708 notes tagged as ["Customer behaviour"]
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What are the trends shaping consumer sentiment and behavior in 2025—and what are the implications for brands and retailers? People are spending more of their time alone and online. Gen Zers don’t feel financially secure but are willing to splurge. In their search for value, shoppers are buying smaller pack sizes or lower quantities of their preferred brands.
These are some of the trends highlighted in McKinsey’s ConsumerWise research on consumer sentiment and behavior, drawing on a survey of more than 25,000 consumers in 18 countries. Two ConsumerWise leaders discussed the findings on a recent webinar, excerpts of which are featured in this episode of the McKinsey on Consumer & Retail podcast, hosted by Monica Toriello. An edited transcript follows.
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Ask a dozen marketers, and some will say the customer journey has, in turn, collapsed, condensed, lengthened, looped, died and been born anew. What’s not up for debate is that it has fundamentally changed. That’s what Global CMO of Assembly Bria Bryant helped unpack when we met for a morning of shopping and shop talk.
“If we look at the way consumer purchase behavior was back in the day, it was: You see an ad, you go to the store, you make a purchase,” said Bryant. “Now, it’s not as linear, and marketers really need to think about things more fluidly. Consumers also aren’t waking up in the morning and thinking, ‘today I’m [exclusively] a digital shopper.’”
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Consumer loyalty is driven by convenience, product performance and situational need and not emotion devotion. Those are top findings from a Razorfish study that revealed love for a brand may not be enough of a driving force for consumers to remain loyalty.
“Marketers often idealize loyalty as a form of emotional devotion, but our research shows it’s driven by far more practical factors — convenience, product performance, and situational need,” Nic Chidiac, chief strategy officer at Razorfish, said in a press release on the findings.
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Anticipate consumer behavior —before it changes
This playbook explores the patterns that make consumer behavior predictable–and how leading retailers are using them to stay ahead.
Retailers are facing a volatile environment shaped by inflation, tariffs, technology shifts and evolving consumer values. Our new playbook helps leaders move from reaction to readiness, identifying consistent behavioral patterns and providing actionable strategies to stay relevant in every season.
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The age of intelligent buying
In this exclusive report, we unpack how department stores are navigating margin pressure, shifting consumer behaviors, and the rapid rise of AI in merchandising. Profitability is being redefined, reshaping retail’s future.
The new playbook for retail profitability
Uncover how retailers are evolving beyond cost-cutting to implement smarter strategies: optimizing product mix, mitigating inventory risk, and enhancing supply chain agility to safeguard margins and foster long-term growth.
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Does your brand click with AI-native shoppers?
Four out of five consumers have used AI for shopping or product research in the last three months. Find out what that means for your business with our latest report, featuring fresh insights and strategic recommendations.
Read your copy of the Klaviyo AI Shopping Index to discover:
How AI-native brands grow differently (and why they’ll win)
Why other AI platforms can’t keep up with Klaviyo
How AI supports marketers and drives more revenue
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Shoppers to tap BNPL for holidays
The yearend holiday shopping season may mean half of consumers tapping BNPL for purchases. Half of holiday shoppers plan to use buy now, pay later services to cover their expenses this holiday season, according to a holiday survey of 1,000 U.S. adults from digital payments provider PayPal Holdings. The respondents cited budget control and affordability as the top reasons for using the payment tool.
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What 7,000 holiday shoppers want and how to deliver it
From shifting loyalty to year-round gifting, learn what’s driving global purchase behavior in 2025—and how top brands are building smarter, more profitable campaigns in response. Packed with trends and actionable tactics, this report helps brands capture more revenue through smarter segmentation, loyalty, and omnichannel orchestration.
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Gen Z, millennials drive adoption of AI for holiday shopping
Those groups are harnessing artificial intelligence for gift ideas and to compare prices this season, a new survey states. While nearly a quarter (23%) of consumers overall are likely to use chatbots and AI tools to shop this holiday season, millennials and Gen Z shoppers are leading the way in using the technology, according to an Epsilon Pulse report. Forty-four percent of millennials and 42% of Gen Z respondents said they are likely to use chatbots and AI tools for holiday purchase inspiration.
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2025 Retail returns landscape
Returns are growing in importance — with both retailers and consumers. To understand how these pressures are shaping the retail landscape, the National Retail Federation (NRF) and Happy Returns, a UPS company, explored both consumer and retailer perspectives and priorities for the returns experience. Key findings include:
Total returns for the retail industry are projected to reach $849.9 billion in 2025.
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New data reveals shifting consumer attitudes toward app data sharing and advertising
Verve has released its [In-app user privacy report 2025](https://www.businessofapps.com/in-app-user-privacy-report/?utmsource=newsannouncement&utmmedium=download&utmcampaign=verve-hosted-download-engagement)_, a comprehensive study surveying 4,000 mobile users across the US and UK. The report examines evolving consumer attitudes toward data privacy, personalized advertising, and the value exchange between users and publishers.