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Surrounded by abundance, the challenge is making consumers care.
The audience for traditional media is fragmenting, making consumers harder and more expensive to reach.
He said one factor was the system's unfamiliar design, which appeared to be making consumers cautious.
Growth could be making consumers richer, so that they buy and use more digital technology.
"This isn't making consumers more dumb, instead it's helping them to think smarter".
It is proceeding even though the economy is showing signs of slowing, making consumers cautious.
That free flow of information, media companies worry, is making consumers accustomed to getting something for nothing.
Until the governments concerned start making consumers pay the market price, appetite for oil is likely to remain strong.
Better insurance coverage for drugs has also contributed to the trend, by making consumers somewhat less sensitive to drug prices.
But the real intent is to look angelic while making consumers feel good about the brand and drawing attention away from the unhealthful nature of the company's products.
The problem is that making consumers watch commercials — or charging them a monthly fee to avoid ads — is an exercise of power that is doomed to fail.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com