# Keynote Case Study: Consumer Goods Technology: The Next Consumer Is Mobile, Social And Location-Aware.
By 

## Article Content
At the Consumer Goods Technology Leadership Conference in Orlando, I challenged senior CPG executives, including leaders from Kimberly-Clark, PepsiCo and Del Monte, to think big about innovation, growth and the fast changing relationship between brands, technology and consumers. The keynote, “What Do World Class Innovators Do That Others Don’t Do,” made the argument plainly. The next consumer is mobile, social and location aware. Consumer brands were confronting changing customers, faster product cycles and digital disruption, all at once. Six trends are shaping that shift. Mobile Commerce. Purchasing and brand interaction are moving into the smartphone, anytime, anywhere, frictionless. Social Influence. Social networks are shaping demand, accelerating trends and amplifying brand perception like never before. Location Intelligence. Proximity and context are driving marketing and retail, turning physical and digital places into personalized opportunities. Rapid Reinvention. Product cycles are faster, and constant experimentation is now the norm for staying relevant and competitive. Customer-Led Innovation. World class innovators are solving problems before customers even ask, turning consumer insights into breakthrough products and experiences. Data-Driven Operations. Supply chain and consumer insight are becoming strategic assets, unlocking efficiency, resilience and new growth opportunities. The future of consumer goods is connected, contextual, customer led and fast. Consumer brands are one of the clearest examples of an industry being rebuilt around the customer’s phone. You can browse more of that work in the case studies collection here.

---
Source: https://jimcarroll.com/2026/09/consumer-goods-technology-the-next-consumer-is-mobile-social-and-location-aware/