"The 'internet' and social media are giving more and more power to the consumer in terms of the way they interact with brands and also what their perception of 'brands' is.
It is becoming vital for companies, products and services to engage in open and honest dialogue with clients, both externally and internally, through as many channels as possible.
The ability to think, work and play in multiple channels is key to future success, no matter what size the operation is. I believe that it is essential to have a presence online, and the more dialogue, good AND bad, that is happening between clients and products the better.
When the consumer takes control, brands that are not honest and open about their operations will suffer and those that are open and honest will be given a little more freedom to get things right.
The time of the consumer has come, and it is essential that brands now become accountable for their output, brands must now be the 'eco warriors' as the consumers from new markets wake up."
