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Shopping Behavior

Consumer behavior in the United States - statistics & facts

Average spending for the average consumer, what matters to shoppers in the united states, key insights.

Detailed statistics

Most common offline purchases by type in the U.S. 2024

Brand awareness by category in the U.S. 2024

Sources of inspiration for new products in the U.S. 2024

Editor’s Picks Current statistics on this topic

Interest in product categories in the U.S. 2024

Impact of brand values & stance on social issues on consumer choice in the U.S. 2023

Offline purchase channels in the United States 2024

Further recommended statistics

• Premium Statistic U.S. disposable personal income 2000-2023
• Premium Statistic U.S. per capita disposable personal income 2023, by state
• Basic Statistic U.S. annual inflation rate 1990-2023
• Basic Statistic U.S. monthly inflation rate 2024
• Basic Statistic U.S. inflation rate versus wage growth 2020-2024
• Basic Statistic United States: monthly price change rate of non-food items January 2024
• Basic Statistic United States: monthly price change of food items January 2024

U.S. disposable personal income 2000-2023

Disposable personal income in the United States from 2000 to 2023 (in billion chained 2017 U.S. dollars)

U.S. per capita disposable personal income 2023, by state

Per capita disposable personal income in the United States in 2023, by state (in U.S. dollars)

U.S. annual inflation rate 1990-2023

Annual inflation rate in the United States from 1990 to 2023

U.S. monthly inflation rate 2024

Monthly 12-month inflation rate in the United States from September 2020 to September 2024

U.S. inflation rate versus wage growth 2020-2024

Difference between the inflation rate and growth of wages in the United States from August 2020 to August 2024

United States: monthly price change rate of non-food items January 2024

Year-over-year inflation rate of selected non-food goods in the United States in January 2024, by category

United States: monthly price change of food items January 2024

Year-over-year inflation rate of selected food items in the United States in January 2024, by category

Shopping behavior

• Premium Statistic Interest in product categories in the U.S. 2024
• Premium Statistic Most common offline purchases by type in the U.S. 2024
• Premium Statistic Brand awareness by category in the U.S. 2024
• Premium Statistic Impact of brand values & stance on social issues on consumer choice in the U.S. 2023
• Premium Statistic Offline purchase channels in the United States 2024
• Premium Statistic Sources of inspiration for new products in the U.S. 2024
• Premium Statistic Social media usage for product search in the U.S. 2023, by age

Interest in product categories in the U.S. as of September 2024

Most common offline purchases by type in the U.S. as of September 2024

Brand awareness by category in the U.S. as of September 2024

Impact of brand values & stance on social issues on consumer choice in the U.S. 2023

The impact brand values and stance on social issues have on consumer choices in the United States in 2023, by gender

Stationary stores where Americans shopped in the past 12 months as of March 2024, by income

Sources of inspiration for new products in the U.S. as of September 2024

Social media usage for product search in the U.S. 2023, by age

Share of shoppers using social media to search for product information in the United States in 2nd quarter 2023, by generational cohort

Spending behavior

• Basic Statistic U.S. household average expenditure 2010-2022
• Premium Statistic U.S. annual household expenditures 2023, by generation
• Basic Statistic Change in spending behavior among consumers in the United States 2023
• Premium Statistic Average per month spending on impulse purchases in the United States 2020-2023
• Basic Statistic Leading ways consumers planned to spend their tax return refund in the U.S. 2024
• Premium Statistic Leading costs Gen Alpha parents are cutting in the United States 2023

U.S. household average expenditure 2010-2022

Average annual household expenditure in the United States from 2010 to 2022 (in U.S. dollars)

U.S. annual household expenditures 2023, by generation

Mean annual household expenditures in the United States in 2023, by generation (in U.S. dollars)

Change in spending behavior among consumers in the United States 2023

Change in spending behavior among consumers in the United States in the past three months in 2023

Average per month spending on impulse purchases in the United States 2020-2023

Average monthly amount consumers spent while making impulse purchases in the United States from 2020 to 2023

Leading ways consumers planned to spend their tax return refund in the U.S. 2024

Leading ways consumers planned to spend their tax return refund in the United States in 2024

Leading costs Gen Alpha parents are cutting in the United States 2023

Leading costs Generation Alpha parents are cutting in the United States in 2023

Online shopping

• Premium Statistic Consumers who mostly buy on impulse online or in-store in the U.S. 2023
• Premium Statistic Customer preferences for e-commerce vs social commerce platforms in the U.S. 2023
• Premium Statistic Customer reasons for purchasing items via social commerce platforms in the U.S. 2023
• Premium Statistic Share of consumers buying secondhand online in the U.S. 2023, by generation
• Basic Statistic Leading reasons for abandonment during checkout in the U.S. 2024

Consumers who mostly buy on impulse online or in-store in the U.S. 2023

Consumers who are most likely to make impulse purchases online or in-store in the United States in 2023

Customer preferences for e-commerce vs social commerce platforms in the U.S. 2023

Customer preferences of e-commerce vs. social commerce platforms in the United States in 2023

Customer reasons for purchasing items via social commerce platforms in the U.S. 2023

Reasons why customers purchase items via social commerce platforms in the United States as of October 2023

Share of consumers buying secondhand online in the U.S. 2023, by generation

Share of online shoppers buying secondhand in the United States in 1st quarter 2023, by generation

Leading reasons for abandonment during checkout in the U.S. 2024

Main reasons why consumers abandon their orders during the checkout process in the United States in 2024

Grocery shopping

• Premium Statistic Locations consumers purchase groceries U.S. 2023
• Premium Statistic Importance of factors when choosing stores for grocery shopping U.S. 2023
• Premium Statistic Locations consumers purchase groceries by age U.S. 2023
• Premium Statistic Attitudes of consumers towards grocery shopping in the U.S. 2023
• Premium Statistic Favorite supermarket chains among consumers in the U.S. 2023

Locations consumers purchase groceries U.S. 2023

Where consumers usually purchase groceries in the United States in June 2023

Importance of factors when choosing stores for grocery shopping U.S. 2023

How important are the following aspects in your choice of grocery stores?

Locations consumers purchase groceries by age U.S. 2023

Where consumers usually purchase groceries in the United States in June 2023, by age group

Attitudes of consumers towards grocery shopping in the U.S. 2023

Share of consumers who found grocery shopping pleasant in the United States in June 2023

Favorite supermarket chains among consumers in the U.S. 2023

Taking everything into account, which supermarket is your favorite?

Shopping during events

• Premium Statistic Leading consumer spending events by expected average spend in the U.S. 2023
• Premium Statistic Share of U.S. consumers planning to shop Thanksgiving sales 2023
• Premium Statistic Holiday gifts: what U.S. consumers plan to buy 2024
• Basic Statistic Planned consumer purchases for Super Bowl 2013-2024
• Premium Statistic Americans' planned spending on Halloween-related items by category 2024
• Premium Statistic St. Patrick's Day purchasing plans of U.S. consumers 2024
• Premium Statistic Mother's Day gift purchasing plans in the U.S. 2024
• Premium Statistic Father's Day gift purchasing plans in the U.S. 2024

Leading consumer spending events by expected average spend in the U.S. 2023

Leading consumer spending events by average expected per capita spend in the United States in 2023 (in U.S. dollars)

Share of U.S. consumers planning to shop Thanksgiving sales 2023

Consumers who plan to shop on Black Friday and Cyber Monday in the United States as of October 2023

Holiday gifts: what U.S. consumers plan to buy 2024

Holiday gifts to be bought by consumers in the United States in 2024, by category

Planned consumer purchases for Super Bowl 2013-2024

Planned purchases on Super Bowl Sunday by consumers in the United States from 2013 to 2024, by category

Americans' planned spending on Halloween-related items by category 2024

Expected average consumer expenditure on Halloween-related items in the United States in 2024, by category (in U.S. dollars)

St. Patrick's Day purchasing plans of U.S. consumers 2024

Products consumers plan to buy for St. Patrick's Day in the United States in 2024

Mother's Day gift purchasing plans in the U.S. 2024

Share of consumers planning to buy gifts for Mother's Day in the United States in 2024, by category

Father's Day gift purchasing plans in the U.S. 2024

Share of consumers planning to buy gifts for Father's Day in the United States in 2024, by type

Attitudes towards sustainability

• Premium Statistic Ethical/sustainable consumer in the U.S. 2023
• Premium Statistic Willingness to spend more by product category in the U.S. 2023
• Premium Statistic Attitudes towards sustainability in the U.S. 2023
• Premium Statistic Drivers of sustainable food/beverage purchases in the U.S. 2023
• Premium Statistic Drivers of sustainable beauty/personal care purchases in the U.S. 2023
• Premium Statistic Drivers of sustainable fashion purchases in the U.S. 2023
• Premium Statistic Top sources favored by consumers to learn about brands' sustainability U.S. 2023
• Premium Statistic United States: consumer views on corporate sustainability communications 2023

Ethical/sustainable consumer in the U.S. 2023

Rate of ethical/sustainable consumers in the United States in 2023

Willingness to spend more by product category in the U.S. 2023

Willingness to spend more by product category in the United States in 2023

Attitudes towards sustainability in the U.S. 2023

Attitudes towards sustainability in the United States in 2023

Drivers of sustainable food/beverage purchases in the U.S. 2023

Drivers of sustainable food/beverage purchases in the United States in 2023

Drivers of sustainable beauty/personal care purchases in the U.S. 2023

Drivers of sustainable beauty/personal care purchases in the United States in 2023

