I agree. Trusts and credibility are the first hurdles, especially in a transparent marketplace. I think one of the ways brands will distinguish themselves is through their behavior in line with the greater good. This appeals to timeless human values that are fundamentally emotional and therefore will connect with the most wary consumer. As ever though, you have to be genuine, authenticate and consistent – a huge ask for most brands. That’s where advertisers and designers come in like you and I. Thx for sharing and adding to the discussion. Best, Simon

A consumer driven marketplace is where marketing should begin in the first place. Knowledge, information and tactics are becoming ubiquitous so the instant result that consumers want is only logical.

Value, like most products and services, will be commoditized over time. I call this the value inflation. What used to be high value is now standard and bundled with everything else. And in a time like this consumers do have control and choice, they want more for less. This transformation is good for the marketers, consumers and brands, it will just take time to regain trust and establish credibility again.