They want it all,
they want it now

Brands are responding to global uncertainty
by getting closer to consumers and focusing on
unmet needs.

Brands are responding to global uncertainty by getting closer to consumers

This includes the development of both omnichannel and direct-to-consumer business models. It also includes innovative use of consumer data and new marketing channels. In addition, consumer-centricity is increasing the importance of differentiators such as sustainability.

More direct: Direct-to-consumer (DTC) sales grew 45% in 2020 and are expected to grow 20% in the coming years. Manufacturers are keen to continue this momentum since the margin savings of bypassing traditional channel partners can be as high as 40% – KPMG

More sustainable: 40% of British consumers choose brands that have environmentally sustainable practices and values and 34% stop purchasing certain products if they have ethical or sustainability related concerns about them – Deloitte

More connected: By 2025, the top 50 consumer goods manufacturers will have invested in a brand app using AI, embedded technology in the product, videos as a digital asset and/or integrated innovation with IT.

Workforce implications:

Growing need for talent to support the scaling of DTC capabilities such as e-commerce platforms or logistics
Growing demand for talent with green skills such as electric vehicle maintenance, green chemistry or remanufacturing
Strong demand for application development and data science expertise will continue.

DIRECT-TO-CONSUMER (DTC) SALES GREW 45% IN 2020 & ARE EXPECTED TO GROW 20% IN THE COMING YEARS