Drivers of sustainable fashion purchases in the U.S. 2023

Drivers of sustainable fashion purchases in the United States in 2023

Top sources favored by consumers to learn about brands' sustainability U.S. 2023

Leading sources from which consumers would like to get information about brands' sustainability efforts in the United States as of May 2023

United States: consumer views on corporate sustainability communications 2023

Desires from consumers regarding companies' sustainability communications in the United States in 2023

Impact of inflation

• Premium Statistic Products shoppers would buy at the same rate during a recession in the U.S. 2023
• Premium Statistic Products consumers could do without for a while during a recession in the U.S. 2023
• Premium Statistic Product purchases consumers could easily cut out during a recession in the U.S. 2023
• Premium Statistic Consumers who are annoyed with how consumer prices change in the U.S. 2023
• Premium Statistic How inflation will change the way consumers shop for the holidays in the U.S. 2023

Products shoppers would buy at the same rate during a recession in the U.S. 2023

Consumer goods consumers would buy at the same rate during a recession in the United States in 2023, by product category

Products consumers could do without for a while during a recession in the U.S. 2023

Consumer goods consumers could live without for a little while during a recession in the United States in 2023, by product category

Product purchases consumers could easily cut out during a recession in the U.S. 2023

Product purchases consumers could easily cut out during a recession in the United States in 2023, by product category

Consumers who are annoyed with how consumer prices change in the U.S. 2023

Consumers who are annoyed with how consumer prices change in the United States in 2023

How inflation will change the way consumers shop for the holidays in the U.S. 2023

Leading ways in which inflation will impact the way consumers shop for the holidays in 2023

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Consumer Behavior Statistics You Should Know in 2024 [New Data]

Updated: May 20, 2024

Published: April 24, 2019

I doubt that the shift to entirely online shopping experiences would've happened as quickly as it did without the pandemic.

But, the rapid shift showed us that the factors influencing consumer purchasing decisions are always changing. In this piece, I’ll go over consumer behavior statistics I’ve pulled from our 2024 Consumer Trends Repor t to explain what’s driving consumers this year.

Consumer Behavior Stats

1. social shopping is an ecommerce standard..

We’ve talked a lot about social shopping on the HubSpot Blog because it’s the new face of ecommerce. I don’t see its popularity slowing down, especially since marketers are seeing the benefits: 59% report more social sales in 2023 than they had in past years.

Image Source

Our latest consumer trends survey found that social media is Gen Z and millennials' preferred channel for product discovery, and 33% have discovered a new product on social media in the past three months.

In the past three months, 1 in 4 social media users have also directly bought a product on a social media app, which is a 39% YoY change. More than 80% say that they’re satisfied with their latest social media purchase, and they were most likely to have transacted on Facebook or TikTok since they offer the best in-app shopping experiences.

Despite its growth, consumers are still wary. Only 47% feel comfortable buying through social media apps, and 45% trust social media platforms with their card information, likely because the main worry is that these companies aren’t legitimate.

Featured Resource: If you’re developing your ecommerce strategy, our free Ecommerce Planning Kit gives you all the tools you need to be successful, from market research templates to abandoned cart emails.

2. Gen Z heads the social shopping pack.

Gen Z leads the social buying pack, as they’re more engaged in social commerce than other generations. Some stats:

• New product discoveries for Gen Z happen most often on social media
• 43% have bought a product directly within an app in the past three months.
• They prefer to discover products on social media in short-form videos and social media marketplaces with off-app purchases (like Facebook Marketplace).
• They do most of their social shopping on TikTok and Instagram, which they say offer the best in-app shopping experiences.

If Gen Z is your target audience, offering social shopping opportunities or shopping-forward content is more important than ever.

I do want to say that you can still look into and consider social shopping if your target audience is made up of other generations, as there are always people who have different preferences.For example, I should be totally on board with social shopping because of my millennial-gen-z-cusp generational alliance, but I’m incredibly weary and skeptical of it.

On the other hand, my mom’s generation has consistently shown minimal interest in social shopping the past three times we’ve run our Consumer Trends Survey . Still, she’s more interested in it than I ever would’ve expected. I had to give her the same “Don’t trust every ad you see on the internet” talk, which I’m sure sounded just like the “Don’t believe everything you read online” talk she gave me when I was a child.

All that to say — even if your audience isn’t entirely on board with social shopping, you still might have some segments of your audience that would be interested in shoppable opportunities if you offered them. To learn more about how to make social shopping work for you, I recommend reading our Consumer Trends Report.

U.S. Consumer Trends Report

Learn how consumers act, how they think, and what they expect now and beyond. Topics include:

• Purchase habits.
• Data privacy.
• Workplace trends.

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3. Social media search is growing in popularity.

Search engine usage decreased by 12%, while social search usage increased by 4% between May 2023 and January 2024. 21% of consumers prefer to get answers to their questions online through social search, which is a 40% YoY increase from that same period.

I’m not saying search engines are dead and to throw your SEO strategy out the window, especially because consumers still say that search engines are the most effective way to get their questions answered. Instead, with the rise of social shopping, consumers are interested in a seamless buying experience that happens all in one place, from searching for products to post-purchase customer service.

My Pro Tip : Create a social media SEO strategy to adapt to this new consumer behavior.

4. Consumers like socially responsible brands.

Corporate social responsibility is when companies have thoughtful practices and initiatives that contribute to the betterment of the world.

I ran a survey in April 2024 about corporate social responsibility, and 90% of respondents said that companies should practice social responsibility. They are increasingly choosing to support brands that take a stance on social issues like fair treatment of employees, diversity and inclusion, and sustainable business practices.

So, why this desire? I attribute it to people wanting to spend their money with brands that let them uphold their day-to-day values. For example, it makes sense that someone committed to sustainability in their day-to-day life would want to buy from a sustainable business that uses eco-friendly packaging and sustainable production methods.

People also want to see themselves represented and support brands that support people like them. It makes sense that a Black consumer would want to purchase from a brand that supports the Black community.

5. Consumers seek personalization.

Consumers want personalized experiences, but most say that the content they see from brands isn’t personalized to their interests.

Marketers feel similarly and say that the experience customers get from their brand is somewhat personalized, but this is at direct odds with their belief that offering a personalized experience increases the likelihood of repeat customers.

Offering product recommendations is an easy way to provide a personalized experience, as is offering usage recaps (think Spotify’s annual Wrapped campaign ) or smart content.

Generative AI is a new tool for marketers to boost personalization, and those who already use it say it helps them create more personalized content ( 77% ) and personalize customers' experiences with their company (72%).

6. Consumers have concerns about data privacy.

While consumers want personalization, they’re also weary about how companies use their data, and 50% usually decline to have their personal data tracked.

76% of respondents to our survey reported being concerned about how companies use their personal data and strongly agree that they should have complete control over how it’s used. The main determining factor when deciding who to share data with is their level of trust in said company.

I am with consumers on this, as there’s a 99% chance I’m clicking “Reject All” when a website asks me about cookies. But, this is at odds with what I know as a marketer — having data about users is the best way to give them the personalized experience they want.

The best way to accommodate these privacy concerns but continue to deliver on expectations is to give users control.

Consumers told us that they want to choose whether to share their data and to be able to delete it from your database whenever they want. They also want to ensure that you store it safely and that you have their best interests in mind when safeguarding their data from unauthorized access.

7. Consumers are seeking support in DMs.

One in five Gen Z and Millennials has contacted a brand through DMs for customer service, and 70% of social media marketers say their companies already offer service on social media to accommodate the support requests they’re getting.

Consumers are turning to social media DMs for customer service, which makes sense considering the social shopping boom. If they’re buying a product on Instagram Shops, why wouldn’t they want to send a DM to ask a question within the same app? It eliminates additional actions, like finding a phone number to make a phone call or visiting a website.

8. Friends and family offer the most trusted recommendations.

As marketers, we know that influencer marketing is powerful and impactful.

We know that influencer marketing is powerful. Consumers like and trust influencers and their recommendations, but reviews from their friends and family are still more impactful than recommendations from influencers.

This tracks for me as a consumer. I follow a few influencers but still take their recommendations with a grain of salt. I’m much more likely to indiscriminately purchase something if my best friend or mom told me they liked it.

From a marketer's perspective, I view this as a signal that consumers want to hear from buyers like themselves. I recommend sharing customer reviews and promoting UGC on your profiles, as testimonials from relatable people can go a long way.

This doesn’t mean abandoning influencer marketing. If you choose to use it, make sure the influencers' niche aligns with your audience, and let the influencers be themselves and share their own personality—authentic and relatable content on social media is more important than anything else.

Give Consumers What They’re Looking For

I just went over a few of the key consumer behavior statistics that stood out to me from our latest iteration of our Consumer Trends Report.

Now that you know what’s influencing consumer behavior, you can craft a marketing strategy that appeals to your audience’s most pressing needs and interests.

Don't forget to share this post!

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How US consumers are feeling, shopping, and spending—and what it means for companies

Stick to new COVID-19-era habits, or go back to the old ways of doing things? For most US consumers, the answer seems to be “both.” Two years into the pandemic, people across the country have discovered that they like shopping online, but they’re also going back to brick-and-mortar stores. They’re venturing out of their homes again, but they’re continuing to spend money on home improvement. And—in what could be boon or bane for manufacturers and retailers—today’s consumers are quite willing to abandon their once-preferred brands in favor of new ones that offer value or novelty.

Taking the pulse of the US consumer

The following seven charts highlight findings from our latest Consumer Pulse survey, which was in the field between February 25 and March 1, 2022, and garnered responses from more than 2,100 US adults (sampled and weighted to match the general US population). The survey results, combined with third-party data on consumer spending, provide insights into how US consumer sentiment and behavior have been evolving  since the COVID-19 pandemic began. And the evolution continues: this survey did not address the invasion of Ukraine in any form. We believe, therefore, that the results do not capture the full effect of the invasion on US consumer sentiment.

