Technology to navigate reality in a different way, the expectation that brands do the same, and the perception that online and offline shopping are not so different because everything should be connected all the time are characteristics that define today's consumers, who expect companies to be able to satisfy their needs and comply with social and environmental responsibility.

Those who choose products and brands based on how much they align with their values ​​represent 44% of consumers.

To get a clearer picture of the demands redefining consumer behavior, the IBM Institute for Business Value (IBV) released a global survey conducted in September last year of more than 19,000 people in 28 countries in partnership with the National Retail Federation (NRF).

It was found that consumers view digital tools as a necessary part of the shopping experience, expect stores to be digitally enabled and for brands and retailers to combine physical and digital channels. Generation Z uses hybrid shopping more than any other generation (36%) and is the primary purchasing method for 27% of all consumers.

Consumers of all ages are looking for brands and retailers that help them shop more sustainably, and those who prioritize brands that align with their values ​​make up the largest consumer segment across all product categories.

Controlling the shopping experience

Analysis from the IBM Institute for Business Value adds that this year brands and retailers have the opportunity to build more profitable relationships with customers, but they must prove themselves to consumers who demand more across the board.

72% rely on stores as part of their primary shopping method, but supply chain disruption and talent shortages are putting pressure on the retail and consumer sectors and businesses must become more creative and efficient. In response, more than half of retail (58%) and consumer products (55%) executives are focused on adapting more quickly to changes in demand.

In this environment, both retailers and brands must lead by using technology as a differentiator to enable customers to build their own shopping journeys and help consumers live their values ​​through the products they buy, including how they are sourced, manufactured and delivered – something that starts with understanding what customers really want.