Wildlife gone wild

Remember the “bear” who terrorised innocent Black Friday shoppers? As the meme would have us believe, a man in a bear suit went on a mission to destroy the tents of shoppers awaiting store opening. Fortunately, this story was debunked, but this will always be my favourite. My personal hope is that Black Friday continues being an inspiration for myriad memes and silly stories.

Ah, yes! Flat-screen TVs…the stuff of Black Friday Legends

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In recent weeks, painters, photographers and other artists have fled Instagram to prevent parent company Meta from using their art to train AI models. Artists and illustrators in the US are using the hashtag #artbyhumans as a silent protest and rallying cry against the proliferation of AI-generated images and art. But do consumers really favour human creations over those generated by AI?

‘Human-as-premium’

According to Mintel’s 2024 global consumer trends report, the answer is yes. Consumers do prefer the human factor. A new ‘human-as-premium’ trend is emerging, giving greater influence to artisans who exemplify the human creative spirit. 

‘Human-as-premium’ emphasises the value of human interaction and expertise in an automated and digital world. It suggests that while technology can manage many tasks, the unique capabilities of humans—empathy, creativity and complex problem-solving—remain essential and valuable. 

In business, this concept implies premium customer experiences and services are enhanced by genuine human engagement, which can differentiate brands and build deeper customer relationships. This approach is particularly relevant in industries where trust and personalised service are critical.

The past year has seen accelerated advancement of AI, with each innovation making life and work more efficient. Technology automates mundane tasks, freeing up consumer’s time to pursue more meaningful activities. Unlike past technologies that existed as tools, today’s rapidly advancing AI-powered technologies are on track to outpace human output. While consumers and businesses learn to balance the use of this emerging technology, consumers will appreciate what makes humans so unique—emotions, empathy, creative ideas and the desire to connect with fellow human beings. 

To strike a balance between progress and preservation, brands and consumers will seek out uniquely human elements as a contrast to faceless algorithms. According to the Mintel study, 47% of UK consumers concerned about AI are specifically worried about interacting with AI more than people (in areas such as customer service and emergency response).

Consumers will need to adjust and learn to make technology more applicable to them, sparking new discussions and innovations around how to blend the digital and the physical.

Balancing technology and tradition

The study found that 65% of Singaporean consumers are concerned people will lose touch with reality by spending too much time in the metaverse. 58% of US consumers say communicating with an actual person is critical to a good sales or customer service experience.

As emerging technologies become more intuitive, consumers will embrace them and seamlessly incorporate them into their lives. But many people may grow fatigued from technology and nostalgic for the way things were. 

As the collective memory of a pre-tech world grows distant, this sentiment will appeal even to younger generations that only know a digitised world. From this, services will emerge that teach human skills like self-expression and focus on connecting with fellow humans. There will be a strong need for guidance and reminders of humanity as consumers seek the empathy and service unique to humans. While tech itself can boost efficiency, brands will need to invest in people and communities to nurture customer relationships.

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AI Collaboration in Design

Design professionals are increasingly partnering with generative AI, boosting both their creative exploration and efficiency.

The swift advancement of generative AI technologies is reshaping the creation and development of digital products, simultaneously making it easier for individuals to produce content by reducing entry barriers. Studies show that incorporating generative AI tools into designers’ workflows can heighten their efficiency.

Thanks to no-code/low-code AI solutions, designers can now dedicate more of their efforts to the creative aspects of their roles, rather than the technical coding elements, as AI improves process management. Hence, organizations will have to reconsider their procedures and policies to accommodate a new breed of professionals — those who are adept at using these tools and inclined towards innovative approaches.

AI Assistants in Consumer Tasks

AI technologies are aiding consumers with tasks they prefer to avoid.

For instance, realtors have started enabling users to visualize and find their dream homes through search engines. Users articulate their ideal home characteristics, and are presented with a corresponding image and available listings that visually match the description.

Similarly, in the travel industry, new trip planning tools are introduced to assist users in holiday planning. AI is also being used in personal shopping and life coaching. Additionally, there’s a growing trend of AI assistance in workplaces for routine tasks. Companies have used AI for content creation and even integration of AI across their business operations.

Thrift-Adult Trend

Consumers are adopting a novel approach to office wear, combining thrifted attire with crafted customization.