It remains to be seen how—and how intensely—recent geopolitical and economic developments will affect US consumers’ outlook. What’s clear is that, more than ever, companies must stay on top of consumers’ fast-changing attitudes and behaviors .

Inflation hasn’t stopped consumers from spending—yet. In the early months of 2022, amid record inflation, US consumers continued to open their wallets. US inflation grew to nearly 8.5 percent in March 2022, with the May 2021 to March 2022 period showing the highest inflation in a decade. Yet, US consumers spent 18 percent more in March 2022 than they did two years earlier, and 12 percent more than they were forecast to spend based on the pre-COVID-19 trajectory.

This loosening of purse strings was perhaps not surprising: US consumers had approximately $2.8 trillion more in savings than they had in 2019, and many didn’t hesitate to dip into those savings as pandemic restrictions eased across the country. But it isn’t just the savers who have been making purchases: credit card debt is starting to rise as well. People in every age cohort and income group spent more of their money, but year-over-year spending growth was highest among millennials (17 percent) and high-income consumers (16 percent). That said, consumer sentiment began to dip in late February, as we discuss further below.

Consumers continue to spend more on certain product categories, but inflation is slowing volume growth. In some categories, much of the growth in spending in February and March 2022 was because people bought more; inflation accounted for only a small portion of growth. This was especially true in categories that boomed during the pandemic: sporting apparel , pet supplies, cosmetics , and software and electronics. But in other categories—including gasoline, restaurants , and travel—inflation has masked a drop in volume of consumption. Consumers bought mostly goods rather than services or experiences. Spending on goods was higher than prepandemic levels, whereas spending on services was still 2 percent lower than it was prepandemic—a pattern that will likely continue until more people feel comfortable being in crowds and attending public indoor events.

In light of persistent inflation  and the war in Ukraine , consumer confidence—which rose steadily through 2021—dipped in February 2022. Only 38 percent of survey respondents said they feel optimistic, down from 44 percent in October 2021. The steepest drop in consumer sentiment was among high-income consumers, a group that frequently traded up to more-expensive products and brands in 2020 and 2021 but that might soon moderate what it buys. Companies will need to figure out the value equation that high-income consumers find most compelling: Will they continue to spend but start to trade down more than they did in 2020 and 2021? Will they shift more of their spending to channels providing better value?

The “loyalty shake-up” continues. More US consumers reported switching to different brands and retailers in 2022 than at any time since the beginning of the pandemic—and most of them say they intend to incorporate that behavior into their routines. Their reasons? With inflation at a record high, more people are looking for value; price is at the top of the list of consumers’ motivations for switching. Almost all consumers—90 percent—have noticed that prices are going up. In particular, they’ve noticed significant price hikes in two things that many people buy multiple times a week: gasoline and groceries. Among consumers who said they’ve switched brands, slightly more than a third said they opted to buy private-label products .

Availability, which was a big reason for switching in 2020 and 2021, still matters a lot but is less of a differentiator than it was at the height of the pandemic, when some brands couldn’t keep up with demand and were constantly out of stock. Meanwhile, brand purpose is now less of a buying factor for consumers than it was in 2020. Novelty, on the other hand, has steadily risen in importance. Consumers are keen to try something different, making innovation an imperative for brands  that want to win (or win back) consumers. Combining innovation with the perception of better value could be a particularly attractive offer.

Shoppers are spending more both online and in stores. People began shopping online in droves at the start of the pandemic, when they didn’t have much of a choice. But it turns out that many people enjoy the convenience that e-commerce offers. Even when brick-and-mortar stores reopened , spending in online channels continued to climb. Year-on-year growth in e-commerce was 27 percent in March 2022; the total uplift in e-commerce penetration, from the onset of COVID-19 until March 2022, was 33 percent.

Contrary to what some in the industry predicted, the rise in e-commerce hasn’t made brick- and-mortar retail obsolete. In fact, in-store spending  is recovering at a healthy clip—with 8 percent year-over-year growth in March 2022, compared with approximately 5 percent in early 2021. Providing a seamless experience in both online and offline channels is becoming table stakes for brands and retailers. In addition, companies would do well to differentiate the service and experience of in-person shopping, while giving consumers reasons to continue to visit their websites and apps.

Omnichannel shopping is becoming the norm. Seventy-five percent of US consumers say they’re researching and purchasing both in-store and online. And this omnichannel behavior isn’t confined to a few types of products: consumers are doing it for both food and nonfood purchases across a broad range of categories. What’s more, 45 percent of consumers say social media is influencing their purchases.

Not surprisingly, social-media influence is heaviest among younger people and is most relevant in appearance-related categories such as cosmetics and sports apparel. Social commerce, already a phenomenon in China, is still nascent in the US market, but one in ten omnichannel shoppers said they’ve already made purchases directly via social media. It’s a channel that’s only growing in importance—yet too many consumer and retail executives today still haven’t taken the time to educate themselves in social media and thus are missing out on powerful opportunities to reach and engage consumers.

Even as people go out again, their “nesting” continues. More than half of US consumers have already resumed their normal out-of-home activities; another 20 percent are in the process of returning to their prepandemic routines outside the home. Almost 40 percent of survey respondents report that they’re now exclusively working in an office or other workplace outside the home. On average, consumers are working from home only about two days a week. But about one-third of consumers say they aren’t yet comfortable attending public indoor events.

Interestingly, despite resuming most of their out-of-home activities, US consumers haven’t pulled back on making their homes more attractive and comfortable. Spending on home improvement and maintenance is still growing: it’s 11 percent higher than pre-COVID-19 projections even after adjusting for inflation. Given the overall shift in the way people have used their homes during the pandemic as well as many people’s expectations of continuing to work from home at least one day a week, companies can expect this nesting behavior to continue.

Consumers say they care about ESG, but it means different things to different people. When choosing which brands to buy, consumers—in particular, younger generations—say that their choices are at least somewhat influenced by environmental, social, and governance (ESG) factors . More than two-thirds of younger survey respondents said at least one aspect of ESG is very important to them. Paramount among their concerns is that companies are transparent and show that they care for people (employees, customers, others in their communities).

In general, younger consumers prioritize authenticity and social issues such as diversity, equity, and inclusion , whereas older consumers pay more attention to health and environmental issues. Today, with inflation driving many consumers to switch brands—value has become more of a motivator than values, so to speak—companies that can deliver on consumers’ expectations for both value and values will be best positioned for success.

The next US Consumer Pulse survey will be in the field in autumn 2022. Watch for our analysis of those survey results and our updated perspectives on the state of the US consumer, forthcoming on McKinsey.com. In the meantime, listen to the authors discuss the latest Consumer Pulse findings in this McKinsey on Consumer and Retail podcast episode .

Kari Alldredge is a partner in McKinsey’s Minneapolis office; Tamara Charm is a partner in the Boston office; Eric Falardeau is a partner in the Montreal office; and Kelsey Robinson is a senior partner in the Bay Area office.

The authors wish to thank Christopher Cannizzaro, Jordan Chmielarz, Aleksandr Gorushkin, Daniela Jamri, Andrea Leon, Daniela Sancho Mazzara, Jason Rico Saavedra, Meera Singh, and Tom Skiles for their contributions to this research.

This article was edited by Monica Toriello, an executive editor in the New York office.

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Consumer Data

Unveiling the Power of Market Insights

Understanding, Valuing, and Utilizing Consumer Data

In a world where understanding consumer behavior is crucial for business success, consumer data emerges as a beacon of insight. It’s a powerful tool, offering a glimpse into the consumer’s mind, guiding strategic decisions in industries like B2C commerce and retail. This guide by NielsenIQ (NIQ) is your compass in the complex terrain of consumer data, designed for those seeking to harness its power for informed decision-making.

What Defines Consumer Data Today?

Consumer data is the lifeblood of modern business strategy, offering a window into the consumer’s world. It encompasses a variety of information types, from basic demographic details to complex behavioral patterns. In the digital era, the scope of consumer data has broadened, encompassing everything from online shopping habits to social media interactions. This data is not just numbers and statistics; it’s a narrative of consumer lives, telling stories that businesses can use to tailor their strategies.

The evolution of consumer data reflects the changing landscape of consumer interactions. With the advent of the internet and mobile technology, the amount of available data has exploded. Businesses now have access to real-time data streams, offering up-to-the-minute insights into consumer behavior . This data is diverse, including transactional records, online browsing activities, social media engagement, and even sensor data from smart devices.

The value of consumer data lies in its ability to inform decision-making. It helps businesses understand their customers’ needs, preferences, and pain points. This understanding is crucial in today’s competitive market, where personalization and customer experience are key differentiators. By analyzing consumer data, businesses can identify trends, predict consumer behavior, and make data-driven decisions that enhance customer satisfaction and drive growth.

However, the use of consumer data comes with its challenges. Privacy concerns and data security are at the forefront of consumer minds. Regulations like GDPR and CCPA have changed the way businesses collect and handle consumer data, emphasizing the need for ethical data practices. Businesses must navigate these challenges carefully, balancing the need for insights with respect for consumer privacy.

In summary, consumer data today is a dynamic and multifaceted asset. It offers invaluable insights but requires careful handling. As we delve deeper into the types and uses of consumer data, it’s important to keep in mind its evolving nature and the responsibilities that come with it.

