The Digital Economy

Welcome to the age of personalized impact. How did we get here? 

A tablet to customise sneakers is pictured in an Adidas pop-up store in Berlin December 2, 2014. Big consumer brands have latched on to personalised products because they seem to have a particular appeal to consumers known as "Millennials" in marketing speak. Used to posting selfie mobile phone shots on social media, this generation, who came of age from around 2000, wants something more than just the latest hot brand name. Millennials still like brands but expect them to listen and react to their ideas and criticism in real time and allow them a role in shaping future products. They have become a big focus of marketing experts as their spending power grows. Picture taken December 2, 2014.     REUTERS/Hannibal Hanschke (GERMANY - Tags: BUSINESS SOCIETY) - GM1EACE191701

Big consumer brands have latched on to personalized products Image: REUTERS/Hannibal Hanschke

Rob Acker
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Visitors take a selfie at the Mount of Olives overlooking Old City in Jerusalem, October 30, 2017. REUTERS/Ammar Awad - RC13F62D50D0
We are living in an age of selfies and online curated profiles Image: REUTERS/Ammar Awad
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