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Mastering Consumer Centricity: The Age of Relevance

Consumer Centricity Academy Module 1: Inspire

In this age of relevance, brands need to have an ongoing finger on the pulse of what consumers think, feel and do. As a result, many brands are investing actively in becoming more ‘consumer-centric’.

Yet consumer centricity, or ‘putting the consumer at the core of your business’, often remains a hollow concept. If only there was a better way to support internal stakeholders to act more consumer-centric within their specific role, organization-wide…

Consumer Centricity Academy: the learning journey

At InSites Consulting, we empower marketing and consumer insight professionals to act more consumer-centric within their specific role, organization-wide. We created a full learning program with four modules: (1) we inspire professionals to act more consumer-centric, (2) we train them to observe consumers via connects, (3) we teach them how to transform consumer observations into insights, and to then (4) activate these insights by translating them into product/ service ideas and concepts, and by changing actual behavior.

In this first in a series of miniblogs around our new Consumer Centricity Academy, we zoom in on the Inspire module.

Module 1: Inspire

This module is about inspiring stakeholders, outlining in-depth why consumer centricity and being insight-led is vital, and how insights can fuel businesses.

The first chapter in this module is the foundation point of our Consumer Centricity Academy. All good stories need a beginning, and ours is rooted in the fact that today’s business and customer conditions are putting brands more and more under pressure.

The Age of Relevance

Why do businesses need to be more insight-led/relevant now than 10 years ago? We are operating in a radically different world – where purpose, personalization, copy/paste and reduced brand loyalty are the norm. The proof? According to a report by McKinsey, the average lifespan of a Standard and Poor’s 500 (S&P 500) company was 61 years in 1958. Today, it is less than 18 years. McKinsey believes that in 2027, 75% of the companies currently in the S&P 500 will have disappeared. I bet that if the same study is repeated after the current corona crisis, the lifespan average will be even shorter.

The Copernican Revolution in the field of astronomy started with Polish astronomer Nicolas Copernicus articulating that the sun is the center of our universe rather than the earth. A similar revolution is happening now, with consumers versus brands.

Models, Madonna and man boobs

In Module 1, we will draw a distinction between brand-centric and consumer-centric, by introducing a model (and examples) that shows why you need to depart from classic brand or product touchpoints and zoom out right through to life needs.

You will discover how Abercrombie & Fitch dropped the ball, what the consumer insight is behind Madonna, and how the CEO of an international lingerie company literally gave all its male employees breasts for a day. Next to that, this module contains optional chapters where we draw on the experience of our industry thought leaders, with topics ranging from branding, CX and innovation to NextGen, sustainability and consumer trends.

Our CEO (and Academy Professor) Kristof de Wulf explains more about the treats in store for you in our Module 1 Classroom:

This blogpost is part of a miniseries on the 4 modules of our Consumer Centricity Academy.
Check out
Parts 2 – Observe, 3 – Insights and 4 – Activate.

Ready to start your learning journey?
Visit our Consumer Centricity Academy!

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