2025消费者趋势报告_当颠覆成为常态_13页_526kb

Summary of Consumer Behavior and Strategic Imperatives Post-COVID-19

Overview

Five years after the COVID-19 pandemic began, consumer habits remain altered, with key behaviors becoming permanent. Despite economic uncertainty and inflation concerns, spending persists, leading to a redefinition of value and convenience. The article outlines five enduring behavioral forces and four strategic imperatives for businesses to optimize growth.

Key Behavioral Forces

1. Increased Time Alone and Online: Consumers spend more time solo and digitally, prioritizing immediate gratification. This has boosted e-commerce and delivery services, with significant time allocated to hobbies, social media, and shopping.
2. Digital Influence on Trust: While digital channels drive engagement and influence purchase decisions, family and friends remain the most trusted sources of recommendations. Social media plays a role in research but lacks deep trust.
3. Gen Z Growth Potential: Gen Z consumers (born 1996–2010) represent a largest and wealthiest generation, expected to drive significant spending growth globally. They prioritize financial security but splurge on specific categories like apparel and beauty, despite financial constraints.
4. Local Brand Preference: Consumers increasingly favor local companies over global brands, driven by support for domestic businesses and better fit. This trend is evident in markets like Canada, the US, and China, which impacts multinational strategies.
5. Value-Equation Redefinition: Rising prices lead to cross-category trade-offs, with consumers seeking deals, delaying purchases, and thriving on value from delivery and discount channels. Splurging in discretionary areas persists even amid economic concerns.

Strategic Imperatives for Businesses

1. Enhance Consumer Connection: Leverage data and AI tools, such as social listening, to build a 360-degree consumer view for proactive decision-making and personalized marketing.
2. Invest in Revenue-Growth Management: Use analytics and dynamic pricing to understand consumer trade-offs, optimize assortments, and innovate promotional strategies through retail media and data sharing.
3. Tailor Portfolio for Growth: Focus on M&A and divestitures to reinvent business models, emphasizing e-commerce and emerging markets for enhanced portfolio performance.
4. Rewire Technology Capabilities: Implement AI and generative tools to reshape consumer insights, demand forecasting, and customer experiences, projecting up to 15% improvement in EBITDA margins through tech investments.