Trends Report

What Consumers Will Do Next And Why

CMOs: Apply Four Risk Profiles To Understand Consumers' Pandemic Response And Recovery

September 14th, 2020
Anjali Lai, null
Anjali Lai
With contributors:
Keith Johnston , Martin Gill , Xiaofeng Wang , Thomas Husson , Nick Monroe , Alex Sobchuk , Rachel Birrell


The COVID-19 pandemic has rocked businesses, forecasts, and expectations about consumer behavior. As changing conditions and looming uncertainties cloud consumer spend, which constitutes an average of 60% of GDP globally, business leaders must grasp how the emotions that drive behavior are shaping consumer desires and activities. CMOs should read this report to make sense of the most important emotions influencing current consumer decisions and to develop a view of which resources consumers will reach for next and why.

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