The pivot to passive: The waning hold of consumer control and the shift from screens to sensors

This article describes a major shift in consumer behaviour driven by the rise of the 'internet of things', which is making consumers more passive.

The pivot to passive: The waning hold of consumer control and the shift from screens to sensors

J Walker Smith The Futures Company

The pivot to passive is the future of consumer digital technology, and with it will come a consumer marketplace more like the one that existed before the internet than after. This is not because of any attenuation of technology but because the inexorable advance of digital technology is returning the balance of power, influence and control to marketers. J Walker Smith explains.

New technologies are set to make the emerging consumer marketplace more like the one...

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