Wikipedia defines consumerization as the reorientation of product and service designs to focus on (and market to) the end user as an individual consumer, vs an earlier era of organization-oriented offerings.  It speaks to growing markets by looking for a completely different category of buyer, who may also be an influencer for the organizational purchase.

Of greater relevance, however, is looking at consumerization from the buyer’s perspective.  Consider:

• “consumerized” members of an association may no longer see membership as a great investment: they may compare membership with alternatives, and decide that something – or anything – is a better use of their funds: impacts membership.
• “consumerized” staff may prefer their own computers (and smartphones) over the “clunky” official tech gear: impacts IT planning, IT security, and brand.
• “consumerized” clients may suddenly look elsewhere for answers to their problems… including Google, LinkedIn groups, and your competitors:  impacts both marketing strategy, and revenue.  (Interestingly, if properly harnessed, feedback from those clients can be an important source of innovation.)
• “consumerized” learners may prefer to learn at a time of their choosing using LinkedIn Learning (formerly Lynda.com), instead of attending your “official” professional development offerings: impacts training strategy (and training providers!)

If the internet (and Amazon) has taught us anything, it is that we are fast approaching a time with almost perfect access, both to information and capability.  It takes merely seconds to find an answer on Google, and mere minutes to set up a server on the Amazon cloud.

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