The McKinsey whitepaper explores how consumer habits post-COVID have become permanent, reshaping global markets. Five key trends define 2025: consumers spend more time alone and online, trust family over digital channels for decisions, Gen Z’s spending power rises, local brands gain traction, and shoppers redefine value by trading down in some areas to splurge in others. Despite inflation worries, many consumers continue to indulge selectively. To succeed, brands must personalize experiences, optimize pricing with AI, tailor portfolios for growth, and rewire tech capabilities for agility in a disrupted, unpredictable environment.

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