A majority of Canadian consumers, 64%, expect companies to adapt more quickly to their new expectations in the face of inflation and climate change.
Overall, 67% of Canadian consumers admit that rising prices have prompted them to choose cheaper brands for their recent purchases. And this despite the fact that the pandemic has prompted them to live more sustainably.
That’s according to a new report from consulting firm Accenture, The Human Paradox: From Client to Living, released Wednesday.
In this context of “disruption”, two-thirds of those surveyed expect companies to understand their changing needs and their “paradoxical behavior” through appropriate offers and recommendations.
According to the study, although 66% of Canadian consumers say their choices are driven by their own needs, about 72% of them believe they can have a personal impact on the world and their community through their behavior when they shop.
relevance gap
“There is a growing gap between what consumers need, what matters to them, and what companies are offering, creating a relevance gap. We believe companies can bridge this gap and herald significant growth by shifting their focus from driving consumption to making a meaningful contribution to customers’ lives,” said Baiju Shah, Accenture Song’s chief strategy officer, in a Explanation.
The report therefore finds that companies that take a “life-centric” approach, connecting “the experiential interaction between the ever-changing lives of customers and the external forces that influence them every day” are best positioned to “be in to be successful in the future”. and “create relevant brands, products or services”.
To conduct this survey, Accenture surveyed 25,908 consumers in 22 countries between January and February 2022. The study was then updated with a survey of more than 13,000 consumers in 11 countries in April and 12 countries in June 2022.