Insights into Action: How the economy of sharing is changing how shoppers are interacting with brands

With so much time spent in the world of digital media, shoppers are looking for ways to connect with community ...

With so much time spent in the world of digital media, shoppers are looking for ways to connect with community “IRL.” Originating from the millennial generation, there is a desire to share experiences, material goods, and moments in order to connect authentically with your environment and those around you. Companies that contribute to the environment of ‘sharing’ are providing customers with the control over when, where, and how often they want to connect to community; this connection with community contributes to a more emotional relationship with brands. Cultural anthropologist Johanna Faigelman will share how this impacts your shopper marketing business today.