This trend transforms traditional office dressing, merging personal style with professional identity for a unique, playful twist on workwear. The key to this look is blending thrifted items with new purchases through eclectic DIY styling and craft-led customization. Thrifters creatively use their new purchases to achieve this fashion-forward vision, ensuring each item is versatile enough for both professional meetings and social gatherings.

This style embodies nonconformity and inclusivity, typical of Gen Z, featuring gender-inclusive elements. The foundation of thrift finds includes blazers, pinstripes, ties, and ’80s shoulder pads, while modern, high-fashion tailoring brings a contemporary edge to city dressing for a new generation.

Apricot Crush Color

A warm, restorative color is appealing to those seeking mental and physical nourishment.

In line with the growing emphasis on holistic lifestyles, Apricot Crush resonates with consumers dealing with a range of emotions and concerns about the future. It is a vibrant, vitamin-inspired shade that promotes a comprehensive approach to health and wellbeing. It evokes the antioxidant benefits of apricots and oranges, as well as the beauty of nature.

As a prominent and solid shade in activewear, especially for recovery and warm-down garments, Apricot Crush will continue to be significant as a psychological mood enhancer, fostering hope and positivity during uncertain times.

Auto-tainment Concept

In the near future, transportation time will become leisure time, with cars serving as spaces for work, rest, and entertainment.

Features like retractable desks, adaptable in-car layouts with lounge-like seating, and high-quality materials will become more common, alongside sensory exploration to relax, restore, and enhance immersive experiences in gaming and entertainment. Advanced technology and smart assistants will transform cars into mobile living spaces.

Plant Milking in Sustainable Beauty

A revolutionary method takes off in sustainable beauty involving alternative ingredient sourcing. Plant milking, an environmentally friendly and non-destructive technique, uses aeroponic cultivation and extracts active ingredients from plant roots. 

This method maximizes yield while minimizing land and water use. Plants can be ‘milked’ multiple times a year, and the process is fully traceable, allowing beauty consumers to track their product’s journey from root to routine.

Third-Culture Cuisine

Diverse culinary heritages are blended with new hybrid cuisines. ‘Third-culture cuisine’ is the food of people raised outside of their parents’ cultures. Some early examples include Japanese-South African food or Japanese-Italian cocktails.

Globalization is fostering a generation of third-culture chefs, whose cuisine combines their inherited culinary traditions with the food cultures of their upbringing or current environment. By 2024, these unique cuisines will be recognized as distinct genres, inspiring new packaged goods and dishes.

Social Learning Spaces

New educational spaces blend collective experiences with learning opportunities. They may replace traditional campuses or offices in an increasingly remote world, focusing on individual passions and curiosities. Some emphasize accessibility and learning for pleasure, while others provide a university-like setting for postgraduates, fostering study groups and discussion classes.

In Asian cities, the expansion of bookstore-cafes represents a growing interest in social learning experiences, with studies indicating their importance as recreational settings for Chinese youth.

Multi-Species Home Concept

Consumers are adapting living spaces to meet the needs of various species, including pets and plants.

Homes accommodating all species, from household plants to pets, represent an emerging nontraditional family concept. Multi-species homes are relevant across generations, with Boomers and Gen Xers adopting pets and Millennials and Gen Z viewing their pets and plants as family members.

Also, pet-centric interiors are becoming more established, with features like dog dining rooms, catios, and pet showers designed for both aesthetics and practicality.

Backyard Beauty Trend

Soil preservation is becoming a key element in sustainable beauty.

Sustainable beauty brands are emphasizing soil care, akin to skin care, with circular systems and regenerative farming. Soil and insects are becoming important sources of beauty ingredients, offering skin-beneficial actives. Packaging will also evolve, with compostable materials that release beneficial elements like nitrogen and potassium.

Curtains as a Home Trend

Curtains are getting renewed interest for both aesthetic and functional purposes. Once seen as old-fashioned, they are becoming more and more popular for their insulating properties and ability to enhance aesthetics and energy efficiency. Innovative materials protect against extreme temperatures and can even purify the air. Curtains also help define spaces, capturing natural daylight and extending it, with some designs even glowing at night.

Biodegradable Denim

With over 2 billion pairs of jeans produced globally each year, innovative solutions are needed to manage apparel waste. Developing new fibers will reduce jeans waste.

Retailers introduce innovations such as jeans with a coating that allows the garment to biodegrade almost entirely in nature within less than a year. Another example is a biodegradable stretch denim using plant-based technology or completely compostable jeans.

