Consumer to business (C2B) refers to the relationship between an individual consumer and a business, where the consumer is the initiator of the transaction. In this model, the consumer has the power to dictate the terms of the transaction, whether it be purchasing a product or service, providing feedback, or even creating content for the business. This shift in power from the traditional business-to-consumer (B2C) model allows for a more personalized and customer-centric approach, where businesses must adapt to the needs and preferences of individual consumers in order to thrive. C2B has become increasingly prevalent in the digital age, with the rise of social media and online platforms giving consumers a voice and a platform to interact with businesses directly. This dynamic relationship between consumers and businesses has revolutionized the way products and services are marketed, sold, and consumed, ultimately leading to a more dynamic and mutually beneficial exchange.