Balancing "Me" with "We"
The Challenge is Real
The power dynamic between brands and people looks nothing like it did twenty years ago—or even two years ago. Increases in personalization and consumer control make the mass marketing of the past (designed to appeal to the “majority”) feel impersonal and irrelevant. In the me-conomy, surviving thriving depends on connecting with people on a personal level, creating products and experiences that are tailored to the individual, and showing people that you understand them.