Amazon, Alibaba and Millennials – The New Model for Retail (Full Session)
Traditional manufacturers and retailers have reason to believe that they understand their consumers. Scale has afforded them competitive advantage to drive deep consumer insights and align brands to consumer values. But is that confidence misplaced?
David Donnan, senior partner and global food and beverage expert discusses A.T. Kearney’s recent study of over 7,000 global consumers which highlights a fundamental shift in consumer behaviour. Its core finding is a transition from affluence to influence, supported by the power of digital media and social networks. The established model defined by mass marketing and the creation of scaled consumer markets will shift to one focused on the ability of individuals to move markets through outsized influence.