Consumers who realize they can’t control the world anymore turn to self-sufficiency to master the parts of life they can control.
They blame their overly dependent, constrained lives for weakening their resilience and diminishing their self-confidence, in turn fueling a deep desire for self determination. They’re drawn to brands that enable self-sufficiency—brands that are confident enough to let consumers roam among other brands while compelling them to return time and again.
The Opportunity: Self-Sufficiency Ecosystems
Enabler Brands tap into consumers’ most vulnerable selves and release their untapped potential. They enable pragmatic solutions that are within anyone’s reach and encourage consumers to step out and apply this new mastery to co-create experiences that restore a feeling of control.
Success derives from a clear understanding that in an uncontrollable world, consumers long for the practical wisdom that makes them feel prepared and in control. Dominant brands build loyalty when they are bold enough to let go of exclusivity and instead collaborate in forming consumer-enabling ecosystems.
The next decade of consumer loyalty will be dominated by brands that enable consumers to feel independent—brands that are always there to care, connect, and be that stabilizing force in an ever-changing world.
