal.

But you take offence at such one-dimensional accusations. You are fiercely loyal, if someone gives you a good reason to be.

I’m a great friend when it suits me.

77% of millenials cite product quality as the key

driver of brand loyalty (NewsCred).

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The wary consumerYou’ve been burned before. You’ve trusted a brand and accepted it into your life, only to find out it wasn’t everything it had promised.

You deserve better. You deserve a brand that is open and transparent. You crave authenticity, and you respond to brands that own up to their mistakes.

Just don’t lie to me.

80% of consumers say authentic content is the biggest

influence when it comes to following a brand

(Salesforce).

09

What’s next...?

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fortune-teller to a Step 1: Trim the paper

square but keep these directions handy.

Step 2: With the textside facing down, foldup all four corners of the Fortune Teller.

Step 3: Does it look like this? If not, go back to step one and startover.

Step 4: Flip the paper over and fold up all four corners again.

Step 5: Does your Fortune Teller look like this? No? Shame onyou, my four-year-old nepthew could do better.

Step 6: Fold in half as shown. Remindyourself that this process is, indeed, top secret.

Step 7: Place your fingers under the four paper flaps and workthe device back and forth to form creasesCommence amusingfriends.

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