Connecting directly with the people who own your products and engaging them throughout the duration of their product ownership is becoming an imperative to brand success. Registria calls this the Ownership Experience, whereby product owners receive more value in their relationship with the brand and the brand earns greater owner loyalty as a result. Since our first trend report in 2016, product owners increasingly want to engage with the brands they own immediately after a purchase. This trend defines the title of this year’s report: The Rise of the Engaged Owner. Our analyses through hundreds of millions of product registration moments surface key trends that validate a transformation required for brands. We reveal who and why consumers are engaging with brands, how they do it today, and their desire to connect during the full lifetime of ownership.