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Hi everyone! Thank you for tuning in. There have been many inventions that have shaped the lives of humankind such as clean water, sanitation and vaccinations. Billions of people now have access to a clean water source, globally. A number of children have already been vaccinated against diseases like tetanus and whooping cough. Smallpox is gone and so has polio, almost. There are many other diseases that are in their ‘going out’ phase. People became more and more empowered with health, resources and later technology to enable them to lead their lives smoothly. As buying power increased, consumer confidence bloomed. Computers and the internet were big turnarounds. Then there was the rise of mobile commerce, smartphones, which put consumers in the driver’s seat. Shoppers are now critical influencers as they increasingly shop for things that they want from their mobiles. Consumer sizes are only growing and merchants are grappling to keep pace with a highly digitised consumer. The new consumer is now looking for engagement that goes beyond the marketing function. What should you as a brand do? How do you maintain a balance?  

LISTEN – track what consumers are saying and engage with them directly 

INSPIRE – develop tools that lead to consumer advocacy 

TUNE-IN – co-create products with the consumers' Brands must adopt these initiatives to maintain the right balance between them and the consumers.  

This is Priya Mishra, signing off until next time! Bye!