{"id":900137,"date":"2024-01-22T05:12:53","date_gmt":"2024-01-22T05:12:53","guid":{"rendered":"https:\/\/www.capgemini.com\/pl-pl\/?post_type=research-and-insight&#038;p=900137"},"modified":"2025-03-12T03:11:50","modified_gmt":"2025-03-12T03:11:50","slug":"what-matters-to-todays-consumer-2024","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/pl-pl\/insights\/biblioteka\/what-matters-to-todays-consumer-2024\/","title":{"rendered":"What matters to today\u2019s consumer: 2024 &#8211; raport o zachowaniach konsument\u00f3w dla bran\u017cy produkt\u00f3w konsumpcyjnych i sprzeda\u017cy detalicznej w 2024 r."},"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\/2024\/01\/What-matters-to-todays-consumer.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/01\/What-matters-to-todays-consumer.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/01\/What-matters-to-todays-consumer.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/01\/What-matters-to-todays-consumer.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/01\/What-matters-to-todays-consumer.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/01\/What-matters-to-todays-consumer.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/01\/What-matters-to-todays-consumer.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/01\/What-matters-to-todays-consumer.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/01\/What-matters-to-todays-consumer.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\">Public sector<\/span><\/div><\/div><div class=\"brandInfo\"><div class=\"brandLogo\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\"\/><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">What matters to today\u2019s consumer: 2024 &#8211; raport o zachowaniach konsument\u00f3w dla bran\u017cy produkt\u00f3w konsumpcyjnych i sprzeda\u017cy detalicznej w 2024 r.<\/h1><\/div><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\/2024\/01\/CRI_TODAYS-CONSUMER_WEB.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"otwiera si\u0119 w nowym oknie\"><span>Download report<\/span><span class=\"type\">10 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\/2024\/01\/Final-Infographic-Consumer-Trends-2024.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"otwiera si\u0119 w nowym oknie\"><span>Download the infographic<\/span><span class=\"type\">6 MB  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=983517\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"otwiera si\u0119 w nowym oknie\"><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=983517&amp;text=What%20matters%20to%20today%E2%80%99s%20consumer%3A%202024\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"otwiera si\u0119 w nowym oknie\"><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=983517&amp;text=What%20matters%20to%20today%E2%80%99s%20consumer%3A%202024\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"otwiera si\u0119 w nowym oknie\"><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>In this <a href=\"https:\/\/www.capgemini.com\/insights\/research-institute\/\">Capgemini Research Institute<\/a> report, <em>What matters to today\u2019s consumer: 2024 consumer behavior tracker for the consumer product and retail industries<\/em>, we take a closer look at how consumer behavior is changing today and the factors that are shaping it.<\/p>\n\n\n\n<p>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\u20129 months has dropped from 80% to 43%.<\/p>\n\n\n\n<p>Additionally, as generative AI makes headwinds across industries, its impact on consumers\u2019 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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Download the full report to find out more about how consumer behavior is evolving into the future.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n<section class=\"latest-insights layout-even layout-even-all-purple-cards \"><div class=\"container\"><div class=\"insight-title\"><h2 class=\"latest-insight-title\"><\/h2><\/div><div class=\"layout-two-card cards-normal\">\n                                <div class=\"row align-items-center\"><div class=\"card-image-wrapper\">\n                                <div class=\"card-image\" data-image-url=\"https:\/\/www.capgemini.com\/pl-pl\/insights\/biblioteka\/what-matters-to-todays-consumer-2026\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/pl-pl\/wp-content\/uploads\/sites\/27\/2026\/01\/Consumer-trend-2026-web-banner.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/pl-pl\/wp-content\/uploads\/sites\/27\/2026\/01\/Consumer-trend-2026-web-banner.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/pl-pl\/wp-content\/uploads\/sites\/27\/2026\/01\/Consumer-trend-2026-web-banner.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/pl-pl\/wp-content\/uploads\/sites\/27\/2026\/01\/Consumer-trend-2026-web-banner.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 992px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/pl-pl\/wp-content\/uploads\/sites\/27\/2026\/01\/Consumer-trend-2026-web-banner.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/pl-pl\/wp-content\/uploads\/sites\/27\/2026\/01\/Consumer-trend-2026-web-banner.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 768px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/pl-pl\/wp-content\/uploads\/sites\/27\/2026\/01\/Consumer-trend-2026-web-banner.jpg?w=350&#038;quality=70 1x, https:\/\/www.capgemini.com\/pl-pl\/wp-content\/uploads\/sites\/27\/2026\/01\/Consumer-trend-2026-web-banner.jpg?w=700&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 0)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/pl-pl\/wp-content\/uploads\/sites\/27\/2026\/01\/Consumer-trend-2026-web-banner.jpg\" alt=\"\" style=\"object-position: 50% 50%; object-fit: cover;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n                                <\/div>\n                            <\/div><div class=\"col-12 col-lg-4 d-md-none d-lg-block\"><\/div><div class=\"col-12 col-md-6 col-lg-4\">\n                           <a href=\"https:\/\/www.capgemini.com\/pl-pl\/insights\/biblioteka\/what-matters-to-todays-consumer-2026\/\" aria-label=\"Co si\u0119 liczy dla konsument\u00f3w w 2026 roku?