Customer empowerment, also known as empowering consumers, is an emerging concept that has gained momentum with the advent of the internet and social media, giving consumers more power over brands. This rise in consumer power, influenced by digital technology, is primarily reflected in several key elements: easier access to pricing information through various online tools and services, increased knowledge of complex products, and the power to recommend and criticize through review platforms. The aspects of customer empowerment to consider vary depending on the industry. In sectors with complex offerings, sellers face often highly informed consumers who have invested time in researching and comparing products. This challenge is also present in the field of customer service. However, it’s important to note that customer empowerment is relative, as it sometimes requires a level of expertise from the consumer to access information that is otherwise readily available. It can also be counterbalanced by the increasing exposure of consumers to tracking and targeting. Furthermore, the concept of customer empowerment has been enriched and broadened by the rise of the consumer as an active participant. A striking example of this new power is the impact of consumers on brands, as evidenced by the case of certain food brands forced to revise their formulas in response to feedback from users of the Yuka app. This remarkably illustrates the disruptive and creative potential of dissatisfied consumers.