A newish term to describe the capacity of consumers to respond, and to initiate change, and it is having a huge impact on the demands on the people running theĀ  marketing efforts of all organisations, and the breadth of their responsibility within those organisations.

Suddenly, because of the reach of the net, marketers are being asked to create startlingly different products in order to remain differentiated from the competition, whilst being socially and ecologically responsible, but still meeting the financial metrics that dominate organisations.

In most cases, this is a very big ask, marketers are usually as bound by the successes of the past as anyone else, consumers need to push them to new solutions by rejecting the old ones.