Globally a new ‘changed customer’ is emerging. This New Customer looks and behaves differently. They have less to spend, are increasingly digital and display unfamiliar patterns of demand. More profoundly, they are reporting changed mindsets, values, attitudes, needs and drivers of preference.
In response, businesses have already had to adapt at unprecedented scale. For many, however, these initial adaptations are just a small step towards wider change that the New Customer and new reality will demand.
Set against the backdrop of an emerging new reality, our insights explore three important themes: