Putting it all together: How to connect with consumers who want to do things for themselves

This article discusses how Do-it-Yourselfers form a complex and growing group of consumers in the US – that can be used to empower brands.

Putting it all together: How to connect with consumers who want to do things for themselves

David Ward

Left wiser but poorer by the real estate/economic crisis of the previous decade, a huge number of Americans have decided to leverage all that the Internet provides and become experts on everything from their own health and wellness to home improvement and personal finance.

The good news for brands is that these empowered consumers are more than willing to spend money on products they know of if they believe the purchase will improve their lives, their homes, or their finances. For proof,...

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