Human–Driven Experience – The Battle for Trust in the Digital Age

95% of consumers are now making at least one lasting change to how they live, shop and work. Consumers are being forced to face their own consumption, causing many to reconsider their purchases accordingly. Consumers are planning to maintain increased connections with their communities, and some will actively purchase from brands that provide a sense of community. The consumer you thought you knew is no longer, and there is an urgent need to get reacquainted with consumers to understand the changes they've been through, and the new values they hold. Companies need to increase consumer confidence to encourage a return to the public domain.

Technology enables the change in consumer behaviour, but it also alienates it. Digital is facilitating life at home, enabling virtual working and learning, as well as providing entertainment and connection. But this ubiquity also creates a roadblock for those who do not have the access or skills to adequately navigate the online world. Companies must outmanoeuvre uncertainty by course correcting, again and again as circumstances change. This requires them to reassess assumptions, re-evaluate scenarios and strengthen their ability to sense and respond.

Humanizing Digital will provide a blueprint for what businesses can do to ensure they effectively adjust their assumptions about consumers, re-evaluate all scenarios and strengthen their capability to predict and respond accordingly. If we are to overcome the growing environment of digital life, we need to better understand how building trust is critical to meet the needs of our customers, employees and citizens. This will in turn foster better communication, improve marketing, collaboration & innovation, buttress democracy and generate profitable growth.