{"id":890595,"date":"2023-01-09T08:17:01","date_gmt":"2023-01-09T07:17:01","guid":{"rendered":"https:\/\/www.capgemini.com\/?post_type=research-and-insight&#038;p=846593"},"modified":"2025-12-08T06:28:55","modified_gmt":"2025-12-08T06:28:55","slug":"what-matters-to-todays-consumer-2023","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/pl-pl\/insights\/biblioteka\/co-jest-wazne-dla-konsumentow-w-2023-r\/","title":{"rendered":"Co jest wa\u017cne dla konsument\u00f3w w 2023 roku?"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/CRI-Consumer-trends.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/CRI-Consumer-trends.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/CRI-Consumer-trends.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/CRI-Consumer-trends.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/CRI-Consumer-trends.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/CRI-Consumer-trends.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/CRI-Consumer-trends.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/CRI-Consumer-trends.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/CRI-Consumer-trends.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Customer first<\/span><\/div><\/div><div class=\"brandInfo\"><div class=\"brandLogo\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\"\/><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\" class=\"light\"\/><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Co jest wa\u017cne dla konsument\u00f3w w 2023 roku?<\/h1><\/div><h2 class=\"reasearchInsightTitle\">\u015aledzenie zachowa\u0144 nabywc\u00f3w w bran\u017cy produkt\u00f3w konsumenckich i handlu detalicznego w 2023 r.<\/h2><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/Final-Web-Version-Report-Consumer-Trends.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Download report<\/span><span class=\"type\">5 MB pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/01\/Final-Infographic-Consumer-Trends-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><span>Download infographic<\/span><span class=\"type\">627 KB pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=846593\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=846593&amp;text=What%20matters%20to%20todays%20consumer%202023\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=846593&amp;text=What%20matters%20to%20todays%20consumer%202023\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<p>W ubieg\u0142ym roku, w ramach pierwszej edycji naszej dorocznej serii bada\u0144 \u201eCo jest wa\u017cne dla dzisiejszych konsument\u00f3w\u201d pisali\u015bmy o tym, jak drastycznie zmieni\u0142y si\u0119 nastroje i oczekiwania konsument\u00f3w w ci\u0105gu ostatnich 18 miesi\u0119cy. W tegorocznej edycji dostrzegamy wiele tych samych trend\u00f3w: konsumenci nadal chc\u0105 np. otrzymywa\u0107 zr\u00f3wnowa\u017cone produkty bez konieczno\u015bci p\u0142acenia za nie wi\u0119cej. Jednocze\u015bnie pojawiaj\u0105 si\u0119 te\u017c nowe trendy konsumenckie.<\/p>\n\n\n\n<p>Wiele zachowa\u0144 zmieni\u0142o si\u0119 w zwi\u0105zku z okoliczno\u015bciami, jakie napotkali\u015bmy, w tym pandemi\u0105 COVID-19, kryzysem geopolitycznym i wynikaj\u0105cymi z niego napi\u0119ciami, a zw\u0142aszcza kryzysem koszt\u00f3w utrzymania. Wp\u0142yw tych czynnik\u00f3w badamy pod k\u0105tem tego, jak konsumenci zmienili swoje zachowania decyzyjne i zakupowe. Przygl\u0105damy si\u0119 r\u00f3wnie\u017c obawom konsument\u00f3w zwi\u0105zanym z niedoborem zapas\u00f3w, ich zdolno\u015bci\u0105 do pozyskiwania niezb\u0119dnych i nieistotnych produkt\u00f3w oraz zachowaniem w obliczu niedost\u0119pno\u015bci preferowanych produkt\u00f3w.