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Types of Consumer Data

Consumer data can be categorized into several types, each offering unique insights into consumer behavior:

• Demographic Data: This includes basic information such as age, gender, income, and education level. It’s useful for segmenting the market and targeting specific consumer groups.
• Psychographic Data: This type of data delves into the consumer’s lifestyle, interests, values, and attitudes. It helps businesses understand the ‘why’ behind consumer choices.
• Behavioral Data: This is data related to consumer interactions with a brand or product, such as purchase history, website visits, and engagement with marketing campaigns. It’s crucial for understanding consumer habits and preferences.
• Transactional Data : This encompasses data generated from consumer transactions, including purchase history, payment methods, and spending patterns. It’s key for analyzing sales trends and consumer loyalty.

Each type of consumer data offers distinct advantages and plays a crucial role in building a comprehensive understanding of consumers. By combining these data types, businesses can gain a holistic view of their customers, leading to more effective marketing strategies and improved customer experiences.

First-party Data

First-party data is collected directly from your customers and includes interactions with your brand, such as website visits, app usage, and customer feedback. Tools like Analytics tools, CRM systems, and customer feedback platforms are pivotal in gathering this data. The key to harnessing first-party data lies in ensuring compliance with data protection laws like GDPR. Its main advantage is its accuracy and relevance, but it can be limited in scope.

This data type is invaluable as it’s gathered directly from the source – your customers. It provides the most accurate and relevant insights into consumer behavior, preferences, and attitudes. For instance, analyzing website traffic and user behavior can reveal which products are most popular and which marketing messages resonate with your audience.

However, collecting first-party data requires a strategic approach. Businesses need to have the right tools in place to capture and analyze this data effectively. This includes investing in robust analytics platforms and developing mechanisms to encourage customers to share their data, such as through loyalty programs or engaging online experiences.

Compliance with legal frameworks is another critical aspect of handling first-party data. With regulations like GDPR and CCPA in place, businesses must ensure that they collect and use consumer data ethically and transparently. This includes obtaining explicit consent from consumers and providing them with control over their data.

The pros of first-party data are significant. It offers high accuracy, relevance, and valuable insights for personalized marketing strategies. However, the cons include limited scope (as it only covers interactions with your brand) and the need for rigorous compliance with data protection laws.

In conclusion, first-party data is a powerful tool for businesses seeking to understand their customers better. When collected and used responsibly, it can drive personalized marketing strategies and enhance customer experiences, ultimately leading to increased loyalty and revenue.

Second-party Data

Second-party data is essentially someone else’s first-party data that you acquire directly from them. It’s more trustworthy than third-party data and can provide insights that you might not have captured. However, its relevance can vary, and there are potential privacy concerns to navigate.

This type of data is acquired through partnerships or direct purchases from another organization. For example, a retailer might partner with a complementary brand to access their customer data, providing insights into a broader market segment. This data is beneficial as it comes from a reliable source and can add depth to your existing data.

However, the relevance of second-party data can be a challenge. Since this data wasn’t collected with your specific needs in mind, it might not be entirely applicable to your business or customer base. It requires careful analysis to extract valuable insights.

Privacy and legal compliance are also crucial when dealing with second-party data. It’s essential to ensure that the data was collected ethically and that its use complies with privacy laws. This includes understanding the data collection practices of your partner and ensuring that data sharing agreements respect consumer privacy.

The pros of second-party data include its reliability and the opportunity to gain insights beyond your customer base. It can be a valuable asset in understanding broader market trends and consumer behaviors. The cons, however, include potential relevance issues and the need to navigate privacy concerns and legal compliance.

In summary, second-party data can be a valuable addition to your data strategy, offering new perspectives and insights. However, it requires careful selection and analysis to ensure its relevance and compliance with privacy laws.

Third-party Data

Third-party data is purchased from external sources and can provide a broader view of consumer behavior. While it expands your understanding of the market, its accuracy and relevance can sometimes be questionable. Additionally, with increasing privacy concerns and regulations, its future is uncertain.

This data type is often aggregated from various sources by third-party providers and includes a wide range of information, from demographic details to behavioral patterns. It’s commonly used to supplement first-party data, filling in gaps and providing a more comprehensive view of the consumer landscape.

However, the accuracy and relevance of third-party data can be a concern. Since this data is collected without a specific purpose or audience in mind, it may not align perfectly with your business needs. It’s essential to vet third-party data sources carefully and understand their data collection and aggregation methods.

Privacy and legal compliance are significant challenges with third-party data. With increasing scrutiny on data privacy and the rise of regulations like GDPR, the use of third-party data is becoming more complex. Businesses must ensure that their use of this data complies with all relevant laws and regulations.

The pros of third-party data include its ability to provide a broad view of the market and consumer behavior, which can be invaluable for identifying trends and opportunities. However, the cons include potential issues with accuracy and relevance, as well as the need to navigate an increasingly complex legal landscape regarding data privacy.

In conclusion, while third-party data can offer valuable insights, it requires careful consideration and handling. Businesses must balance the benefits of expanded market knowledge with the challenges of accuracy, relevance, and compliance.

Zero-party Data

Zero-party data is information that consumers willingly share with brands, often through direct interactions. This data is highly valuable as it is explicitly provided by the consumer, ensuring relevance and accuracy. However, collecting this data requires building trust with your audience.

This type of data is gathered through mechanisms where consumers intentionally and proactively share information. This can include preferences, purchase intentions, or personal context. Methods to collect zero-party data include interactive quizzes, polls, preference centers, and direct conversations.

The primary advantage of zero-party data is its high level of accuracy and relevance. Since consumers are choosing to share this information, it’s inherently trustworthy and can be used to create highly personalized experiences and products. It also demonstrates a level of consumer trust and engagement with your brand.

However, the challenge lies in encouraging consumers to share this data. Brands must create engaging and valuable experiences that incentivize consumers to provide their information. This requires creativity and a deep understanding of what drives your audience.

Compliance with legal frameworks is generally more straightforward with zero-party data, as consumers are giving their information willingly. However, it’s still important to handle this data responsibly and transparently, respecting consumer privacy and preferences.

The pros of zero-party data include its high accuracy, relevance, and the trust it signifies from consumers. The cons involve the challenge of encouraging consumers to share their data and the need to create engaging mechanisms for data collection.

In summary, zero-party data represents a goldmine of accurate and relevant consumer insights. When collected and used effectively, it can significantly enhance personalization efforts and strengthen consumer relationships.

How Consumer Data Is Captured

Capturing consumer data involves employing diverse methodologies, each offering distinct insights and advantages. Businesses seeking comprehensive consumer insights must grasp these methods to drive informed decision-making and enhance consumer experiences.

Website Analytics:

Analytics tools furnish insights into user behavior on websites, tracking metrics such as page views, session duration, and user flow. This data illuminates how consumers engage with online platforms, aiding in website optimization and content personalization.

Social Media:

Platforms with analytics tools feature data on consumer interactions with content, including likes, shares, comments, and demographic details, offering valuable insights for targeted marketing strategies.

Customer Feedback and Surveys:

Utilizing platforms for surveys, businesses can directly solicit feedback from consumers, gaining insights into product opinions, service satisfaction, and brand experiences. Partnering with survey experts offers the added advantage of professional expertise, ensuring robust data collection and analysis.

Customer Service Software:

Solutions for tracking customer interactions provide invaluable insights into consumer pain points and service efficiency. Integrating this data with broader consumer insights enhances operational efficacy and customer satisfaction.

Transactional Information:

E-commerce platforms and point-of-sale systems furnish data on consumer purchasing behavior, encompassing purchase history, payment methods, and buying patterns. Leveraging this data aids in inventory management, personalized marketing, and strategic decision-making.

Website Analytics

Understanding consumer behavior online is crucial for businesses, and website analytics are instrumental in achieving this goal. Various tools offer a wealth of information without reliance on specific brand names, allowing insights into user interactions with your website.

These tools track diverse metrics such as page views, bounce rates, session duration, and user flow, unveiling insights into page popularity, navigation patterns, and potential drop-off points. This data serves as a cornerstone for optimizing website design, enhancing user experience, and tailoring content to meet consumer needs.

In sectors like retail and e-commerce, website analytics unveil valuable insights into consumer shopping behavior. For instance, analyzing the user journey from product discovery to purchase uncovers opportunities to streamline the buying process and mitigate cart abandonment.

Yet, effective utilization of website analytics poses challenges. Coping with the vast volume of available data is a primary concern. Businesses must prioritize relevant metrics aligned with their objectives to prevent data overload. Furthermore, accurate interpretation of data is pivotal for making informed decisions.

The advantages of website analytics are profound, offering detailed insights into consumer behavior, trend identification, and data-driven decision-making to enhance the online experience. However, alongside these benefits come challenges, including the risk of data overload and the requisite expertise in data analysis.

In summary, website analytics serve as a powerful tool for businesses seeking to comprehend and enhance their online presence. By focusing on pertinent metrics and interpreting data judiciously, businesses can glean invaluable insights driving website optimization and bolstered consumer engagement.

Social Media

Social media analytics are essential for tracking, analyzing, and interpreting interactions and associations across social platforms, providing valuable insights without relying on specific brand names. Businesses utilize various tools to monitor social media mentions, engagement rates, and trend analyses.

In retail, social media data serves as a key informant of consumer trends and brand perception, guiding strategic marketing campaigns. E-commerce enterprises leverage social media analytics to understand consumer responses to products and services, facilitating tailored online presence and personalized marketing strategies. Similarly, for FMCG companies, social media analytics unveil consumer sentiments about products, shaping product development and marketing endeavors.

However, the landscape of social media analytics presents challenges. The dynamic nature of social platforms’ algorithms necessitates constant adaptation to remain effective. Additionally, the qualitative aspect of social media data demands sophisticated tools and expertise for accurate interpretation.

