埃森哲：COVID-19将如何改变消费者：数据驱动的消费者行为洞察 - 埃森哲（英文版）.pdf

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1、OUTMANEUVER UNCERTAINTYNOWNEXT August 2020 How will COVID-19 change the consumer? Data-driven insights into consumer behavior Accenture COVID-19 Consumer Pulse Research: Wave 7 Copyright 2020 Accenture. All rights reserved.3 COVID-19 has changed everything While still in the midst of the COVID-19 cr

2、isis, we can reflect on all that has occurred in recent months. The ways in which people live and work are different. How and what people buy is different. Consumers themselves have dramatically evolved, and the change is lasting. We see new archetypes emerging that consumer packaged goods (CPG) com

3、panies must take notice of and respond tofast. Accenture has been continually investigating the impact and implications of the pandemic globally. Our seven waves of consumer research reveal that COVID-19 has had a profound impact on the consumer goods industry, and the effects may be everlasting. As

4、 companies move forward, they must have the capabilities to understand and deliver on consumers wants and needs and strive to outmaneuver uncertainty in this new era. 4 WHAT AND HOW CONSUMERS BUY IS VERY DIFFERENT 5 5 Get to know your consumers Consumers have been through an emotional life-changing

5、journey during the pandemic. Prior consumer segmentsand the insights theyre built onwill need to be redefined to reflect new behaviors and preferences. CPG companies should get reacquainted with new and evolving consumer segments to understand the changes people have undergone and the values they no

6、w hold. On the Edge 19% Extremely worried about health, finances and going out in public Most worried about health, the economy and job security. 44% will cut back on future spending, 62% are exploring new sources of income. Least comfortable visiting public places in the next 6 months. Tentative Re