Meals as Drinks

There’s a noticeable shift towards umami-flavored beverages over sweet, sugary cocktails. Mixologists are experimenting with flavors like bitterness, spice, and salinity, creating drinks with umami-rich profiles based on classic meal flavors. Examples include new cocktail names like Double Chicken Please, Cold Pizza, Nasi Goreng, and Thai Beef Salad.

Source: https://www.wgsn.com/insight/p/article/658fc24a8bd05fada7578390

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The Customer Connection Conundrum

Essential reductions within companies have led to a decreased focus on customer-centricity, a change that consumers are starting to notice. Historically, businesses have prioritized customer needs in every decision, understanding the link between positive customer experiences and revenue growth. However, current economic pressures are necessitating compromises that are affecting customer spending. Brands now face the challenge of maintaining their place in consumers’ purchasing choices over the long term without burdening them with increased costs.

In an effort to safeguard profits amidst economic difficulties, companies are making hard choices, leading to a deterioration in customer experiences. This includes reductions in product quality or size, a drop in service standards, shortcomings in customer support, and the introduction of unwelcome subscriptions. These changes give the impression that brands are subtly backing away from their commitments. The heart of this issue is a perception problem: actions taken by companies for survival are sometimes perceived by customers as greed.

Both brands and consumers are faced with the need to cut costs. If brands persist in this direction, customer frustration will likely increase, negatively impacting long-term success. Customer loyalty is compromised in financially tight situations, with price and value becoming key factors in purchasing decisions. An emerging risk is the concept of “liquid suspicions,” where disappointment with one brand can lead to distrust in others.

Efficiency measures that result in losing customers are counterproductive. Prioritizing customer experience is essential for growth and should be a collective focus across service, marketing, and design departments. Future strategies should aim to eliminate factors that cause customer dissatisfaction, invest in brand value, and achieve a new equilibrium. For instance, up to 47% of customers feel less valued when they encounter problems in reaching or receiving support from customer service representatives.

AI’s Personal Touch

Generative AI is transforming the way people interact with the internet, shifting from a mere transactional platform to a more personalized and engaging space. This technology is enhancing digital experiences in areas such as information gathering, communication, and shopping. AI facilitates interactive dialogues, enabling users to articulate their needs more effectively, moving from basic requests to more specific desires. 

Mike Chai

Users are expected to feel a greater sense of being understood, making it simpler to locate online products, services, and experiences that are most relevant to them. About 39% of individuals between 18 and 34 years old are enthusiastic about receiving conversational responses rather than standard internet search results. Additionally, 42% feel comfortable using conversational AI for product recommendations.

The adaptable capabilities of this technology offer businesses a remarkable chance to craft brand representations that are more human-like and relatable, fostering significant customer relationships. Brands now need to redefine the virtual persona of their company, deciding on its sound, appearance, and personality traits, tapping into the brand’s essence.

Creative Crossroads

Creativity, traditionally focused on engaging the audience, is increasingly becoming reliant on navigating the technological landscape. The primary goal of creativity was to elicit emotional responses through imaginative expression and human touch. However, the increasing role of algorithms and technology as intermediaries between the creator and the audience risks leaving creative works unnoticed and can sometimes negatively affect the final product. This raises the question: are we on the brink of a cultural standstill? Both entertainment and brand content appear to be losing their freshness, emphasizing the need for genuine innovation.

In challenging economic times, innovation budgets are often among the first to be reduced, despite the fact that originality fuels excitement and emotional engagement, setting brands apart in the market. While it may seem sensible to stick with proven methods, embracing boldness can be advantageous.

Consumers often express frustration with the repetitive nature of content, noting an overreliance on dull and unimaginative remakes and series. They also tend to find little distinction in app designs across different brands, with this perception being even more prevalent among those aged 18 to 24.

Pexels

The issue of mediocrity in creativity could intensify with the growing influence of generative AI in the creative process. Those who are perceptive will recognize the opportunity to stand out in a landscape dominated by familiarity by investing in creative talent and original ideas.

Companies should strategize for differentiation by allocating a budget for innovation, embracing risk by incorporating novelty, involving skilled creatives in the utilization of generative AI, and focusing on relevant metrics that support creative risk-taking.

