Brands have been encouraged to put consumers at the heart of what they do – as consumers are more empowered than ever before.

According to Roisin Donnelly, Brand Director for P&G in northern Europe, the balance of power has fundamentally shifted in recent decades.

Indeed, she stated that while suppliers ruled the roost in the 70s and 80s, retailers came to prominence in the 90s and 2000s. However, she believes today is the “age of the consumer” as they have unprecedented choice, greater access to information and the ability to make their voice widely heard.

Ms Donnelly said this has led to consumers becoming more demanding – a trend which is happening at a time when trust in brands and institutions is waning.

However, she stressed that marketing still has “incredible power to reach consumers and win their hearts and minds.”

As a result, she believes organisations must make a point of fully understanding their customers’ drives and motivations.

“In this new, changing world, the secret to success remains the same – deeply understanding the consumer better than anyone else, designing everything you do for them better than anyone else and delighting them at every point they encounter your brand, product or business better than anyone else,” Ms Donnelly commented.

She added that a growing number of brands have been embracing the power of marketing for good over the last year, with inspiring campaigns that boost their organisations, build consumer trust and loyalty and make a positive difference in society.

Marketers’ predictions 2016: P&G’s Roisin Donnelly on celebrating empowered consumers¬†Marketing¬†