A global series of focus groups conducted by A.T. Kearney revealed historic shifts in the consumer mindset. How are leading CPG and Retail companies responding? We asked 270 CEOs, CFOs, COOs from around the world. The findings were presented by A.T. Kearney’s Greg Portell and Abby Klanecky at the Consumer Goods Forum 2018 Global Summit in Singapore.

1. Consumer
Centric:
From Idle
to Agile
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2. Millennials and Gen Z
Two generations will
make up more than
two-thirds of the
world’s population
by 2030.
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70%

3. Request a briefingConsumer Centric: From Idle to Agile
“You can’t
define me.”
In A.T. Kearney focus
groups involving
thousands of consumers
worldwide, Gen Z and
Millennials stressed that
they want to be served
individually—not as members
of a predefined cohort.

4. As digitally connected consumers, Gen Z and
Millennials can change the fate of brands with
relative ease.
We are living in an “Age of Influence”
where consumers have the power.
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5. Consumers
Relationship
Marketing
Indicators
Affluence-driven
I am what I own
Transaction-based
Mass
Known trends
Influence-led
I am what I do
Trust-based
Personal
The signals
The result? Historic shifts
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6. Request a briefingConsumer Centric: From Idle to Agile
Consumers
are waiting for
companies to get
more personal.
Companies that
want to grow need to
learn to serve individuals
rather than traditional
demographic groups.
learn to serve individualslearn to serve individuals

7. 270 CEOs, CFOs, COOs
representing
$1.5 trillion+in combined annual sales
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How aggressively are companies
adapting to these shifts? We asked…
Source: A.T. Kearney global executive survey
$1.5 trillion+in combined annual sales
$1.5 trillion+in combined annual sales
$1.5 trillion+
Source: A.T. Kearney global executive survey

8. Consumer Centric: From Idle to Agile Request a briefing
of companies rely
on stale methods
(discounts and loyalty
programs) to gather
the data needed to
personally serve
consumers.
70% 89%prioritize cultural
fit over disruptive
thinking when
recruiting new
talent.

9. Consumer Centric: From Idle to Agile Request a briefing
The executives we
surveyed estimate that
by improving agility
to give consumers
more precisely what
they want, their
companies could
achieve a 23% lift
in revenue, on
average.
$345
billion

10. Consumer Centric: From Idle to Agile Request a briefing
To spur fresh
revenue growth,
CPG and retail
companies need
to move away
from operating
as they always
have…
From idle…

11. Consumer Centric: From Idle to Agile Request a briefing
…and nimbly innovate
to deliver what today’s
consumers say they
want and expect.
…to agile

12. Consumer Centric: From Idle to Agile Request a briefing
Idle Agile
• Struggling against paralyzing complexity
and slow top-down decision-making
• Broadcasting to consumers, trying to power
a way into their consciousness
• Collecting and analyzing consumer data, seeking
insights into what consumers might buy
• Following trends with offers that try to
catch up
• Creating small teams that are attuned to consumers
and free to follow their instincts
• Listening to consumers and translating the messages
heard into better ways to meet their needs
• Actively engaging with consumers to understand
and serve them personally
• Shaping trends, with offers that actually create new
kinds of consumer demand

13. A.T. Kearney is a leading global management consulting firm with offices in 40 countries.
Since 1926, we have been trusted advisors to the world’s foremost organizations. A.T. Kearney
is a partner-owned firm, committed to helping clients achieve immediate impact and growing
advantage on their most mission-critical issues. For more information, visit www.atkearney.com.
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Learn more about how A.T. Kearney
can help your business shift from
Idle to Agile:
Consumer Centric: From Idle to Agile