THE INTENTIONAL CONSUMER EMERGES: MORE DISCERNING, MORE DEMANDING, MORE DIGITAL
The recent enthusiastic consumer spending in several markets has been a boon for many companies strapped for cash during the pandemic and has given others a much-needed growth runway. And despite the short-term operational challenges, this holiday season is expected to be a blockbuster one.
These spurts of spending have offered hope that a consumer-led recovery is well underway in many of the world’s economies. There are, however, subtle but significant patterns of change between this consumer and the one who went into lockdown in early 2020. According to AlixPartners research, 44% of consumers around the globe say their buying habits, motivations, and patterns have changed forever. The intentional consumer does not necessarily spend less – but is much more deliberate about how and where to spend.