The movement towards “consumer-centricity” has been a great step towards brands bringing consumer needs into decision-making within their businesses. However, labeling people as “consumers” forces us to think of them one-dimensionally – as people who use, or could be using our products. Humans are much more than that.
For the last several years, Mars has been on a journey to deepen their understanding of people holistically, versus understanding people as just the category or brand consumers. This transformation has created a deeper empathy and identified new opportunities for growth as a result.
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