McKinsey Insights: Consumer behavior adapting to the “next normal”


McKinsey attempted to distill common consumer behavior shifts following the global pandemic across 42 countries. Excerpts from the most important findings:

  1. Despite pockets of reopening, net consumer optimism has decreased, and most consumers continue to expect a long-lasting impact from COVID-19.
  2. As incomes have declined, consumers are spending on essentials and not discretionary categories, with some exceptions in South Korea and China.
  3. Consumers are shifting to online and digital solutions as well as reduced-contact channels to get goods and services.
  4. Even though many countries have lifted stay-at-home restrictions, most consumers still feel the pull toward a “homebody economy.”
  5. Consumers want extra reassurance to resume day-to-day activities outside their homes.
  6. Consumers also want to see an ongoing emphasis on cleaning and safety

Full article:

Image: Unsplash, Nick Fewings @jannerboy62

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Nina Matzat

Nina Matzat

Digital Creative Consultant – Strategie & Konzeption für Marken, Kommunikation & Kreation. 360° Überblick - digitaler Fokus. Spezialisierung: Digitales Storytelling | Creative Effectiveness | Data Driven Creativity in digital Video & Content. Gelernt: Markenführung und Konsumentenverhalten. Ex-Google.

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