Access & Involvement

Consumer creativity is on the rise, as individuals want active involvement in, and the chance to make their mark on, their community and on the goods they consume.


Consumers want to express their identities through product choices

Renewed interest in age-old traditions and crafts

Involvement in brand and product creation is restricted to creating a new flavour or a personalised label


Companies leverage consumers’ thirst for connection and involve them at all stages of a product’s lifecycle

Immersive involvement, virtual or physical, is the ultimate way to learn about process; tech breathes new life and meaning into traditional crafts and the arts

Crowdsourcing becomes fundamental to innovation

How is this manifesting?
Through the eyes of our StreetScapers…

“Food and drink are some of the first sectors to really bring the average consumer into the creation process. Some of the best places to eat and drink include ‘build it yourself’ aspects.”

Stefano, Chile

“DEWALT, leader in the professional power tool sector, recently revealed that it has saved close to $6 million in research costs since launching its open insight community. This is a great example of the kind of collaboration we’re seeing.”

Vincent, USA

4 in 10 millennials globally are actively seeking opportunities to co-create products with companies.

Whisky company lets consumers blend their own scotch through DIY kit or the online portal

Different degrees of online and offline personalisation available, to suit all consumers.

Google creates new medium for artists to paint in, bringing about renewed interest in fine art

Tilt brush lets consumers paint in 3D space with virtual reality. A room becomes a canvas and imagination a colour palette, and users can walk around their art creations.