The Emergence of the Super Consumer

Super Consumers will communicate with markets, companies, governments and each other in a very different environment than exists today.

• Voice will drive interactions.

Super consumers will be largely liberated from keyboards, screens, taps and swipes. While text will still have a place, voice will be the predominant means of future interaction among consumers and companies, given that it is a natural and faster communication mode for human beings.

• Machines will augment human decision-making.

Virtual digital assistants will play multiple roles in people’s personal and professional lives as concierges, executive assistants, coaches and the like. Imbued with emotional awareness, these assistants will know their human owners profoundly as individuals and will make decisions on behalf of those they serve.

• Access to technology will be ever-present.

Enabled by an invisible and unobtrusive internet of things, consumers will be surrounded by intelligent physical environments that are sensitive and responsive to their needs and desires. Wherever consumers happen to be, they will have access to the technology required to execute their demands. Disparate environments (homes, cars, stores and work spaces) and operating systems will be bound together in seamless fashion. As consumers criss-cross and inhabit various spaces, these spaces will recognize and interact with them in personalized and contextual ways, sometimes assisted by AR capabilities.