How to connect with consumers and build more meaningful relationships


Consumer goods brands have always recognised that they are distanced from the end consumer by their retail partnerships. It means that, despite being an industry built around consumer needs, it can be hard to adapt around today’s fast-changing customer. Today, digital technology allows you to grasp some of the power that has always rested with retailers yourself – but it will require even traditional companies to shake off a few assumptions, reorient around consumers, and get to grips with an almost overwhelming digital and social world of data.