Digital Natives Demand a Retail Revolution

Brands must adapt as digital natives push for products and companies that are shaped by digital engagement.

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A fascinating case of Darwinian economic competition is occurring before our eyes. Legacy consumer-packaged goods brands and retail giants, like Gillette and Sunglass Hut, are being challenged head-on by fast-growing brand-retailer hybrids appealing to digital natives that expect to be engaged in a digital dialogue before and after purchase.

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