Anticipating the rise of consumer power

Well, I guess it was just a matter of time... ever more sophisticated consumers looking to exercise their economic muscle and progressive companies providing them with the platform to do so. 

We have talked about the rise in consumer power before; what is new are the brands that have not just seen the writing on the wall but turned this into a positive. 

Consumer power and restless natives

The emergence of a networked information economy (Yochai Benkler) has always had an interesting implication for consumer activism. It is one thing to share a scrap of information, some random thoughts, and holiday snaps with family and friends online. It is quite another to become conscious of your own power as a consumer - and the consequences of acting in concert with others.
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