<\/p>\n\n\n\n<p>Ponadto nasze badania wykaza\u0142y, \u017ce w obliczu rosn\u0105cych koszt\u00f3w \u017cycia i wynikaj\u0105cych z nich obaw o finanse osobiste konsumenci oczekuj\u0105, \u017ce firmy wyjd\u0105 im naprzeciw w tym trudnym okresie. Wi\u0105\u017ce si\u0119 z tym prawdopodobie\u0144stwo, \u017ce najbardziej przyjazne pod tym wzgl\u0119dem marki zyskaj\u0105 d\u0142ugoterminow\u0105 lojalno\u015b\u0107 nabywc\u00f3w.<\/p>\n\n\n\n<p>Maj\u0105c na uwadze t\u0119 ewolucj\u0119 w zachowaniach konsument\u00f3w, podkre\u015blamy trzy kluczowe dzia\u0142ania, kt\u00f3re pomog\u0105 markom i bran\u017cy detalicznej wykorzysta\u0107 mo\u017cliwo\u015bci, jakie oferuj\u0105 obecne trendy. Niezb\u0119dne dzia\u0142ania obejm\u0105 redukcj\u0119 koszt\u00f3w poprzez ponowne opracowane podej\u015bcia operacyjnego i organizacji \u0142a\u0144cucha dostaw, okre\u015blenie nowych mo\u017cliwo\u015bci zwi\u0105zanych ze wzrostem przychod\u00f3w i kana\u0142ami, a tak\u017ce pomaganie konsumentom w tym trudnym czasie, aby w perspektywie d\u0142ugoterminowej zyska\u0107 dobry wizerunek firmy i lojalno\u015b\u0107 odbiorc\u00f3w.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-pobierz-raport-powyzej-lub-przeczytaj-go-nizej\"><strong>Pobierz raport powy\u017cej lub przeczytaj go ni\u017cej.<\/strong><\/h4>\n\n\n\n<a class=\"turtl-embed\" target=\"_blank\" style=\"width: 700px; max-width: 100%;\" data-turtl-embed-type=\"animation\" data-turtl-link-text=\"Click to read\" data-turtl-width=\"340\" data-turtl-display-mode=\"lightbox\" data-turtl-animation-mode=\"hover\" data-turtl-color=\"#1eb1c7\" data-turtl-story-id=\"63b7f336d7b203c1c0822451\" href=\"https:\/\/capgemini.turtl.co\/story\/what-matters-to-todays-consumer-2023\/?teaser=yes\" title=\"What Matters to Today's Consumer 2023\" rel=\"noopener\">Click to read What Matters to Today&#8217;s Consumer 2023<\/a>\n<!-- Please call embed.js only once per page --><script async=\"\" type=\"text\/javascript\" data-turtl-script=\"embed\" data-turtl-assets-hostname=\"https:\/\/assets.turtl.co\" src=\"https:\/\/app-static.turtl.co\/embed\/turtl.embed.v1.js\"><\/script>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para-video section section--info-2cols section--insights section-video \"><div class=\"bg-color video-align-right\"><div class=\"container\"><div class=\"row video-align-left\"><div class=\"col-md-12\"><div class=\"video-align-left row box box--4 box--mini\"><div class=\"col-md-3\"><h3 class=\"Video-title\" data-maxlength=\"34\"> <\/h3><div class=\"video-info\"><p data-maxlength=\"68\">What matters to today&#8217;s consumer 2023<\/p><\/div><\/div><div class=\"col-md-8 box-img-wrapper\"><div class=\"video-box\"><div class=\"video-wrapper\"><iframe title=\"video-section\" src=\"https:\/\/www.youtube.com\/embed\/3I_GmBeW7s4?rel=0&amp;modestbranding=1&amp;playsinline=1&amp;enablejsapi=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen loading=\"lazy\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe><\/div><\/div><\/div><div class=\"col-md-1\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-call-to-action undefined call-to-action-block\"><div class=\"container\"><div class=\"call-to-action-block-content-wrapper has-description\"><div class=\"text-wrapper has-description\"><h3 class=\"title\" data-maxlength=\"68\">Stay informed<\/h3><p class=\"description\" data-maxlength=\"144\">Subscribe to receive advance copies of our research<\/p><\/div><div 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