A global study conducted by Boston Consulting Group involved more than 13,000 consumers across twelve different markets to analyse changes in purchasing behaviour. The results indicate that consumer behaviour is undergoing a profound structural transformation, considered the most significant in recent decades.
The research identified five main phenomena driving this change in consumption patterns. These phenomena represent fundamental alterations in how consumers make purchasing decisions.
The study concludes that most companies continue to underestimate or completely ignore these changes. Organisations are not adequately recognising the magnitude of the transformations underway in consumer behaviour, which may represent a significant strategic risk.
