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After decades of living and breathing the consumption society, consumers are experienced and opinionated to a degree that should scare the *&^% out of every business professional. We actually dubbed this mass-phenomenon “GENERATION R”: R for Revenge, if you, as a company, choose not to listen to your customers. GENERATION R has the means to fight back, from websites like planetfeedback.com to their own blogs and viral videos, potentially reaching global audiences in a heartbeat. In fact, expect the GENERATION R eco-system to evolve rapidly, with clever entrepreneurs becoming information brokers between hapless organizations and right-here, right-now customers.

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