Consumer goods companies are experiencing unprecedented change — change in terms of not only how they connect with suppliers, customers, and consumers but also the technologies they use to affect these interactions. The implications of this change are both broad and deep and will alter the way that these companies do business. Although the industry’s outlook is strong — with business priorities focused on efficiency, productivity, and growth — digitally savvy consumers think differently about the brands they buy. These consumers are looking more to links with lifestyle and fitness than traditionally delivered products. Indeed, the consumer rules the world — he or she is ubiquitously connected, craves individuality/personalization, and is intolerant of complexity and latency. This consumer is a consumer goods company’s worst nightmare and also its greatest opportunity. It seems obvious that companies that figure out how to best engage with these consumers will be the ones that get more than their fair share of growth.