The new consumer: Is there actually still “the customer?”

Recent events and developments have led many people to rethink their own lifestyle. The motives for buying have also changed and the price and quality have become detached.

From the marketplace to specialist retailers and shopping centers to online retail: The way people buy goods and products has changed fundamentally over the past few years and decades and is currently in a state of upheaval. But before deciding how to buy a particular product, there is probably the even more important question of why. Sustainability, health, ethical and moral values ​​such as fair trade, animal welfare and origin are the issues of our time and are also reflected in people’s buying motives.

The consulting firm Accenture has published a study on customer behavior in which the purchasing motives of consumers were examined. “Are there still ‘the’ customers?” Accenture dealt with this question as part of the study “Life Reimagined: Mapping the motivations that matter for today’s consumers”.

The survey was conducted among 25,444 consumers over the age of 18 in 22 countries between December 2020 and February 2021. The result of the study suggests a change in consumer behavior: the majority of consumers are redefining their values ​​and making purchase decisions based on new criteria that go far beyond the previously decisive aspects of price and quality. Above all, the buying motives of health and safety, service and personal support, convenience and comfort, the origin of the products as well as trust and reputation are becoming increasingly relevant.

A new type of buyer expects brands

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