This article is part of the September 2021 Spotlight US series, "How consumers are wrestling with 2021's uncertainties." Read more
Pandemic lockdowns, with the impact they had on US consumer routines, needs, path-to-purchase and brand loyalty, have frequently been cited as accelerating changes that were already underway. While there have been clear winners and losers during the COVID-19 pandemic, no brands benefitted more from this than challenger brands.
Disruptive by nature, these brands thrive in an unsettled environment. Why? It’s in their DNA to super-serve their customers and quickly adapt to changing competitive forces. So, what...