\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-center\">\n                                <div class=\"card-tag\">Report<\/div>\n                                <h3 class=\"card-title\">Co si\u0119 liczy dla konsument\u00f3w w 2026 roku?<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/pl-pl\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\" class=\"light\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/pl-pl\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <div class=\"col-12 col-md-6 col-lg-4\">\n                            <a href=\"https:\/\/www.capgemini.com\/pl-pl\/insights\/biblioteka\/future-proofing-innovation\/\" aria-label=\"Przysz\u0142o\u015bciowe innowacje - seria rozm\u00f3w\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-start\">\n                                <div class=\"card-tag\">Point of view<\/div>\n                                <h3 class=\"card-title\">Przysz\u0142o\u015bciowe innowacje &#8211; seria rozm\u00f3w<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"\" alt=\"\" class=\"light\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"\" alt=\"\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <\/div>\n                    <\/div><div class=\"layout-two-card cards-reversed\">\n                                <div class=\"row align-items-center\"><div class=\"card-image-wrapper\">\n                                <div class=\"card-image\" data-image-url=\"https:\/\/www.capgemini.com\/pl-pl\/insights\/biblioteka\/co-jest-wazne-dla-konsumentow-w-2023-r\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/pl-pl\/wp-content\/uploads\/sites\/27\/2023\/01\/CRI-Consumer-trends.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/pl-pl\/wp-content\/uploads\/sites\/27\/2023\/01\/CRI-Consumer-trends.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/pl-pl\/wp-content\/uploads\/sites\/27\/2023\/01\/CRI-Consumer-trends.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/pl-pl\/wp-content\/uploads\/sites\/27\/2023\/01\/CRI-Consumer-trends.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 992px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/pl-pl\/wp-content\/uploads\/sites\/27\/2023\/01\/CRI-Consumer-trends.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/pl-pl\/wp-content\/uploads\/sites\/27\/2023\/01\/CRI-Consumer-trends.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 768px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/pl-pl\/wp-content\/uploads\/sites\/27\/2023\/01\/CRI-Consumer-trends.jpg?w=350&#038;quality=70 1x, https:\/\/www.capgemini.com\/pl-pl\/wp-content\/uploads\/sites\/27\/2023\/01\/CRI-Consumer-trends.jpg?w=700&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 0)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/pl-pl\/wp-content\/uploads\/sites\/27\/2023\/01\/CRI-Consumer-trends.jpg\" alt=\"\" style=\"object-position: 50% 50%; object-fit: cover;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n                                <\/div>\n                            <\/div><div class=\"col-12 col-md-6 col-lg-4 flex-sm-order-reverse\">\n                            <a href=\"https:\/\/www.capgemini.com\/pl-pl\/insights\/biblioteka\/future-proofing-innovation-roundtable-series-cprd\/\" aria-label=\"Future-proofing innovation roundtable series - CPRD\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-start\">\n                                <div class=\"card-tag\">Point of view<\/div>\n                                <h3 class=\"card-title\">Future-proofing innovation roundtable series &#8211; CPRD<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"\" alt=\"\" class=\"light\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"\" alt=\"\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <div class=\"col-12 col-md-6 col-lg-4\">\n                           <a href=\"https:\/\/www.capgemini.com\/pl-pl\/insights\/biblioteka\/co-jest-wazne-dla-konsumentow-w-2023-r\/\" aria-label=\"Co jest wa\u017cne dla konsument\u00f3w w 2023 roku?\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-center\">\n                                <div class=\"card-tag\">Report<\/div>\n                                <h3 class=\"card-title\">Co jest wa\u017cne dla konsument\u00f3w w 2023 roku?<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/pl-pl\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\" class=\"light\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/pl-pl\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <div class=\"col-12 col-lg-4 d-md-none d-lg-block\"><\/div><\/div>\n                    <\/div><\/div><\/section>","protected":false},"excerpt":{"rendered":"","protected":false},"author":33,"featured_media":900138,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"106518c1-9607-4ba5-afaa-c50cda240a15\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":true,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":0,"primary_term":"Public sector","featured_focal_points":""},"tags":[],"research-and-insight-type":[227],"theme":[427],"brand":[220],"service":[33],"industry":[30],"partners":[],"content-group":[],"class_list":["post-900137","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","research-and-insight-type-report","theme-public-sector","brand-capgemini-research-institute","service-customer-experience","industry-retail"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What matters to today\u2019s consumer: 2024 - raport o zachowaniach konsument\u00f3w dla bran\u017cy produkt\u00f3w konsumpcyjnych i sprzeda\u017cy detalicznej w 2024 r. - Capgemini Poland<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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