Consumers Can Handle the Truth.
But Can You?
Friday, September 30, 2005
Hosted by Hill, Holliday Boston

Are we at last coming out of denial and fully facing the power shift from marketer to consumer? Not only do consumers have total control of how and when they consume media, they have access to the truth about what is being communicated via that media. And consumers are ready for some truth. Boy, are they ready.

According to Yankelovich, 59% of consumers say that, “Very little, if any, marketing and advertising I see has any relevance to me.” Consumers are simply fed up with hype and looking for a new level of respect. They are further empowered by our current age of transparency, where the truth is completely accessible to everyone.

How does this empowered consumer affect the way in which you communicate with your target audience? Are consumers ready for the truth, or is this merely lip-service? Is this occurring at a global level, or is it an American phenomenon?

And, with control of how and when they consume media, even getting your message in front of them has never been more difficult.

What are the implications on your medium of choice? Is the answer to simply surround them with more media? More importantly, does this affect what you communicate within that medium? If your message is not connecting with your audience, will surrounding them with more of it work?