"Today, consumers have very little loyalty towards brands in the traditional sense. The expectation is that companies act and those actions must be connected to their values and culture."

- Lars Petersson

APCO IAC Member, Former President of IKEA U.S.

For more on global consumers and why flying under the radar is no longer an option for brands, click here.

Meeting the Future Demands and Expectations of Consumers

Studies have consistently shown that today’s consumers are demanding more from brands and expect corporate leaders to use their businesses to do good for society.
 

APCO Insight’s Vaishali Udani and Katie Sprehe share key research findings on the changing expectations of consumers and tips for what companies can do to be prepared for tomorrow.

More on the Consumer of the Future from APCO’s Global Team

Advertising to the Consumer of the Future

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"How to reach and engage consumers with advertising content that achieves brand loyalty will be an ongoing challenge for companies. But whatever creative messaging or clever medium is used in the future, one old-fashioned principle will continue to be critical, trustworthiness."

- Elaine Kolish, APCO IAC

Click here for more.

Stakeholder Value for the Investors of the Future

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"The investors of today understand that successful companies need to be able to drive innovation and deliver transformative solutions that benefit customers and society. CEOs need to lead their organizations in assessing corporate purpose, and then they need to act."

- Jeff Zelkowitz, New York

Click here for more.

Media Relations for the Consumer of the Future

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"The way people consume media is going to continue to evolve, but the role of media relations in the communications mix remains complex and relevant. With the ability to be more creative and strategic than ever before, there are plentiful opportunities for communicators to get stories and messages in front of and shared among our target audiences."

- Iris Shaffer, Chicago

Click here for more.

Stepping Up and Standing for Something

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"We’re operating in a divisive digital environment where people are actively advocating for issues, engaging only with brands that align with their values and being openly vocal about brands they think are doing it wrong. The pressure is on for companies to continually push towards and build authentic connections with their key audiences."

- Nicole Monge, Washington

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Lean in, Listen and Deliver

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"How people spend their money is the reflection of what they care about. Consumers of the future have their own wants, and it's the responsibility of every corporate communicator to lean in, listen and craft an approach to deliver to them."

- Yaxi Lu, Tokyo

Click here for more.

The Traveler of the Future

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"Fundamental trends are shaping the future of the travel and hospitality industry. Destinations that can adapt and cater to the evolving consumer expectations will set themselves up for success as travelers seek new and dynamic experiences around the world."

- Liam D. Clarke, Riyadh & Kevin Hasler, Dubai

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Omnichannel Approaches to Build Customer Loyalty

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"Today, organizations sell experiences, rather than just products. In the retail industry, some of the world’s biggest brands have moved to an omnichannel approach, in an effort to provide customers with a fulfilling, vibrant and engaging experience with their brands."

- Tania Ameer, New Delhi

Click here for more.

Content for the Consumer of the Future

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"To meet the consumer of the future where they are in their lives, in a meaningful way, it takes evolved, involved creative. Good creative is about tapping into societal context of the day and making people feel first and think second."

- Howard Pulchin & Julie Jack, 
New York

Click here for more.

Click here for additional insights on the consumer of the future from APCO's global team.

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