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20220322-【消费分析】新生代消费行为报告-15页.pdf
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20220322-【消费分析】新生代消费行为报告-15页.pdf
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THE NEXT
GENERATION OF
CONSUMER BEHAVIORS
Understanding the changing expectations, interactions,
and experiences that drive brand engagement
Partners on
the Customer
Journey
In this era of constant change, as the avenues and methods of engagement
for brands and consumers continue to evolve, a more subtle switch is also
taking place. This change revolves around who holds the upper hand in the
relationship. For decades, that power belonged to brands. They told shoppers
what products were available and where they could find them, and buyers
followed accordingly.
Consumers have become more vocal in their positions and now hold the
proverbial cards. Instead of aligning themselves to the brands and products they
seek, consumers now expect brands to adjust to what is most important to them
– this includes the channels they engage in, the products they are interested in,
and the way in which they view the world. The outdated hope of being accepted
into a brand’s tribe has been replaced by consumers suggesting that brands
accompany them in the passenger seat of their journey through life. Brands can
either accept this shift or consumers will find another brand that will.
With this in mind, we surveyed 1,000 US consumers from a wide range of age
groups and backgrounds in October 2021 to learn more about their perceptions
and behaviors in three key areas. Further, we wanted to understand the role each
of these components plays in, and the impact each has on, consumers’ loyalty.
Have the methods in
which brands seek to
make consumers’ lives
easier changed?
Are brands succeeding
in connecting
personally and
emotionally with their
customers in a two-
way fashion?
How important is
the way that brands
conduct themselves
within society to
the consumers who
engage with them?
Convenience
01 02 03
Relatability Responsibility
02
THE NEXT GENERATION OF CONSUMER BEHAVIORS
made an in-store purchase in
the past year, while 68% had a
product delivered to their home.
feel that micro-influencers and
macro-influencers (celebrities)
are either somewhat or very
important in motivating them to
buy from a brand.
and 76% of millennials feel that
brands should take a stance on
social issues, compared to just
59% of consumers 41 years old
or older.
say brands are doing a great job
at knowing them, remembering
them, and understanding their
needs.
84%
of consumers
Only 24%
of consumers
83%
of Gen Zers
Only 14%
of consumers
Key Findings
The challenge for brands extends beyond the fact that consumers now
have more control of the brand relationship. It’s also that their behaviors and
expectations are always evolving, meaning not only is the onus on brands to
do right by their customers, but the definition of what is right will be dierent
tomorrow than it is today.
While engaging with consumers for this report, we uncovered four main trends
that speak to this moving target and reveal what brands need to be focusing
on moving forward if they want to keep their customers happy.
03
THE NEXT GENERATION OF CONSUMER BEHAVIORS
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