This document discusses the massive changes brought about by digital, social, and mobile technologies. It notes that consumer collaboration and co-creation are increasingly important, as shown by metrics on how often consumers engage with brands online and provide feedback. The document advocates that companies appoint a Chief Consumer Officer to facilitate structural collaboration with consumers and help transform companies to be ready for the future.

3. Massive change

4. Digital, Social & Mobile
73% 75%
31% 24%
54%
44%
25%
20%

5. Digital Darwinism

6. 31% 27%
9% 6%
47% 52%
42% 45%
44% 39%
Ever
Often
Potential Brand
Potential Topic
MROC/CCB
Co-creation & Collaboration

7. Consumer
Collaboration
Index

8. Structural Collaboration
with consumers

10. CHIEF
CONSUMER
OFFICER

12. Ready for a transformation?
linkedin.com/in/tomderuyck
@tomderuyck
tom@insites-consulting.com
Tom De Ruyck
Managing Partner & Head of Consumer Consulting Boards
linkedin.com/in/anneliesverhaeghe
@annaliezze
annelies@insites-consulting.com
Annelies Verhaeghe
Managing Partner & Head of Research Innovation