Today’s consumer grows more complex by the day. Tomorrow’s consumer is less predictable than ever. And the collision of geographic, geopolitical, demographic and technological revolutions has created a ‘perfect storm’ that’s making customer centricity a prerequisite for survival, far from simply a management ideal.
In the second edition of Me, my life, my wallet, KPMG has continued its exploration of the multidimensional customer — what’s truly driving behaviour and choices — and how this is set to change as the customer of tomorrow emerges. The report builds on the first edition’s unique and multi-layered research methodology developed by KPMG Innovation Labs with an even more ambitious research endeavour, drawing on new insights from across the KPMG network.
This year’s edition is based on ethnographic interviews and an online survey, conducted during 2018, by GLG and Foresight Factory on behalf of KPMG International for Me, my life, my wallet. The survey included nearly 25,000 consumers across Brazil, Canada, China, France, India, the UAE, the UK and the US.
The research explores six key themes of critical importance to organizations and institutions around the world: Trust, data, wealth and retirement, generational surfing, the customer of the future, and the B2B customer.