Why it matters
COVID-19 is causing seismic shifts in consumer behaviour, particularly for high-potential Gen Z and Millennial consumers. History teaches us that those marketers that act quickly and aggressively—when many of their competitors do not or cannot—stand to gain immediate and lasting benefits.
Takeaways
- Gen Z and Millennial consumers have shifted to online more dramatically than older generations, both in terms of media consumption and of spending.
- These younger generations expect many of these shifts to digital to persist into the post-COVID ‘new normal’, with categories such as video streaming, online marketplaces, online platforms of grocery stores and superstores...