In summary, social media analytics offer businesses invaluable insights into consumer behavior and market trends. By navigating the challenges inherent in this field and employing judicious interpretation, businesses can harness the power of social media analytics to drive informed decision-making and enhance consumer engagement.

Customer Feedback and Surveys

Understanding consumer opinions and preferences through direct methods such as customer feedback and surveys is paramount for businesses, with various tools available for data collection without mentioning specific brands.

In retail, customer feedback serves as a window into in-store experiences and product preferences, guiding inventory management and customer service strategies. For e-commerce enterprises, survey data illuminates user experience on their platforms, facilitating enhancements in website design and functionality. Similarly, FMCG companies leverage surveys to assess product satisfaction and demand, informing product development and marketing initiatives.

However, the efficacy of customer feedback relies on overcoming certain challenges. Ensuring a representative sample and interpreting data in the context of broader market trends are pivotal. Additionally, encouraging customer participation can pose difficulties.

In summary, customer feedback and surveys offer businesses profound insights into consumer sentiments and preferences. Overcoming the challenges inherent in gathering and interpreting this data allows businesses to make informed decisions, enhance product offerings, and fortify consumer relationships.

Customer Service Software

Capturing data from customer interactions, customer service software offers insights into common issues, customer needs, and service efficiency, without relying on specific brand names. Platforms like Zendesk and Salesforce facilitate this data capture process.

Retail businesses leverage this data to enhance in-store service and address prevalent customer concerns effectively. Similarly, e-commerce companies derive benefits from understanding online customer service interactions, which inform improvements to website FAQs and chatbot programming. Additionally, for FMCG companies, customer service data unveils product issues and aids in quality control measures.

However, integrating this data with other consumer insights poses challenges. Achieving a holistic view requires seamless integration with broader consumer data streams. Moreover, managing and analyzing large volumes of customer service data demands robust systems and processes to derive meaningful insights.

In conclusion, customer service software provides businesses with invaluable insights into customer needs and service efficiency. Overcoming challenges in data integration and management empowers businesses to make informed decisions, enhance service offerings, and foster stronger customer relationships.

Transactional Information

Transactional information refers to data gathered from customer purchases, including details about the products bought, the amount spent, and the frequency of purchases. Tools for collecting this data include POS systems and e-commerce analytics platforms.

In retail, transactional data is crucial for inventory management and understanding buying patterns. E-commerce businesses use this data to personalize recommendations and optimize pricing strategies. FMCG companies can track product performance and consumer buying habits, informing production and distribution decisions.

The challenge with transactional data is ensuring privacy and security, especially with sensitive payment information. Additionally, interpreting this data requires sophisticated analytics to derive meaningful insights.

Each of these methodologies offers unique insights into consumer behavior and preferences. By employing a combination of these tools, businesses can cultivate a comprehensive understanding of their customer base, facilitating targeted strategies and enhanced consumer engagement.

However, effective data collection necessitates a strategic approach, ensuring alignment with organizational goals and compliance with privacy regulations. Furthermore, proficient data analysis is paramount for deriving actionable insights that drive business growth and foster positive consumer relationships.

In conclusion, capturing consumer data is a multifaceted endeavor, demanding strategic planning and adept utilization of resources. When executed thoughtfully, it empowers businesses to make informed decisions, optimize operations, and deliver exceptional consumer experiences.

How Is Consumer Data Used?

Consumer data is used across industries in various ways:

• Targeted Advertising: Tailoring ads based on consumer behavior and preferences.
• Customer Profiling: Creating detailed consumer profiles for personalized marketing..
• Market Research: Understanding market trends and consumer needs.
• Product Development: Informing new product design based on consumer feedback.
• Personalized Recommendations: Tailoring product suggestions in e-commerce.
• Customer Service Improvement: Enhancing service based on customer feedback.
• Inventory Management: Stocking products based on buying patterns.
• Pricing Strategies: Setting prices based on consumer data analysis.
• Brand Perception Analysis: Understanding how consumers view the brand.
• Risk Management: Identifying potential market risks based on consumer trends.

Each use case is tailored to specific industry needs, leveraging consumer data to drive decision-making and strategy development.

Dig Deeper on Risk Management and Governance

In the context of data governance, risk management involves identifying, assessing, and mitigating risks associated with consumer data. This includes ensuring data accuracy, protecting consumer privacy, and complying with regulations like GDPR and CCPA. Effective data governance ensures that consumer data is used ethically and responsibly, maintaining consumer trust and safeguarding the company’s reputation.

Targeted Advertising

Targeted advertising uses consumer data to deliver relevant ads to specific audiences. This requires data on consumer behavior, preferences, and demographics. Consumers benefit from receiving ads that are more relevant to their interests, potentially improving their shopping experience. For marketers, targeted advertising increases the efficiency of ad spend by reaching the most relevant audience.

In retail, targeted ads can drive in-store traffic by promoting relevant products. E-commerce businesses use it to increase conversion rates by showing ads based on browsing behavior. FMCG companies can target specific consumer segments, increasing the effectiveness of their marketing campaigns.

However, the challenge lies in balancing personalization with privacy concerns. Additionally, over-reliance on targeted ads can lead to ad fatigue among consumers.

Customer Profiling

Customer profiling involves creating detailed profiles of customers based on their data. This helps businesses understand their customers’ preferences, behaviors, and needs. Consumers benefit from more personalized experiences and products that better meet their needs. For marketers, customer profiling is essential for personalizing marketing efforts and developing targeted strategies.

Retail companies use customer profiles to tailor in-store experiences and product offerings. E-commerce businesses leverage profiles to personalize online shopping experiences.

For e-commerce businesses, customer profiling is crucial for personalizing the online shopping experience, offering tailored recommendations, and improving customer engagement. FMCG companies can use these profiles to understand consumer preferences, leading to more effective product development and targeted marketing campaigns.

The challenge in customer profiling lies in accurately integrating and interpreting data from multiple sources. Additionally, there is a need to balance personalization with consumer privacy concerns, ensuring that data collection and usage comply with legal standards and ethical considerations.

Microtargeting

Microtargeting involves using consumer data to target specific groups of people with highly tailored messages. This strategy is based on the analysis of various data points, including consumer behavior, purchase history, and personal preferences.

Consumers benefit from microtargeting through highly relevant and personalized interactions, which can enhance their experience with a brand. For marketers, microtargeting allows for more efficient use of resources, focusing efforts on the most receptive audiences, and increasing the likelihood of conversion.

In retail, microtargeting can help in creating personalized promotions and offers. E-commerce businesses can use it to target specific user segments with tailored product recommendations. FMCG companies can leverage microtargeting for launching targeted marketing campaigns for new products or in specific regions.

However, microtargeting also presents challenges, particularly in ensuring data accuracy and avoiding consumer privacy infringement. Over-targeting can lead to consumer discomfort and potential backlash, making it crucial for marketers to find the right balance.

CX Personalization

Customer Experience (CX) personalization is the practice of tailoring the customer’s experience based on their preferences, behavior, and history. This approach can significantly enhance customer satisfaction and loyalty.

Consumers benefit from CX personalization through more relevant and enjoyable interactions with brands, leading to a better overall experience. For marketers, personalizing the customer experience can lead to increased customer retention, higher conversion rates, and improved brand perception.

In retail, CX personalization can manifest in personalized shopping experiences, both online and in-store. E-commerce platforms can use it to customize the user interface, product recommendations, and communication. FMCG companies can personalize marketing messages and product offerings based on consumer preferences and purchase history.

The challenges of CX personalization include managing and analyzing large sets of data and ensuring that personalization strategies are not intrusive or perceived as invasive by consumers.

Create a 360-degree View of Each Consumer with Consumer Data

Creating a 360-degree view of each consumer involves integrating various data points to form a complete picture of the customer. This comprehensive view is based on data from multiple sources, including transactional data, online behavior, customer feedback, and social media interactions.

This approach allows businesses to understand their customers’ needs, preferences, and behavior in depth. It’s crucial for developing personalized marketing strategies, improving customer service, and enhancing product development. Retail, e-commerce, and FMCG industries, in particular, can benefit significantly from this holistic view, as it enables them to tailor their offerings and communications to meet the specific needs of different customer segments.

The challenge in creating a 360-degree view lies in effectively integrating and analyzing data from diverse sources and ensuring that the data is up-to-date and accurate.

Luxury Buyer

A Luxury Buyer is a consumer segment characterized by their purchasing of high-end products and services. Identifying a Luxury Buyer involves analyzing data points such as transaction history (high-value purchases), brand preferences (preference for luxury brands), and lifestyle indicators (travel, entertainment choices).

Tools like advanced CRM systems, analytics platforms, and AI-driven insights can be used to identify and understand this segment. Key Performance Indicators (KPIs) for identifying Luxury Buyers might include average transaction value, frequency of high-value purchases, and engagement with luxury brand content.

In terms of legal implications, it’s crucial to ensure that data collection and analysis comply with privacy laws and regulations. Retail and e-commerce industries, particularly those dealing in luxury goods, can benefit from identifying Luxury Buyers to tailor their marketing and product offerings. Other industries like high-end hospitality and luxury travel can also benefit from this data.

Tech-Savvy Millennial

Tech-Savvy Millennials are characterized by their proficiency with technology and digital platforms. Identifying them involves looking at data points like digital engagement (social media use, app usage), technology purchases, and online shopping behavior.

Tools for identifying Tech-Savvy Millennials include social media analytics, website behavior tracking, and e-commerce analytics. KPIs might include frequency of online purchases, engagement rates on digital platforms, and preferences for tech-related products.

