The passive consumer

In the traditional economic ecosystem most of the time consumers are passive. It takes them an effort to compare products and make educated choices. Sophisticated marketing and advertisement techniques entice them to buy. The only consumer’s power is to open the purse or not.
In the digital ecosystem any consumer holds the influencing power providing he/she knows it is there to take and is willing to exercise it. Many do not take the time to rate an app, star a service, leverage options to make his/her voice heard. Further more consumers can regroup extremely quickly on a large scale. You create a FB page, a hashtag and the ball is rolling.
Yet all passive consumers happily click on cookies and tacitly agree to give goldmine of personal information, generously feeding analytics and algorithm that will in turn push selected goods, services and information their way.