What do empowered consumers want from brands? Novelty, control and shared values

Brands need to understand how to connect with consumers who are empowered and meet their exacting expectations.

Speaking at Forrester’s Summit Asia Pacific 2020 virtual conference, senior analyst Anjali Lai said that empowered customers have mounting expectations for companies going forward, and that their demands are accelerating.

She shared three important insights about highly empowered consumers.

Insight 1: The more the brand delivers to empowered consumers, the bigger the consumers’ appetite for new experiences

Nine out of 10 APAC ‘progressive pioneers’ – the company’s term for the most empowered consumer group based on its empowered customer segmentation model – are perpetually willing to do or try new things, according to the 2019 Forrester Financial Services Survey.

“Consumers...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands