America’s Next Commercial Revolution: From Affluence to Influence

America’s retail and consumer landscape is being dramatically transformed by a set of dynamic tensions emerging as two radically different principles of commercial and social organization collide. Affluence, the traditional approach to growing markets and establishing social status — based on mass production, distribution and media models — is being successfully challenged by influence, the ability to instantly move markets through the amplification and reach of an individual voice or a community of voices.

This shift is the cornerstone of America’s Next Commercial Revolution: Influence vs. Affluence, A.T. Kearney’s study of the newest U.S. consumers, their changing attitudes, and the likely impact they will have on all consumer-facing industries. The study is part of A.T. Kearney’s ongoing Consumers@250 research, which seeks to describe what American consumers and the businesses serving them will look like in 2026, when the nation celebrates its 250th birthday.

To continue reading, tell us a little about yourself.

Don't worry! As long as you use the same browser and don't delete your cookies for the next six months, you won’t need to fill it out again.

Work Email*
First Name*
Last Name*
Title*
Company*
Zip/Postal Code*
Primary Business*
Annual Revenue*
Job Function*
Privacy Policy