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What matters to today’s consumer

What matters to today’s consumer: 2024 consumer behavior tracker for the consumer product and retail industries

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In this Capgemini Research Institute report, What matters to today’s consumer: 2024 consumer behavior tracker for the consumer product and retail industries, we take a closer look at how consumer behavior is changing today and the factors that are shaping it.

We focused this third installment of our annual research series on five broad themes around consumer behavior. What we found is that many of the trends from our 2023 report have persisted, especially with consumers continuing to express concern about their personal financial situations amid rising inflation. However, on an optimistic note, this concern has dropped significantly in the past twelve months as the share of surveyed consumers who fear their personal finances will worsen in the next 6‒9 months has dropped from 80% to 43%.

Additionally, as generative AI makes headwinds across industries, its impact on consumers’ purchasing behaviors is being felt too. We look at the ways in which this technology is being used and adopted by consumers within different demographic cohorts.

We also explore the increase in social commerce, as well as greater consumer concern around issues like sustainability, product origin, business practices, and more. Finally, we examine what makes for a positive shopping experience in the post-digital age. We conclude this report with key actions for brands and retailers to take in order to manage and adapt to the ongoing shifts in consumer behavior.

Download the full report to find out more about how consumer behavior is evolving into the future.

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Further reading

Capgemini Research Institute

Generative AI and the evolving role of marketing: A CMO’s playbook
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What Matters to the Consumer
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Meet our experts

Tim Bridges

Expert in Leadership, Strategy, Transformation
Tim Bridges leads Capgemini’s Global Sectors and the Consumer Products, Retail, Distribution (CPRD) global sector practice, a portfolio that includes major global retail, fashion, restaurant, consumer products, transportation, and distribution brands such as McDonald’s, Coca-Cola, Meijer, Office Depot, Domino’s, and Unilever.

Lindsey Mazza

Global Retail Lead, Capgemini
Lindsey is a subject matter expert who specializes in shopper-centric, connected and convenient commerce and innovation. With nearly 20 years of experience in retail transformation, she’s served some of the world’s largest retailers. Lindsey is the creator of Capgemini’s Retail Smart Planner solution and is the Global Retail Lead at Capgemini.

Kees Jacobs

Expert in Consumer Products & Retail

Owen McCabe

Vice President, Digital Commerce – Global Consumer Goods & Retail, Capgemini
Owen is Capgemini’s Global VP for eCommerce. He previously led the Digital Commerce Practice at Kantar and held senior marketing and sales roles at both Procter & Gamble and Nestle. He has domain expertise in eCommerce, digital marketing, brand marketing, route-to-market strategy, and category management. Owen’s passion for digital commerce came about after a private equity assignment in an online travel business.

Bhavesh Unadkat

Head of Brand & Content, frog, Capgemini Invent UK
As our Activation expert, Bhavesh partners with clients to design and implement innovative marketing and loyalty programs with a focus on personalization and strengthening engagement with your brand.