A future of opportunity: Four predictions of evolutionary change in consumers

Kantar’s Irene Joshy outlines the key anchors that will drive consumer behaviour through this current pandemic period and into the future.

Why it matters

The impact of the pandemic on the economy and world as we know it will not be a complete metamorphosis, but rather an evolutionary change. Brands will need to understand a new matrix of motivations and try to pre-empt consumer needs.

Takeaways

  • Marketers need to re-align themselves with the new identity of their consumers by being a lot more focused and shedding the classic greed of being ‘something for everyone’.
  • Brands need to understand the different dimensions of security and access – what do consumers seek today and what do they desire in the future?
  • Sense check...

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Insights Team
Bray Leino

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