Consumers
Unmasked
Addressing New Spending
Habits and Behaviors in a
Post-Pandemic World
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?
Over 12 months, the study will give you a deep understanding of shifting consumer motivations. This first stage explores the behavior of EPAM Continuum’s Consumer Council – 71 millennial and Gen-Z consumers in the U.K., the U.S. and Germany – supported by a broader audience of 3,000+ consumers at Stage 2, which provides quantitative insights. Stage 3 and 4 will follow in 2022.
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.
Qualitative and Quantitative Surveys
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
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
Read the full report to find out how to stay in step with your customers.