The New Consumer: A Phygital World

Ken Hughes

Ken Huhges
Hør Ken Hughess speak: Aarhus Islands Brygge

The world is changing. Gen Z and Millennial culture continues to disrupt and enabling technology catalyses the change. The 20-35 year-old consumer of today has a different value system to the Gen X or Baby Boomer generation that came before.

This Uber, Airbnb and Snapchat generation demand things are instant, frictionless and seamless. They live in a world of one-click, a world where you are rightfully placed at the centre of everything. Knowing who they are and what they want at every point of the customer journey is critical.

Anthropologically, these are interesting times. Tinder teaches us we can find a partner with one swipe. Bored already? Simple, swipe again. Amazon’s Alexa teaches us that we can have whatever we want just by shouting across our kitchen. If modern brands and need to stay relevant, they need to understand the new value systems. As researchers and insight analysts, understanding this new consumer has never been more important.

To be relevant today you need to know your consumer (hyper personalisation), be authentic (be part of their peer network), communicate to the customer in context (using Identity) and to create experiences that the consumer wants to share on your behalf.

Digital natives make up over 50% of the modern-day consumer population already. If you fail to understand what they want, the game is.

Om Ken Hughes

Keynote speaker og leading consumer and shopper behaviouralist

Ken Hughes

With over 17 years’ experience as CEO of a consumer insight agency, he blends his understanding of consumer psychology, shopper immersion, digital anthropology and retail futurology to explore the needs of the new consumer and predict the changes to come.

Ken advises some of the biggest brands in the world on customer experience, omnichannel strategy, shopper marketing, retail trends, the millennial and Gen Z shopper and the peerto-peer economy.

As an accomplished author, TED speaker, university lecturer and actor, his performances are not only insightful and thought-provoking but are infamous for their sheer energy, entertainment and passion.

kenhughes.info – Twitter

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