Who are transformational consumers? They are the 50 percent of customers who view life as a never-ending series of behavior change projects. They’re constantly looking for products and services to help them get healthier, wealthier and wiser.

In this class, you’ll learn how to:

 

• Identify who transformational consumers are, including their defining characteristics, how they feel and what motivates their actions.
• Make a business case for serving transformational consumers.
• View customers through the lens of transformation rather than demographics, big data and product feedback.
• Figure out which digital features, products and content will reach and engage these consumers.
• Overcome challenges such as poor revenue growth, marketplace threats, underperforming content and customer disengagement by focusing more on transformational consumers.