MERKLE：新生代消费行为报告（15页）.pdf

1、THE NEXT GENERATION OF CONSUMER BEHAVIORSUnderstanding the changing expectations, interactions, and experiences that drive brand engagementPartners on the Customer Journey In this era of constant change, as the avenues and methods of engagement for brands and consumers continue to evolve, a more sub

2、tle switch is also taking place. This change revolves around who holds the upper hand in the relationship. For decades, that power belonged to brands. They told shoppers what products were available and where they could find them, and buyers followed accordingly. Consumers have become more vocal in

3、their positions and now hold the proverbial cards. Instead of aligning themselves to the brands and products they seek, consumers now expect brands to adjust to what is most important to them this includes the channels they engage in, the products they are interested in, and the way in which they vi

4、ew the world. The outdated hope of being accepted into a brands tribe has been replaced by consumers suggesting that brands accompany them in the passenger seat of their journey through life. Brands can either accept this shift or consumers will find another brand that will. With this in mind, we su

5、rveyed 1,000 US consumers from a wide range of age groups and backgrounds in October 2021 to learn more about their perceptions and behaviors in three key areas. Further, we wanted to understand the role each of these components plays in, and the impact each has on, consumers loyalty.Have the method

6、s in which brands seek to make consumers lives easier changed?Are brands succeeding in connecting personally and emotionally with their customers in a two-way fashion?How important is the way that brands conduct themselves within society to the consumers who engage with them?Convenience010203Relatab