Tech Tipping Point

Technology increasingly seems to be something that affects people rather than being a tool for their benefit. This shift raises the question of whether individuals are beginning to reclaim control over technology’s role in their daily lives. The interaction between people and technology is at a pivotal point, often feeling intrusive and not always contributing positively to well-being.

Digital technologies frequently compete for attention, even in simple activities like watching a movie, which creates barriers to achieving goals. The introduction of each new technology or platform forces people to evaluate its worth, often feeling overwhelmed by the rapid pace of change and its implications.

Many consumers claim that technology has made their lives as complex as it has simplified them. Moreover, some also believe that it is more crucial than ever to critically assess their use of technology. As technological advancements continue at a relentless pace, people must figure out how to shape a future that prioritizes their well-being and that of the planet. 

Companies must address the growing frustration and exhaustion. They need to be mindful of how their technological offerings integrate into people’s lives, considering the time and new skills that they demand. Brands that provide more options in technology usage, allowing people to choose how they engage with it, will emerge as trusted allies, helping customers regain much-needed control over technology.

Google DeepMind

Redefining Life’s Journey

Conventional trajectories of life are undergoing significant changes due to emerging constraints, needs, and possibilities, leading to a notable shift in demographic patterns. The traditional journey to success, once defined by milestones such as education, career progression, marriage, homeownership, family, and retirement, is now being questioned due to evolving opportunities and challenges. This shift towards a more adaptable view of life is disrupting established demographic norms.

Previously, life’s blueprint was established in a different era, with less advanced technology and science, distinct gender roles, lifetime employment, and single incomes supporting average families. While progress has brought positive changes in inclusion, equality, medical advancements, and diverse opportunities, increased living costs and changing values are prompting people to reassess their priorities.

Consumers indicate that the pandemic and subsequent events have led them to reconsider their life decisions. Additionally, many now plan less than a year ahead, or not at all.

Traditional assumptions about age, gender, socio-economic status, or career stage are becoming less relevant for brands. New mindsets are forming, demanding a fresh approach to products and services. A focus on life-centered experiences allows brands to create offerings that challenge conventional norms. Businesses should be agile in adapting to these changes, seizing opportunities to support individuals in their unique life journeys.

Report: https://www.accenture.com/content/dam/accenture/final/accenture-com/document-2/Accenture-Life-Trends-2024-Report.pdf

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In the report, GWI revealed a notable consumer trend termed “Social boomers,” emphasizing the growing engagement of older consumers, particularly baby boomers, with social media and e-commerce platforms. This demographic has seen a significant 57% increase in TikTok usage since the second quarter of 2021, and they are more likely than Gen Z to make online purchases weekly.

Traditionally, brands focused on younger demographics like millennials and Gen Z, often neglecting the older consumer base. However, baby boomers are now spending more time on social media, with Facebook as their preferred platform, and they are expanding to others like Instagram, TikTok, Snapchat, and Reddit. This shift indicates a broader interest in entertainment and brand engagement.

Notably, baby boomers’ engagement with video-based apps like TikTok is reshaping their social media usage. Their presence on Instagram and “X” (formerly Twitter) grew by 8% and 4%, respectively, while Snapchat and Reddit saw a 16% increase in usage among this group. The number of boomers following influencers for content has also grown by 22% since Q2 2021.

Older influencers are gaining traction on these platforms, countering ageist stereotypes and attracting sizeable followings. Brands like Trinny London have successfully tapped into this market, creating large online communities targeting older women, contributing to significant revenues.

In terms of online shopping, boomers are more likely than Gen Z to buy products online weekly. Financially, 63% of boomers have a credit card compared to 41% of Gen Z, and 39% of boomers made an online purchase in the last week, against 35% for Gen Z. Additionally, 30% of boomers are in the high-income group versus 21% for Gen Z, and they possess higher purchasing power (23% vs. 8% for Gen Z).

Despite their economic influence, boomers feel underrepresented in advertising. Research by CreativeX shows that older groups in ads are typically depicted in family or domestic settings, with less than 1% in professional roles. This overlooks the 24% of employed boomers who identify as career-focused, the 35% interested in exploring the world, and the 31% engaged in live events.

The insights suggest that businesses can benefit from adjusting their marketing strategies to authentically represent and engage with older generations. With a significant portion of boomers having substantial savings, they represent a reliable and active consumer base, in contrast to the financially constrained younger generations. By recognizing and catering to the unique preferences and online behavior of baby boomers, brands can tap into their considerable spending power for broader market success.

