Forecasting in challenging times – consumer sacrifice

Forecasting in challenging times – consumer sacrifice

IPSOS’s report ‘Forecasting Sales in 2020’ includes insights on adapting to new behaviour.  They recommend businesses “seek to model and adapt to new behaviour such as channel preference for eCommerce, new fulfilment models such as delivery and pick up, delayed purchase cycle, lower consumer confidence, by designing these elements into the approach.”

“Consumers therefore find the environmental claims attractive but only up to a point i.e. when there is no compromise needed. Adding a premium meant more limited trial potential – this despite strong recognition of a more environmentally sound proposition. As we enter a potentially long period of economic uncertainty, behaviour-based measures represent an important tool for marketers to reduce the uncertainty of the say-do gap.”  Read the full report  

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