Marketers are losing ground to consumers. They are finding it harder to identify trends and anticipate consumer needs in this age of consumer activism. 

Today’s consumers are “developing markets at an accelerated pace”, Paul Polman, CEO of Unilever told delegates at The Marketing Society’s 2012 annual lecture yesterday (30 April). 

As reported in Marketing, Polman warned marketers must learn the language of the crowd otherwise the gap would widen with potentially serious consequences. 

Netflix and Bank of America fell foul of consumers when they tried to raise their fees while McDonald’s was reminded of what organic meant. They’re just a few examples of brands which have felt the force of consumer activism. 

The answer is “foresight not insight” Polman told delegates. He also predicted that “provenance” could be added to the six Ps of marketing as more consumers choose sustainably sourced and responsibly made products. 

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Smarayda Christoforou