Legal considerations revolve around ethical data use and compliance with digital privacy regulations. Industries that can benefit from identifying Tech-Savvy Millennials include e-commerce, consumer electronics, and digital services. This data helps in tailoring digital marketing strategies, product development, and enhancing online customer experiences.

Eco-Conscious Car Owner

An Eco-Conscious Car Owner is a consumer who prioritizes environmental sustainability, especially in their transportation choices. Identifying them involves analyzing data points like vehicle type (hybrid, electric), engagement with environmental content, and lifestyle choices indicative of eco-consciousness.

Tools for this analysis include vehicle registration data, social media analytics, and consumer survey data. KPIs might encompass the type of vehicle owned, participation in environmental programs, and purchasing patterns of eco-friendly products.

Legal implications include respecting consumer privacy and ensuring data accuracy. Industries like automotive, renewable energy, and sustainable consumer goods can benefit from this data, using it to tailor marketing strategies, product development, and customer engagement initiatives.

Holiday Gift Givers

Holiday Gift Givers are consumers who actively purchase gifts during holiday seasons. Identifying them involves looking at data points like seasonal purchase patterns, engagement with holiday-related promotions, and gift-related search history.

Tools for this analysis include e-commerce analytics, POS data, and search engine analytics. KPIs might include frequency and volume of purchases during holiday seasons, engagement with holiday campaigns, and types of products purchased.

Legal considerations involve ethical data use and compliance with marketing regulations. Industries like retail, e-commerce, and FMCG can benefit from this data by optimizing their holiday marketing campaigns, inventory management, and promotional strategies.

Customer Data Trends

Current trends in customer data include the increasing importance of privacy and data security, the shift towards more personalized and targeted marketing, and the use of AI and machine learning for data analysis. There’s also a growing emphasis on real-time data analysis and the integration of offline and online data to create a holistic view of the customer. These trends reflect the evolving landscape of consumer data, emphasizing the need for businesses to adapt their strategies to remain competitive and relevant.

Cookieless Marketing

Cookieless marketing refers to advertising strategies that do not rely on cookies for tracking user behavior. This approach is gaining traction due to increasing privacy concerns and regulatory changes. Cookieless marketing is beneficial as it respects user privacy and aligns with new data protection laws. However, it poses challenges for marketers accustomed to cookie-based tracking, requiring them to find alternative methods for collecting and analyzing consumer data.

In industries like retail and e-commerce, cookieless marketing necessitates a shift towards first-party data and contextual advertising. FMCG companies must also adapt by leveraging direct customer relationships and exploring innovative data collection methods. The pros include enhanced consumer trust and compliance with privacy regulations, while the cons involve the challenge of adapting to new technologies and potentially losing some granularity in data insights.

Retailers may face challenges in tracking customer journeys, but can benefit from a more positive brand perception. E-commerce platforms need to innovate in customer engagement and retention strategies without relying on cookies. For FMCG, the focus shifts to brand loyalty programs and direct consumer interactions to gather data.

Becoming Harder to Collect Customer Data

The increasing difficulty in collecting consumer data stems from heightened privacy concerns and stricter data protection laws. Consumers are more aware and cautious about how their data is used, leading to resistance against traditional data collection methods.

For marketers, this trend means navigating a landscape where data is not as readily accessible. The challenge lies in respecting consumer privacy while still gathering meaningful insights. Retail industries must focus on building trust and transparency to encourage data sharing. E-commerce platforms need to innovate in non-intrusive data collection methods, such as enhanced customer interactions and feedback mechanisms.

The pros include building stronger customer relationships based on trust and respect for privacy. However, the cons involve the need for more sophisticated data collection strategies and potential limitations in data availability and depth.

Customers Demand Personalization

Personalization in the context of the customer journey refers to tailoring the shopping experience to individual preferences, both online and offline. This trend is significant for marketers as it directly impacts customer satisfaction and loyalty.

Personalized experiences can lead to increased customer engagement and sales for businesses. Retail industries can use personalization to enhance in-store experiences, while e-commerce platforms can tailor the online shopping journey. FMCG companies can benefit from personalized marketing messages and product recommendations.

The pros of personalization include increased customer satisfaction and potential for higher sales. However, the cons involve the complexity of effectively managing and analyzing large sets of data to create truly personalized experiences.

Brands Build Communities

Building communities means creating spaces where customers can engage with the brand and each other, often around shared interests or values. This is important for brands as it fosters loyalty and creates advocates for the brand.

In retail, community building can be around product categories or lifestyle interests. E-commerce platforms can create online communities for customer engagement and feedback. FMCG brands might focus on communities centered around specific product uses or values, like sustainability.

The pros include enhanced brand loyalty and customer engagement. The cons can involve the resources required to build and maintain these communities and the need for consistent, value-driven content to keep the community engaged.

Customers Want to Know How Brands Use Their Data

Customers increasingly want transparency in how their data is used. This trend is driven by growing privacy concerns and the desire for control over personal information.

Brands can ensure they are using data according to customer preferences by being transparent about data collection and usage practices, and by providing options for customers to control their data. This includes clear communication about data practices and easy-to-use privacy settings.

The benefit of this approach is increased customer trust and loyalty. However, the challenge lies in balancing effective data use with transparency and customer control.

In conclusion, understanding and leveraging consumer data is crucial for businesses in today’s data-driven world. NielsenIQ (NIQ) and GfK provide the expertise and tools necessary to navigate this complex landscape. From capturing and analyzing different types of consumer data to applying these insights for targeted marketing, customer profiling, and risk management, NIQ and GfK empowers businesses to make informed decisions.

Explore our range of solutions to harness the full potential of consumer data:

• NielsenIQ’s Homescan : Track, diagnose, and analyze consumer behavior from more than 250,000 households across 25 countries.
• NielsenIQ’s Omnishopper : Capture consumer purchases across online and offline channels for a complete view of changing omnichannel behaviors.
• Consumer analytics : Go deeper and create more clarity around shopper behavior with custom surveys and segmentation.
• C onsumption moments : Reveal the true motivations behind customer consumption behavior and usage to guide product innovation and marketing strategy.
• gfknewron Consumer: Understand your consumers’ behavior to redefine your success
• gfknewron Consumer Audience Profiler: Simplify the complex consumer journey into a single framework to know your buyers better than ever before
• GfK Consumer Life: A robust and stable international consumer segmentation study based on values, lifestyle, buying behavior and affinity for tech. Can be customized by market and product.

With NIQ’s and GfK’s expertise, businesses can effectively navigate the evolving landscape of consumer data, ensuring compliance, enhancing customer experiences, and driving growth.

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The past, present, and future of consumer research

• Published: 13 June 2020
• Volume 31 , pages 137–149, ( 2020 )

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• Maayan S. Malter   ORCID: orcid.org/0000-0003-0383-7925 1 ,
• Morris B. Holbrook 1 ,
• Barbara E. Kahn 2 ,
• Jeffrey R. Parker 3 &
• Donald R. Lehmann 1  

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In this article, we document the evolution of research trends (concepts, methods, and aims) within the field of consumer behavior, from the time of its early development to the present day, as a multidisciplinary area of research within marketing. We describe current changes in retailing and real-world consumption and offer suggestions on how to use observations of consumption phenomena to generate new and interesting consumer behavior research questions. Consumption continues to change with technological advancements and shifts in consumers’ values and goals. We cannot know the exact shape of things to come, but we polled a sample of leading scholars and summarize their predictions on where the field may be headed in the next twenty years.

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1 Introduction

Beginning in the late 1950s, business schools shifted from descriptive and practitioner-focused studies to more theoretically driven and academically rigorous research (Dahl et al. 1959 ). As the field expanded from an applied form of economics to embrace theories and methodologies from psychology, sociology, anthropology, and statistics, there was an increased emphasis on understanding the thoughts, desires, and experiences of individual consumers. For academic marketing, this meant that research not only focused on the decisions and strategies of marketing managers but also on the decisions and thought processes on the other side of the market—customers.

Since then, the academic study of consumer behavior has evolved and incorporated concepts and methods, not only from marketing at large but also from related social science disciplines, and from the ever-changing landscape of real-world consumption behavior. Its position as an area of study within a larger discipline that comprises researchers from diverse theoretical backgrounds and methodological training has stirred debates over its identity. One article describes consumer behavior as a multidisciplinary subdiscipline of marketing “characterized by the study of people operating in a consumer role involving acquisition, consumption, and disposition of marketplace products, services, and experiences” (MacInnis and Folkes 2009 , p. 900).

This article reviews the evolution of the field of consumer behavior over the past half century, describes its current status, and predicts how it may evolve over the next twenty years. Our review is by no means a comprehensive history of the field (see Schumann et al. 2008 ; Rapp and Hill 2015 ; Wang et al. 2015 ; Wilkie and Moore 2003 , to name a few) but rather focuses on a few key thematic developments. Though we observe many major shifts during this period, certain questions and debates have persisted: Does consumer behavior research need to be relevant to marketing managers or is there intrinsic value from studying the consumer as a project pursued for its own sake? What counts as consumption: only consumption from traditional marketplace transactions or also consumption in a broader sense of non-marketplace interactions? Which are the most appropriate theoretical traditions and methodological tools for addressing questions in consumer behavior research?

