Frustrated, often angry consumers are manipulating the marketplace through pressure, protest and politics.
Consumers seek real products, benefits, people, communication, and value.
United Airlines seems to have taken this Trend to heart. Its '97 annual report admitted to consumers and shareholders alike that it had a long way to go, and pledged to do better. They went so far as to print angry testimonials from disappointed customers. The tools for Vigilante Consumer action have exploded with the Web. A downsized engineer strikes back.