The retail world has shifted as a result of new informed consumer expectations. How can businesses and brands stay relevant and necessary in a world where buyers don't have to believe what they're told?

During PSFK‘s research for our Future of Retail Report, we began to notice that consumers are starting to buy in different ways and that their expectations of the retail market have begun to change–therefore the marketing ethos must change as well. The way that brands represent their products has to now reflect their values, and those values have to be positive, sustainable, transparent ones. The increase in mobile technology has created hyper-connected and informed consumers who now have access to a slew of online recommendations and consumer reviews–both negative and positive–right at their fingertips. They no longer have to take the word of the manufacturer or marketer about how great a product really is.

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