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‘Zero consumers’: What they want and why it matters – McKinsey

‘Zero consumers’: What they want and why it matters – McKinsey

You might not call yourself one, but you are probably a “zero consumer.” A diverse and growing segment, zero consumers share the following attributes: they’re omnichannel shoppers, they scrimp and splurge at the same time, they’re not loyal to brands, and they care about health and sustainability (even though they aren’t always willing to pay for it). They’re certainly everywhere in Asia, but they are a global phenomenon as well—and companies that don’t pay close attention to them could soon become irrelevant.Anticipating and responding to what zero consumers want is just one of the challenges that consumer companies confront today. Another, equally… 

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