Faith Popcorn: 'Vigilante Consumerism' Emerges

Vigilante Consumers

She says that the consumers of tomorrow will be "vigilantes" -- angry and unwilling to buy from "evil" companies. They will be taking an active role in government, and will also want input into the design of products they purchase, as well as communication regarding those products. Plus, they'll band together to share their views, making greater use of the Internet.

They'll be engaged in their purchasing decisions, caring about the entire company, not just the product. And they'll "pull back the corporate veil" when making buying decisions.

Companies that succeed in this environment will need to be "empathetic in their marketing, feel the pain of the consumer, and do more than lower price to get their attention," she says. "The successful company will help them live, give them advice."

The Impact on Wall Street

Popcorn accuses Wall Street and big business of suffering from tunnel vision: "Wall Street is going along trying not to notice that the citizen/consumer is also stockholder. ... These citizens see Wall Street as a separatist, elitist, distant group of men not interested in the country's future."

The other trend, says Popcorn, is icon-toppling. "Citizens of the future won't trust any institutions, organizations, hospitals -- anything large, and that definitely includes the Fortune 500."

And she adds: "CEOs are in an unusually vulnerable situation. They are a new vilified group."

Popcorn is serious about this new face of America, and its impact on all levels of society -- but especially on business. "This is just starting. This is the start of a new era that will play out over the next five years -- it will hit everybody in every possible way. ... It's not only about money; it's about reorganizing your social DNA."

Very bullish for Dunkin' Donuts, I'd say. And that's The Savage Truth.