Source: https://www.gwi.com/connecting-the-dots/boomers-scrolling-and-shopping

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Household disposable income growth is anticipated to slow down. The prolonged period of high interest rates, affecting various forms of consumer credit, combined with modest income growth, is likely to result in consumers being more cautious with their spending in the upcoming year.

In the Asia Pacific (APAC) region, the major markets in terms of consumer spending — China, India, and Japan — are also the world’s top largest markets. Real consumer spending in APAC is expected to grow by 4.0% in 2024, surpassing the global average of 2.2%. This growth is driven by countries like Thailand, Malaysia, India, and Vietnam.

Sectors such as hotels and catering, transport, and health goods are set to benefit from this growth, fueled by expanding middle classes, rising incomes, and urbanization in these areas. Notably, consumers in their 50s, who are among the highest earners, are a key demographic for businesses to focus on.

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Both in APAC and globally, there’s a trend towards smaller household sizes, with a significant increase in single-person households, which are expected to make up 21% of all households in 2024. This trend is influenced not only by factors like delayed marriage and ageing populations but also by current economic uncertainties and concerns over living costs, leading to hesitancy in committing to relationships and parenting. Businesses need to adapt their offerings to cater to these smaller and single-person households, especially in more advanced economies.

Consumer spending behavior in 2024 is expected to be marked by caution and selectivity, with a focus on reducing unnecessary expenses while maintaining quality of life. Despite seeking affordability, consumers also value overall quality, health, new experiences, and joy in their purchases. Many are finding small indulgences important for personal happiness. To manage costs while maintaining living standards, consumers are adopting strategies like buying durable, high-quality items, repairing instead of replacing, and preferring renting over owning.

A notable trend for 2024 is the emergence of ‘Value Hackers,’ who seek innovative ways to maximize their budgets. This includes opting for cheaper alternatives or “dupes,” leveraging credit card rewards, and choosing premium private label products. Additionally, the rise of ‘Deinfluencers’ on social media, who criticize overhyped products, reflects a shift in consumer attitudes.

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For businesses preparing for the challenges and opportunities of 2024, success hinges on understanding and adapting to these changing consumer preferences. Companies must focus on delivering value and affordability, connecting deeply with consumers, and aiding them in making decisions that add value to their lives while being economical.

Source: https://www.euromonitor.com/article/consumers-in-2024-uncovering-opportunities-amid-uncertainty

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LinkedIn has steadily risen as a preferred social media site. As other networks face challenges, LinkedIn is emerging as a platform where users genuinely want to engage and share their thoughts. Despite not reporting its number of daily or monthly average users, LinkedIn has indicated a 41% increase in content sharing this year compared to 2021. This growth is significant for a platform that’s been around for two decades. 

The platform, which has always been viewed as the more serious counterpart to platforms like Facebook and Twitter, has started to embrace a more relaxed and social approach. This change began before the pandemic but intensified as work-life boundaries became more fluid during the global crisis.

LinkedIn’s product team has been proactive, introducing tools for newsletters, podcasting, and video creation. Unlike its counterparts, LinkedIn doesn’t frequently alter its algorithm, focusing instead on ‘knowledge-based’ content. 

This strategy seems to be paying off, with LinkedIn’s revenue tripling over the past five years to $15 billion. LinkedIn’s engagement metrics are also impressive. The platform sees over 8 million posts and comments daily and has witnessed a 40% increase in content engagement from July 2021 to 2022. LinkedIn’s focus on supporting ‘creators’ has also intensified, with tools like newsletters seeing a tenfold increase in user adoption year over year.

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The platform’s connection to the professional realm solidifies its importance for users, particularly as the boundaries between personal and professional become indistinct. However, the result is a mix of professional and personal content that sometimes feels out of place.

There are various examples that demonstrate this shift. In recent years, many users have been increasingly engaging in virtue signalling, a behaviour where one demonstrates their good character or moral correctness. LinkedIn began to witness content reminiscent of what one might find on Facebook, blurring the lines between personal anecdotes and professional updates. 

The LinkedInLunatics subreddit perfectly highlights some of these out-of-place posts, such as those promoting a hyperproductive hustle culture, or stories drawing professional lessons from children’s actions. One particularly striking example was a post about a man who humorously claimed to have cooked raw chicken in a hotel coffee pot to save company expenses during a business trip. While intended as a joke, some users mistook it for a genuine anecdote, further emphasising the confusion caused by such personal content on a platform designed for professional interactions.

