In 2012, Gérard Mermet introduced a concept encouraging companies to truly place consumers at the heart of their concerns and, by extension, their offerings. This recommendation stems from his observation that brands have not evolved as quickly as individuals. Indeed, they have not always fully grasped the paradigm shifts in modern consumer society, such as evolving consumer expectations, the transition from ownership to usage, the growing importance of environmental considerations, the significance of local sourcing, price transparency and justification, local exchange systems, the impact of social media, and corporate social responsibility.

Therefore, it is crucial for brands to reconnect with consumers to avoid being overtaken by private label brands, among others. This renewed connection with consumers must be re-established to maintain their relevance. This concept of “consumer brand” echoes the ideas put forward by Tom Bernardin and Mark Tutssel of the Leo Burnett agency, presented in their book “Humanking” published in 2010.