2 A brief history of consumer research over the past sixty years—1960 to 2020

In 1969, the Association for Consumer Research was founded and a yearly conference to share marketing research specifically from the consumer’s perspective was instituted. This event marked the culmination of the growing interest in the topic by formalizing it as an area of research within marketing (consumer psychology had become a formalized branch of psychology within the APA in 1960). So, what was consumer behavior before 1969? Scanning current consumer-behavior doctoral seminar syllabi reveals few works predating 1969, with most of those coming from psychology and economics, namely Herbert Simon’s A Behavioral Model of Rational Choice (1955), Abraham Maslow’s A Theory of Human Motivation (1943), and Ernest Dichter’s Handbook of Consumer Motivations (1964). In short, research that illuminated and informed our understanding of consumer behavior prior to 1969 rarely focused on marketing-specific topics, much less consumers or consumption (Dichter’s handbook being a notable exception). Yet, these works were crucial to the rise of consumer behavior research because, in the decades after 1969, there was a shift within academic marketing to thinking about research from a behavioral or decision science perspective (Wilkie and Moore 2003 ). The following section details some ways in which this shift occurred. We draw on a framework proposed by the philosopher Larry Laudan ( 1986 ), who distinguished among three inter-related aspects of scientific inquiry—namely, concepts (the relevant ideas, theories, hypotheses, and constructs); methods (the techniques employed to test and validate these concepts); and aims (the purposes or goals that motivate the investigation).

2.1 Key concepts in the late - 1960s

During the late-1960s, we tended to view the buyer as a computer-like machine for processing information according to various formal rules that embody economic rationality to form a preference for one or another option in order to arrive at a purchase decision. This view tended to manifest itself in a couple of conspicuous ways. The first was a model of buyer behavior introduced by John Howard in 1963 in the second edition of his marketing textbook and quickly adopted by virtually every theorist working in our field—including, Howard and Sheth (of course), Engel-Kollat-&-Blackwell, Franco Nicosia, Alan Andreasen, Jim Bettman, and Joel Cohen. Howard’s great innovation—which he based on a scheme that he had found in the work of Plato (namely, the linkages among Cognition, Affect, and Conation)—took the form of a boxes-and-arrows formulation heavily influenced by the approach to organizational behavior theory that Howard (University of Pittsburgh) had picked up from Herbert Simon (Carnegie Melon University). The model represented a chain of events

where I = inputs of information (from advertising, word-of-mouth, brand features, etc.); C = cognitions (beliefs or perceptions about a brand); A = Affect (liking or preference for the brand); B = behavior (purchase of the brand); and S = satisfaction (post-purchase evaluation of the brand that feeds back onto earlier stages of the sequence, according to a learning model in which reinforced behavior tends to be repeated). This formulation lay at the heart of Howard’s work, which he updated, elaborated on, and streamlined over the remainder of his career. Importantly, it informed virtually every buyer-behavior model that blossomed forth during the last half of the twentieth century.

To represent the link between cognitions and affect, buyer-behavior researchers used various forms of the multi-attribute attitude model (MAAM), originally proposed by psychologists such as Fishbein and Rosenberg as part of what Fishbein and Ajzen ( 1975 ) called the theory of reasoned action. Under MAAM, cognitions (beliefs about brand attributes) are weighted by their importance and summed to create an explanation or prediction of affect (liking for a brand or preference for one brand versus another), which in turn determines behavior (choice of a brand or intention to purchase a brand). This took the work of economist Kelvin Lancaster (with whom Howard interacted), which assumed attitude was based on objective attributes, and extended it to include subjective ones (Lancaster 1966 ; Ratchford 1975 ). Overall, the set of concepts that prevailed in the late-1960s assumed the buyer exhibited economic rationality and acted as a computer-like information-processing machine when making purchase decisions.

2.2 Favored methods in the late-1960s

The methods favored during the late-1960s tended to be almost exclusively neo-positivistic in nature. That is, buyer-behavior research adopted the kinds of methodological rigor that we associate with the physical sciences and the hypothetico-deductive approaches advocated by the neo-positivistic philosophers of science.

Thus, the accepted approaches tended to be either experimental or survey based. For example, numerous laboratory studies tested variations of the MAAM and focused on questions about how to measure beliefs, how to weight the beliefs, how to combine the weighted beliefs, and so forth (e.g., Beckwith and Lehmann 1973 ). Here again, these assumed a rational economic decision-maker who processed information something like a computer.

Seeking rigor, buyer-behavior studies tended to be quantitative in their analyses, employing multivariate statistics, structural equation models, multidimensional scaling, conjoint analysis, and other mathematically sophisticated techniques. For example, various attempts to test the ICABS formulation developed simultaneous (now called structural) equation models such as those deployed by Farley and Ring ( 1970 , 1974 ) to test the Howard and Sheth ( 1969 ) model and by Beckwith and Lehmann ( 1973 ) to measure halo effects.

2.3 Aims in the late-1960s

During this time period, buyer-behavior research was still considered a subdivision of marketing research, the purpose of which was to provide insights useful to marketing managers in making strategic decisions. Essentially, every paper concluded with a section on “Implications for Marketing Managers.” Authors who failed to conform to this expectation could generally count on having their work rejected by leading journals such as the Journal of Marketing Research ( JMR ) and the Journal of Marketing ( JM ).

2.4 Summary—the three R’s in the late-1960s

Starting in the late-1960s to the early-1980s, virtually every buyer-behavior researcher followed the traditional approach to concepts, methods, and aims, now encapsulated under what we might call the three R’s —namely, rationality , rigor , and relevance . However, as we transitioned into the 1980s and beyond, that changed as some (though by no means all) consumer researchers began to expand their approaches and to evolve different perspectives.

2.5 Concepts after 1980

In some circles, the traditional emphasis on the buyer’s rationality—that is, a view of the buyer as a rational-economic, decision-oriented, information-processing, computer-like machine for making choices—began to evolve in at least two primary ways.

First, behavioral economics (originally studied in marketing under the label Behavioral Decision Theory)—developed in psychology by Kahneman and Tversky, in economics by Thaler, and applied in marketing by a number of forward-thinking theorists (e.g., Eric Johnson, Jim Bettman, John Payne, Itamar Simonson, Jay Russo, Joel Huber, and more recently, Dan Ariely)—challenged the rationality of consumers as decision-makers. It was shown that numerous commonly used decision heuristics depart from rational choice and are exceptions to the traditional assumptions of economic rationality. This trend shed light on understanding consumer financial decision-making (Prelec and Loewenstein 1998 ; Gourville 1998 ; Lynch Jr 2011 ) and how to develop “nudges” to help consumers make better decisions for their personal finances (summarized in Johnson et al. 2012 ).

Second, the emerging experiential view (anticipated by Alderson, Levy, and others; developed by Holbrook and Hirschman, and embellished by Schmitt, Pine, and Gilmore, and countless followers) regarded consumers as flesh-and-blood human beings (rather than as information-processing computer-like machines), focused on hedonic aspects of consumption, and expanded the concepts embodied by ICABS (Table 1 ).

2.6 Methods after 1980

The two burgeoning areas of research—behavioral economics and experiential theories—differed in their methodological approaches. The former relied on controlled randomized experiments with a focus on decision strategies and behavioral outcomes. For example, experiments tested the process by which consumers evaluate options using information display boards and “Mouselab” matrices of aspects and attributes (Payne et al. 1988 ). This school of thought also focused on behavioral dependent measures, such as choice (Huber et al. 1982 ; Simonson 1989 ; Iyengar and Lepper 2000 ).

The latter was influenced by post-positivistic philosophers of science—such as Thomas Kuhn, Paul Feyerabend, and Richard Rorty—and approaches expanded to include various qualitative techniques (interpretive, ethnographic, humanistic, and even introspective methods) not previously prominent in the field of consumer research. These included:

Interpretive approaches —such as those drawing on semiotics and hermeneutics—in an effort to gain a richer understanding of the symbolic meanings involved in consumption experiences;

Ethnographic approaches — borrowed from cultural anthropology—such as those illustrated by the influential Consumer Behavior Odyssey (Belk et al. 1989 ) and its discoveries about phenomena related to sacred aspects of consumption or the deep meanings of collections and other possessions;

Humanistic approaches —such as those borrowed from cultural studies or from literary criticism and more recently gathered together under the general heading of consumer culture theory ( CCT );

Introspective or autoethnographic approaches —such as those associated with a method called subjective personal introspection ( SPI ) that various consumer researchers like Sidney Levy and Steve Gould have pursued to gain insights based on their own private lives.

These qualitative approaches tended not to appear in the more traditional journals such as the Journal of Marketing , Journal of Marketing Research , or Marketing Science . However, newer journals such as Consumption, Markets, & Culture and Marketing Theory began to publish papers that drew on the various interpretive, ethnographic, humanistic, or introspective methods.

2.7 Aims after 1980

In 1974, consumer research finally got its own journal with the launch of the Journal of Consumer Research ( JCR ). The early editors of JCR —especially Bob Ferber, Hal Kassarjian, and Jim Bettman—held a rather divergent attitude about the importance or even the desirability of managerial relevance as a key goal of consumer studies. Under their influence, some researchers began to believe that consumer behavior is a phenomenon worthy of study in its own right—purely for the purpose of understanding it better. The journal incorporated articles from an array of methodologies: quantitative (both secondary data analysis and experimental techniques) and qualitative. The “right” balance between theoretical insight and substantive relevance—which are not in inherent conflict—is a matter of debate to this day and will likely continue to be debated well into the future.

2.8 Summary—the three I’s after 1980

In sum, beginning in the early-1980s, consumer research branched out. Much of the work in consumer studies remained within the earlier tradition of the three R’s—that is, rationality (an information-processing decision-oriented buyer), rigor (neo-positivistic experimental designs and quantitative techniques), and relevance (usefulness to marketing managers). Nonetheless, many studies embraced enlarged views of the three major aspects that might be called the three I’s —that is, irrationality (broadened perspectives that incorporate illogical, heuristic, experiential, or hedonic aspects of consumption), interpretation (various qualitative or “postmodern” approaches), and intrinsic motivation (the joy of pursuing a managerially irrelevant consumer study purely for the sake of satisfying one’s own curiosity, without concern for whether it does or does not help a marketing practitioner make a bigger profit).

