A new article “The New Consumer Decision Journey” by McKinsey & Company challenges companies to consider a new consumer decision journey. After years of consumers feeling empowered to do their own research, make educated decisions, reach out to their personal networks for recommendations, and even publicly air their grievances with brands, some advertisers are fighting back. Smart brands are taking steps to get to understand how and why consumers buy, and how likely they are to buy again.

Read the article here and view the new consumer decision journey.