Trends Report

The Enigma Of The New Norm: Direct-To-Consumer Disruption

Return To The Core Of Best-In-Class Marketing To Solve Three Consumer Paradoxes

June 13th, 2019
Anjali Lai, null
Anjali Lai
With contributors:
Keith Johnston , Alex Sobchuk , Rachel Birrell


Direct-to-consumer (DTC) startups are storming onto the scene with a provocative brand ethos and unconventional business models that threaten retailer market share. VCs bet big on these bold brands, while critics call out the hype. Our multimethod study reveals that the DTC craze signals three growing paradoxes in consumer decision making that will reset expectations across industries. But CMOs don't need to reinvent the marketing wheel to solve these: Instead, hone classic marketing techniques to emphasize customer needs and the customer experience.

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