Matt BrittonFounder & CEO powering AI-driven consumer insights

Gen Y: Moving Decisions From the Boardwalks to the Sidewalks: Matt Britton Keynote Speaker

Name: Gen Y: Moving Decisions From the Boardwalks to the Sidewalks: Matt Britton Keynote Speaker
Uploaded: 2018-11-12T13:14:24Z
Channel: Matt Britton
Description: Keynote excerpt arguing that decision-making has shifted from top-down (boardrooms) to consumer-driven influence (sidewalks). Companies that prioritize…

12 Nov 2018

Watch on YouTube

Keynote excerpt arguing that decision-making has shifted from top-down (boardrooms) to consumer-driven influence (sidewalks). Companies that prioritize consumers and collect first-party data will outcompete those relying on traditional channels (e.g., retail shelf placement); consumers now disrupt companies rather than the reverse.

The world that many Gen Xers and boomers grew up in is as long as you're golfing buddies with the business decision maker, you can kind of control what happens. It wasn't a consumer generated world. Decisions were made from the top down, from the boardrooms and not the sidewalks. If you were able to go down to Bentonville, Arkansas and get a couple extra inches of shelf space, it didn't matter what your consumers thought, you were going to have a good year. Decisions in the future are not going to be made from the boardroom, they're going to be made from the sidewalks because consumers are the ones that are disrupting companies and the companies that are putting consumers first are the ones that are disrupting the companies that aren't putting consumers first. So these companies are saying, we know that the consumer's in control and the only way that we can actually add value and continue to sell to consumers is by getting first party data. It's no longer based upon me hoping they're going to see my extra shelf space at a major retailer.