New consumer behavior - new brand management

Consumer behavior in 2023 - first Corona, then the Ukraine war with its consequences such as inflation. How consumers are reacting to these developments and what this means for brand management is revealed by experts such as Jens Krüger, CEO of Bonsai Research in the current issue of "Markenartikel.

Half of consumers are observing changes in their own consumer behavior: This has an impact on brand management. "After all, there is no such thing as the one buying behavior of people. With the ever-increasing fragmentation of our society, behavior is also becoming more and more differentiated, emphasizes Jens Krüger in the "Markenartikel" magazine round table: "Of course there is a reluctance to buy, especially where money is becoming tighter in the face of rising prices. But consumption will always remain a statement," says Krüger. Joining him to discuss the impact of these and other current findings on brand management in "Markenartikel" are Petra Süptitz (GfK), Walter Freese (Interrogare), Ralph Ohnemus (K&A Brand Research) and Stephan Telschow (GIM). You can find an excerpt of the discussion here: