The disruptive consumer. Powerful, discerning, individualistic, private, and socially conscious, they are making or breaking technology adoption, are indifferent to brands that don’t meet their wants or values, searching for attributes elusive in a digitised world - human authenticity, emotion, and actual physical human contact, and are adopting new values around owning, consumption, and what brands mean to them. CX must unthink, and change to stay relevant in the future.