# Meet "The Zero Consumer"! **URL:** \ **Category:** Open Forum\ **Tags:** consumer-apps-services, market-access-commercialization\ **Created:** [November 23, 2023, 12:01pm UTC](https://yodl.cfin-rcia.ca/t/meet-the-zero-consumer/182 "2023-11-23T12:01:00Z")\ **Posts on this page:** 2\ **Page:** 1
**Author:** ![richardbaker](https://yodl.cfin-rcia.ca/letter_avatar_proxy/v4/letter/r/4bc9b0/32.png) [@richardbaker](https://yodl.cfin-rcia.ca/u/richardbaker)\ **Post date:** [November 23, 2023, 12:01pm UTC](https://yodl.cfin-rcia.ca/t/meet-the-zero-consumer/182/1 "2023-11-23T12:01:00Z")
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_ ---
**Author:** ![dana](https://yodl.cfin-rcia.ca/user_avatar/yodl.cfin-rcia.ca/dana/32/1204_2.png) [@dana](https://yodl.cfin-rcia.ca/u/dana)\ **Post date:** [November 24, 2023, 9:25am UTC](https://yodl.cfin-rcia.ca/t/meet-the-zero-consumer/182/2 "2023-11-24T09:25:00Z")
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?