Description: This project is designed to address the
changes being witnessed in consumer behavior. Driven
by user-generated content and social media, the potential
power of digital technology to disrupt established institutions
and the associated brand equity is undeniable. However,
there are also opportunities to connect directly with our
consumers and shoppers from a research and marketing
perspective. The project is focused on identifying potential
risks and opportunities and establishing guidelines for digital
engagement to ensure that initiatives we drive, as an industry,
do not compromise our reputation and take into account
consumer privacy.