3 The present—the consumer behavior field today

3.1 present concepts.

In recent years, technological changes have significantly influenced the nature of consumption as the customer journey has transitioned to include more interaction on digital platforms that complements interaction in physical stores. This shift poses a major conceptual challenge in understanding if and how these technological changes affect consumption. Does the medium through which consumption occurs fundamentally alter the psychological and social processes identified in earlier research? In addition, this shift allows us to collect more data at different stages of the customer journey, which further allows us to analyze behavior in ways that were not previously available.

Revisiting the ICABS framework, many of the previous concepts are still present, but we are now addressing them through a lens of technological change (Table 2 )

. In recent years, a number of concepts (e.g., identity, beliefs/lay theories, affect as information, self-control, time, psychological ownership, search for meaning and happiness, social belonging, creativity, and status) have emerged as integral factors that influence and are influenced by consumption. To better understand these concepts, a number of influential theories from social psychology have been adopted into consumer behavior research. Self-construal (Markus and Kitayama 1991 ), regulatory focus (Higgins 1998 ), construal level (Trope and Liberman 2010 ), and goal systems (Kruglanski et al. 2002 ) all provide social-cognition frameworks through which consumer behavior researchers study the psychological processes behind consumer behavior. This “adoption” of social psychological theories into consumer behavior is a symbiotic relationship that further enhances the theories. Tory Higgins happily stated that he learned more about his own theories from the work of marketing academics (he cited Angela Lee and Michel Pham) in further testing and extending them.

3.2 Present Methods

Not only have technological advancements changed the nature of consumption but they have also significantly influenced the methods used in consumer research by adding both new sources of data and improved analytical tools (Ding et al. 2020 ). Researchers continue to use traditional methods from psychology in empirical research (scale development, laboratory experiments, quantitative analyses, etc.) and interpretive approaches in qualitative research. Additionally, online experiments using participants from panels such as Amazon Mechanical Turk and Prolific have become commonplace in the last decade. While they raise concerns about the quality of the data and about the external validity of the results, these online experiments have greatly increased the speed and decreased the cost of collecting data, so researchers continue to use them, albeit with some caution. Reminiscent of the discussion in the 1970s and 1980s about the use of student subjects, the projectability of the online responses and of an increasingly conditioned “professional” group of online respondents (MTurkers) is a major concern.

Technology has also changed research methodology. Currently, there is a large increase in the use of secondary data thanks to the availability of Big Data about online and offline behavior. Methods in computer science have advanced our ability to analyze large corpuses of unstructured data (text, voice, visual images) in an efficient and rigorous way and, thus, to tap into a wealth of nuanced thoughts, feelings, and behaviors heretofore only accessible to qualitative researchers through laboriously conducted content analyses. There are also new neuro-marketing techniques like eye-tracking, fMRI’s, body arousal measures (e.g., heart rate, sweat), and emotion detectors that allow us to measure automatic responses. Lastly, there has been an increase in large-scale field experiments that can be run in online B2C marketplaces.

3.3 Present Aims

Along with a focus on real-world observations and data, there is a renewed emphasis on managerial relevance. Countless conference addresses and editorials in JCR , JCP , and other journals have emphasized the importance of making consumer research useful outside of academia—that is, to help companies, policy makers, and consumers. For instance, understanding how the “new” consumer interacts over time with other consumers and companies in the current marketplace is a key area for future research. As global and social concerns become more salient in all aspects of life, issues of long-term sustainability, social equality, and ethical business practices have also become more central research topics. Fortunately, despite this emphasis on relevance, theoretical contributions and novel ideas are still highly valued. An appropriate balance of theory and practice has become the holy grail of consumer research.

The effects of the current trends in real-world consumption will increase in magnitude with time as more consumers are digitally native. Therefore, a better understanding of current consumer behavior can give us insights and help predict how it will continue to evolve in the years to come.

4 The future—the consumer behavior field in 2040

The other papers use 2030 as a target year but we asked our survey respondents to make predictions for 2040 and thus we have a different future target year.

Niels Bohr once said, “Prediction is very difficult, especially if it’s about the future.” Indeed, it would be a fool’s errand for a single person to hazard a guess about the state of the consumer behavior field twenty years from now. Therefore, predictions from 34 active consumer researchers were collected to address this task. Here, we briefly summarize those predictions.

4.1 Future Concepts

While few respondents proffered guesses regarding specific concepts that would be of interest twenty years from now, many suggested broad topics and trends they expected to see in the field. Expectations for topics could largely be grouped into three main areas. Many suspected that we will be examining essentially the same core topics, perhaps at a finer-grained level, from different perspectives or in ways that we currently cannot utilize due to methodological limitations (more on methods below). A second contingent predicted that much research would center on the impending crises the world faces today, most mentioning environmental and social issues (the COVID-19 pandemic had not yet begun when these predictions were collected and, unsurprisingly, was not anticipated by any of our respondents). The last group, citing the widely expected profound impact of AI on consumers’ lives, argued that AI and other technology-related topics will be dominant subjects in consumer research circa 2040.

While the topic of technology is likely to be focal in the field, our current expectations for the impact of technology on consumers’ lives are narrower than it should be. Rather than merely offering innumerable conveniences and experiences, it seems likely that technology will begin to be integrated into consumers’ thoughts, identities, and personal relationships—probably sooner than we collectively expect. The integration of machines into humans’ bodies and lives will present the field with an expanding list of research questions that do not exist today. For example, how will the concepts of the self, identity, privacy, and goal pursuit change when web-connected technology seamlessly integrates with human consciousness and cognition? Major questions will also need to be answered regarding philosophy of mind, ethics, and social inequality. We suspect that the impact of technology on consumers and consumer research will be far broader than most consumer-behavior researchers anticipate.

As for broader trends within consumer research, there were two camps: (1) those who expect (or hope) that dominant theories (both current and yet to be developed) will become more integrated and comprehensive and (2) those who expect theoretical contributions to become smaller and smaller, to the point of becoming trivial. Both groups felt that current researchers are filling smaller cracks than before, but disagreed on how this would ultimately be resolved.

4.2 Future Methods

As was the case with concepts, respondents’ expectations regarding consumer-research methodologies in 2030 can also be divided into three broad baskets. Unsurprisingly, many indicated that we would be using many technologies not currently available or in wide use. Perhaps more surprising was that most cited the use of technology such as AI, machine-learning algorithms, and robots in designing—as opposed to executing or analyzing—experiments. (Some did point to the use of technologies such as virtual reality in the actual execution of experiments.) The second camp indicated that a focus on reliable and replicable results (discussed further below) will encourage a greater tendency for pre-registering studies, more use of “Big Data,” and a demand for more studies per paper (versus more papers per topic, which some believe is a more fruitful direction). Finally, the third lot indicated that “real data” would be in high demand, thereby necessitating the use of incentive-compatible, consequential dependent variables and a greater prevalence of field studies in consumer research.

As a result, young scholars would benefit from developing a “toolkit” of methodologies for collecting and analyzing the abundant new data of interest to the field. This includes (but is not limited to) a deep understanding of designing and implementing field studies (Gerber and Green 2012 ), data analysis software (R, Python, etc.), text mining and analysis (Humphreys and Wang 2018 ), and analytical tools for other unstructured forms of data such as image and sound. The replication crisis in experimental research means that future scholars will also need to take a more critical approach to validity (internal, external, construct), statistical power, and significance in their work.

4.3 Future Aims

While there was an air of existential concern about the future of the field, most agreed that the trend will be toward increasing the relevance and reliability of consumer research. Specifically, echoing calls from journals and thought leaders, the respondents felt that papers will need to offer more actionable implications for consumers, managers, or policy makers. However, few thought that this increased focus would come at the expense of theoretical insights, suggesting a more demanding overall standard for consumer research in 2040. Likewise, most felt that methodological transparency, open access to data and materials, and study pre-registration will become the norm as the field seeks to allay concerns about the reliability and meaningfulness of its research findings.

4.4 Summary - Future research questions and directions

Despite some well-justified pessimism, the future of consumer research is as bright as ever. As we revised this paper amidst the COVID-19 pandemic, it was clear that many aspects of marketplace behavior, consumption, and life in general will change as a result of this unprecedented global crisis. Given this, and the radical technological, social, and environmental changes that loom on the horizon, consumer researchers will have a treasure trove of topics to tackle in the next ten years, many of which will carry profound substantive importance. While research approaches will evolve, the core goals will remain consistent—namely, to generate theoretically insightful, empirically supported, and substantively impactful research (Table 3 ).

5 Conclusion

At any given moment in time, the focal concepts, methods, and aims of consumer-behavior scholarship reflect both the prior development of the field and trends in the larger scientific community. However, despite shifting trends, the core of the field has remained constant—namely, to understand the motivations, thought processes, and experiences of individuals as they consume goods, services, information, and other offerings, and to use these insights to develop interventions to improve both marketing strategy for firms and consumer welfare for individuals and groups. Amidst the excitement of new technologies, social trends, and consumption experiences, it is important to look back and remind ourselves of the insights the field has already generated. Effectively integrating these past findings with new observations and fresh research will help the field advance our understanding of consumer behavior.

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Malter, M.S., Holbrook, M.B., Kahn, B.E. et al. The past, present, and future of consumer research. Mark Lett 31 , 137–149 (2020). https://doi.org/10.1007/s11002-020-09526-8

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