Perfect Marketing

A recent report, "The New Consumer Behavior Paradigm" by PricewaterhouseCoopers and Kantar Retail, portrays a new consumer emerging from the recession, one that has learned that "the time invested in incorporating tools into the shopping experience, i.e., more involvement in the process, yielded a significant return (ROI) in terms of both dollar and time savings." While this study compared and contrasted the post-recession spending habits of Boomers, Gen X and Gen Y, it prompts a discussion of the retail reality that has shaped Gen Y and how changes to the process of marketing and selling will accelerate as Gen Y's financial influence grows.

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