Meet "The Zero Consumer"!

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There's a new type of customer in town, and you need to know and understand them. McKinsey has coined the term "Zero Consumer".

file:///C:/Users/Richard/Downloads/December%202023%20-%20The%20Zero%20Consumer.pdf

Food Distribution Guy's 3 Brand Strategies – Sales Perspective

1. Zero consumers are omni-channel shoppers. Brands require a multi-channel strategy, including retailers' online platform, and Amazon.

2. Zero consumers are inclined to scrimp, especially on food. Brands require an extremely competitive retail, coupled with consistently high-quality products.

3. Zero consumers care about sustainability and personalization. Brands need to earn their trust and demonstrate they care about people and the planet. Personalized

messaging through social media, on-line content, and an in-store experience are the keys to success

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Interesting information RIchard - as usual!

I feel like the Zero consumer has zero chance of being fully satisfied. getting great quality, price and sustainability in one product or experience is going to be difficult. That said, I do agree that this sentiment is rising. What retailers in Canada do you see working to satisfy this demographic?