1.0BRICS Business Magazine - ENhttps://bricsmagazine.com/entjilavianhttps://bricsmagazine.com/en/author/tjilavian/The Empowered Consumer - BRICS Business Magazine - ENrich600338<blockquote class="wp-embedded-content" data-secret="BSxVQJWP8a"><a href="https://bricsmagazine.com/en/analytics/research/the-empowered-consumer/">The Empowered Consumer</a></blockquote><iframe sandbox="allow-scripts" security="restricted" src="https://bricsmagazine.com/en/analytics/research/the-empowered-consumer/embed/#?secret=BSxVQJWP8a" width="600" height="338" title="«The Empowered Consumer» — BRICS Business Magazine - EN" data-secret="BSxVQJWP8a" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" class="wp-embedded-content"></iframe><script>
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http://bricsmagazine.com/en/wp-content/uploads/sites/2/2025/05/brand.jpg707466The story of a consumer who drives value is as old as the world and might not come as a surprise. However, so far, the companies were mainly in control of how consumers can shape their strategies by deciding on the offer's design and components proposing to take it or leave it offers to target audiences. Based on the recent evidence from the retail payments market, we argue that new business models, consumer empowerment, and increased personalization that intended to create and capture more value by companies backfired by giving more control to the consumers. The latter ones are now becoming the notable orchestrators of value distribution. The consumers and their decisions are now directly taken into account when it comes to managerial strategic choices even in the industries where the consumer is less involved in the co-creation of products and value.