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The new consumer emerges

Katherine Kress (Director of the Institute for the Future (IFTF) (www.iftf.org). Katherine works in the Institute’s strategic planning department, focusing on trends in consumer purchasing behavior, corporate marketing, and the emerging consumer and business direct channels. During the yearlong membership, members receive practical, incisive, and up‐to‐date analysis of emerging trends and their likely consequences. This article is adapted from the CAP report, The New Consumer Changes the Face of the Workforce.)
Nancy Ozawa (Director of the Institute for the Future (IFTF) (www.iftf.org). Nancy directs strategic planning activities with corporations and non‐profit organizations, analyzing the environment that shapes their markets on the ten‐year horizon. During the yearlong membership, members receive practical, incisive, and up‐to‐date analysis of emerging trends and their likely consequences. This article is adapted from the CAP report, The New Consumer Changes the Face of the Workforce.)
Gregory Schmid (Director of the Institute for the Future (IFTF) (www.iftf.org). Greg directs IFTF’s multi‐client and private work efforts in the forecasting and strategic planning area. He founded the Corporate Associates Program (CAP), the Institute’s flagship service that focuses on the strategic needs of organizations worldwide. During the yearlong membership, members receive practical, incisive, and up‐to‐date analysis of emerging trends and their likely consequences. This article is adapted from the CAP report, The New Consumer Changes the Face of the Workforce.)

Strategy & Leadership

ISSN: 1087-8572

Article publication date: 1 October 2000

1912

Abstract

New consumers have emerged in North America. These consumers have higher expectations and are more demanding than yesterday’s consumers. Businesses must meet these requirements if they are to hold a competitive place in today’s marketplace. The authors report on research that identifies the key characteristics of the new consumers and suggest worker attitudes and behaviors that must be employed to serve these changing demands. This article also includes a lengthy sidebar that examines the factors that drive consumer attitude change over time.

Keywords

Citation

Kress, K., Ozawa, N. and Schmid, G. (2000), "The new consumer emerges", Strategy & Leadership, Vol. 28 No. 5, pp. 4-11. https://doi.org/10.1108/10878570010379383

Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited

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