Learning For Business: Consumer Goods

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Closer to Brands

As well as product quality, 21st century consumers are sensitive to the values brands convey. They want to buy things to be meaningful, as they’re aware that it can be a way of changing society. They turn more and more towards responsible buying, and favor a green, collaborative, social, caring economy. They seek a sense of closeness to brands that is not so much geographical as “philosophical”.

A New Kind of “Contract” with Consumers

At a time when modes of consumption are dictated by informed, determined buyers who have taken back control over brands, consumer goods manufacturers have to change and adapt, making their approach more holistic. The challenge they face is to invent a new kind of “contract” with consumers, and to constantly enrich the customer experience. More than ever before, training plays a key role in helping industry employees cope with these major changes: helping them understand the concept of closeness to customers since the advent of digital technology, developing new professional activities that have emerged, adopting agile, responsive and collaborative behaviors, and focusing on core brand values while at the same time fostering personal development for staff members.


This guide discusses all these challenges and explains the most effective ways to respond to them.