A modern customer is less likely to trust a brand’s polished commercial than they are a 15-second "unboxing" video from a stranger on TikTok. We have outsourced our decision-making to the "crowd." This explains why we will spend 45 minutes reading reviews for a $12 spatula; the fear of making a sub-optimal choice is often greater than the desire for the item itself. The "Values-Based" Transaction
Perhaps the most interesting shift is the transition from buying a product to buying a narrative . For Gen Z and Millennial consumers, a purchase is a micro-vote for the kind of world they want to live in. Buying behavior is now heavily influenced by: Is the packaging plastic-free? Ethics: How does this company treat its warehouse staff? customer buying behavior
In the past, buying behavior was largely : you realized you needed a vacuum, you went to a store, compared three models, and bought one. Today, the process is circular and constant . A modern customer is less likely to trust
Are you looking to apply these insights to a , or For Gen Z and Millennial consumers, a purchase