Methods of engaging consumers in adopting more sustainable behaviors in purchasing products and services will no longer be just be about marketing and communicating. Rather, customer engagement will be about connecting and socializing with a larger and enlightened group of consumers. Consumers now have the power of information at their fingertips, enabling them to comparison-shop and purchase a wide range of goods and services anytime, anywhere. Also, this trend is likely to accelerate, as mobile communication is expected to play an ever-larger transformative role in the future, as it provides independent access to information and increasing opportunities for mobile commerce.

"Trust will remain a key issue with consumers, who will continue to trust peer recommendations over company information. Additionally, the sense of customer loyalty that existed in previous generations will be more short-term and increasingly influenced by social networks", Divekar added.

Question: What has been the role of influencers and opinion leaders? How are consumers seeking information about the products?