Adam Soccolich interviewed Brian Solis about the December 2021 edition of The Entrepreneur.This article has been produced in print and can also be found in Entrepreneur Network (Subscription required).
Four major questions about 2022 will be answered by the world’s top super predictors
Consumer Behavior
What do customers want or expect more?
In addition to the millennials and centennials who are frequently checked, the new generation of consumers I call Gen N—N stands for “fiction”—is now driving business transformation. It includes everyone who has become a digital priority out of necessity during COVID-19 and is affected by the emotional and psychological effects of these times of stress, frustration, division, and enlightenment. Brands will win them not only through digitalization, but also through relevance and organization around digital empathy, insight, and engagement. McKinsey’s data shows that loyalty is competing globally. For example, in the United States, 73% of consumers have tried new shopping behaviors and brands, and up to 83% of consumers plan to stick to new shopping behaviors and brands after the pandemic. This means that retention rates are crucial, and acquisitions are a growth opportunity. “— Brian Solis, Salesforce Global Innovation Evangelist
