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Consumers
Unmasked


Addressing New Spending
Habits and Behaviors in a
Post-Pandemic World

consumers unmasked

Consumers
Unmasked

 

Addressing New Spending
Habits and Behaviors in a
Post-Pandemic World

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Do we really know our customers anymore? The past year has changed so much that it’s hard to know. Yet, it has never been more important to understand consumers’ mindsets, behaviors and expectations.

In the Consumers Unmasked report, we answer the following questions:

  • What new habits were formed during the pandemic? Which will stick or grow in prominence? Which will fade?
  • How will consumer behavior play out during what will inevitably be another year of change? What’s driving that behavior? 
  • Why are consumers acting as they do? What’s influencing their choices? What’s concerning them?

Through a 12-month study with EPAM Continuum’s Consumer Council—millennial and Gen-Z consumers in the UK, the US and Germany—and supported by broader quantitative research, we will gain a deep awareness of shifting consumer motivations. 

If you’re a leader in marketing, innovation or customer experience, this study is for you. It will help you learn more about evolving consumer needs and interests, and what you need to do to grow along with your customers.



REPORT—SUMMER 2021

Consumers Unmasked

The past year has changed all of us–including the way we spend. But how much of that change is permanent? Through a 12-month study, EPAM Continuum will find out via two qualitative reports of its consumer council and will augment the findings with quantitative studies of US, UK and Germany consumers.

Four-stage
Study over the
next 12 months

71

Millennial and 
Gen-Z consumers


US, Germany & UK

Four-stage
Study over the next 12 months
 

71
Millennial and Gen-Z consumers

 

US, Germany & UK     
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Qualitative and Quantitative Surveys

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AUGUST 2021

OCTOBER 2021

JANUARY 2022

APRIL 2022

Sector Insights

We asked our Consumer Council to tell us about their recent purchases in five key areas: food, fashion, travel, fitness and home.


Food

  • Sensory experiences matter 
  • Curbside pickup and click and collect grows in prominence 
  • Deals and discounts fuel loyalty

Fashion

  • Seamless physical-digital transition is key
  • Flexible payment options encourage spend
  • Sustainability influences decisions

Travel

  • Trust is as important as price
  • Travelers want challenges solved

Fitness

  • Subscriptions offer fitness without judgment
  • Niche communities help brands survive

Home

  • Comfort and wellbeing drive spend
  • Ease of returns is still crucial
  • Doing “good” earns respect
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Triggers and Barriers

We explored what prompts our Consumer Council’s buying decisions—and what blocks them.

TRIGGERS

Whatever else matters, value for money matters more

Finding the best deal is a “badge of honor”

Ethics ”climb the leaderboard”

Creating rewarding experiences helps brands stand out

Customers seek comfort & security

Social brought brands home

The power of friends remains high

BARRIERS

Trust issues persist

Subscription causes suspicion

COVID concerns linger

TRIGGER AND BARRIER

Superbrands change the rules

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Read the full report to find out how to stay in step with your customers.

 

Thank you! Click here to download the report and learn how consumer attitudes are changing.


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