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The blue dot consumerUnderstanding the Modern New Consumer

The blue dot consumer:Understanding the Modern New Consumer

Every company and industry is resourcing for disruption, bending rules, breaking moulds and challenging norms. Preparing for change is difficult as by its very nature, change can be uncertain – that’s why they call it DISRUPTION and not PREDICTIVE CHANGE.

The millennials were the warm up act, the generation that drove the switch from analog to everyday digital.  Generation Z are now the main event, the tipping point of the first truly digital generation of consumers. Together, these two demographics have fundamentally reset consumer values for every business and brand globally.

Understanding the values of the new consumer safeguards us against fading in relevance. Reflecting these values back at the modern consumer ensures our success. The Blue Dot Consumer is all about placing the customer at the heart of the business, of the customer journey and of the brand experience.

This speech challenges any business to look at their future through the lens of their future consumer. We look at the social, cultural and cyber behavioural forces pressing on humanity, and how changes in consumer expectations have forever changed the game. Today’s consumer expects a frictionless and seamless experience at every touch-point, has little tolerance for failure but will become a tribal brand fan if you get it right.

Disruption is a positive force if you harness what is happening around you but an amazingly destructive one if you ignore the changing nature of consumer values.

3 key learnings from this talk


Authenticity. The New Consumer only seems to be interested in brands that are ‘real’. We need to go above and beyond what they expect to truly delight them. We need to focus on the human connection, to touch their heart and connect with them in a real way.


Don’t communicate > Converse. We do not need to communicate. We need to converse. The consumer is now a collaborator. This generation has grown up inside the peer-to-peer economy. You don’t own your brand, they do. Learn to collaborate


Expect the best. It needs to work first time, every time. This is a generation that has been reared on Instant, Their ‘One Click World’ informs their expectations regarding every brand and business interaction. We need to learn to deliver above expectations as a default.

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A brilliantly insightful and humorous talk as always

Nobody knows consumers better than @KenHughesIE

One of the greatest perspectives on current and future #marketing, @KenHughesIE

I attended Ken Hughes’ lecture and now I feel like a groupie. Literally bringing all his blog posts… you should too.

Fantastic talk by @KenHughesIE today! Lots to think about and lots of ideas down on paper…Thank you!


Brian Kuz Red Bull


Ken’s true talent is the tailoring of his content to our audiences.  We have invited him to speak at several different Red Bull events, and his content is always uniquely tailored to that audience and event theme and ‘on the money’ with our hot topics. He challenges each of us to think outside of the box, and is both an educational and inspirational presenter. His keynotes not only posed some tough questions about the future shape of our industry but he also linked this to the emerging consumer forces evident today. He is as entertaining,  and engaging as he is challenging and not to be missed


Ken’s speech at our Sales Leaders Summit really engaged and challenged our members; who are senior Sales Directors across a wide variety of sectors. Ken managed to deliver a presentation that was extremely relevant to our members, his energetic presenting style left everyone feeling equally entertained and eager to adopt the learnings which ably supported our theme of “Disruption, Innovation, Acceleration”


Ken’s presentation on the Blue dot consumer Consumer and their expectations made delegates laugh and cry and laugh again. His easy story-telling style meant that delegates were not only engaged throughout but also left with some real thought-provoking content. I would not hesitate to work with Ken again.


"The most disruptive force today are the consumers themselves"

- Ken Hughes -