Humans first. Consumers next.
Our recent survey of over 10,000 consumers across 16 countries reveals that some consumers are showing resilience—adapting to living with uncertainty on their own terms.
Understanding resilient consumers requires moving beyond traditional segmentation strategies that put consumers into neat, little boxes—category by category, brand by brand and occasion by occasion.
Instead, companies should embrace life centricity. This means seeing consumers as multi-dimensional humans whose beliefs and choices reflect the complex and colorful tapestry of their lives. And creating an organization that can move at the speed of life.
Once companies understand the different and even divergent ways that consumers are reacting to volatility with resilience, it gets easier to make sense of the seemingly conflicting signals they’re sending—and to meet their needs.
expect the coming years to be a struggle
are more cautious about the decisions they make these days
say that challenges in recent years have created opportunities for them
are trying new experiences or adopting new habits to improve their lives
What’s behind the pockets of consumer resilience that we are seeing?
Our analysis uncovered a new way to look at segmentation, which can help companies understand consumers as real people. We discovered four consumer mindsets based on the positivity of their outlook on the future and how much they are taking control of their lives amid uncertainty.
These consumer mindsets surface how people are living (and spending) with their values. This view reveals three surprising consumer trends—and how nuanced they are across the types of consumer resilience.
Identifying pockets of resilience and acting on them with relevant offerings that drive growth requires different ways of thinking and working. Here are the fundamentals for getting started..