Interestingly, amidst these changes, there’s a marginal yet captivating trend of LinkedIn being used for dating. Many women have experienced unsolicited advances on the platform. A survey revealed that 91% of women had received romantic or inappropriate messages on LinkedIn. Some express the concern that such behaviour could deter women from using the platform, limiting their networking opportunities. Reportedly, the company has taken steps to address this, using machine learning to detect and hide potentially inappropriate messages.

LinkedIn’s journey reflects the broader shifts in the digital networking landscape. Given the evolving nature of content on LinkedIn, marketers should recognise the platform’s shift towards more personal and relatable content. While maintaining professionalism is crucial, there’s an opportunity to humanise brands and engage audiences with authentic stories and genuine interactions. This blend of professional and personal can foster deeper connections and trust. However, striking the right balance is key to ensure that content remains relevant and appropriate for the platform, avoiding the pitfalls of being perceived as out-of-place or insincere.

Sources

https://www.afr.com/work-and-careers/careers/are-you-spending-more-time-on-linkedin-you-re-not-alone-20230825-p5dzg5 

https://fortune.com/2023/02/27/linkedin-evolution-networking-job-site-cringe-posts/

LinkedInLunatics subreddit: https://www.reddit.com/r/LinkedInLunatics/ 

https://canadianbusiness.com/ideas/linkedin-used-for-dating-app/

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Understanding the Zero Consumer

McKinsey coined the term based on four characteristics of these consumers: zero boundaries, zero midrange, zero loyalty and net zero.

Consumers crave a seamless blend of physical and digital shopping. A McKinsey survey revealed a surge in omnichannel grocery shopping in South Korea (71%), India (78%), and China (74%), a stark contrast to figures from five years ago.

Zero consumers alternate between saving and splurging, challenging mid-tier brands. In China, 81% plan to cut back or opt for cheaper home goods, while 69% intend to indulge in experiences like dining and travel.

The pandemic-induced product shortages saw consumers exploring new brands. In a 2023 survey, 63% of Australians, 87% of Indians, 83% of Chinese, and 67% of South Koreans reported changing shopping behaviours in the past three months.

Consumers are increasingly drawn to sustainable products. However, the emphasis on sustainability varies across regions, with South Korea showing a higher willingness to pay for sustainable packaging.

The New Retail Landscape

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Technological advancements, from AI to advanced analytics, empower retailers to offer personalised, omnichannel experiences. As technology reshapes the sector, retailers must invest in innovative solutions over merely rectifying past tech shortcomings.

Talent acquisition and retention have become more competitive, prompting companies to invest in upskilling and tapping into the gig economy. Additionally, the evolving competitive landscape, marked by declining in-store traffic and the rise of tech ecosystems, necessitates a re-evaluation of traditional retail strategies.

Strategies for Success

Understanding the zero consumer as well as the technological, talent, and competitive shifts in the industry is just the tip of the iceberg. McKinsey advocates four imperatives that forward-thinking companies need to adopt:

1. Omnichannel Re-Invention: Leading retailers, like India’s Reliance partnering with Meta for WhatsApp grocery shopping, are blending online and offline experiences. Companies like Meituan in China build ecosystems of products, services, and consumer experiences, offering a plethora of services such as spa treatments, taxi services, and games.
2. Refining Offerings: With zero consumers bypassing mid-tier products, retailers should bolster their essential and premium ranges. Private-label expansions, as seen with global grocers like Tesco, can offer affordable alternatives.
3. Enhanced Personalisation: AI-driven personalization can foster deeper consumer relationships. Companies like Sephora use in-store AI tools for tailored product recommendations, emphasising the need for a cross-functional approach to personalization.
4. Societal Impact: ESG-labelled products, such as ‘eco-friendly’ or ‘vegan’, have seen higher sales growth. Companies should align their actions with their ESG goals and communicate these initiatives effectively to consumers.

The emergence of the zero consumer presents both challenges and opportunities. It’s a call to innovate, pushing forward-thinking companies towards unparalleled growth. Companies that adapt will undoubtedly lead the next wave of retail evolution.

Source: https://www.mckinsey.com/industries/retail/our-insights/zero-consumers-what-they-want-and-why-it-matters

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