Why Meeting Consumer Expectations Won't Cut It - and What Businesses Should Do Instead | Entrepreneur

"Consumer behavior has undoubtedly shifted. Research shows that 70% of consumers are willing to pay a premium for ethically sourced products, and 66% expect brands to understand their needs and preferences. Nearly half of all consumers now buy products after seeing them endorsed by people they trust. These statistics clearly show that people want businesses to do better. But here's what the data doesn't capture: consumer expectations alone cannot drive the fundamental changes our world needs."

"Consumer preferences are powerful, but limited. According to McKinsey's 2025 consumer outlook, 79% of consumers are trading down due to economic pressures, and 49% plan to delay purchases. When people are focused on survival and cost-cutting, their capacity to prioritize broader social issues naturally diminishes. More importantly, consumers can only demand what they can imagine. They respond to problems they understand and solutions they can envision."

Consumer behavior has shifted: 70% of consumers will pay a premium for ethically sourced products, 66% expect brands to understand their needs, and nearly half buy products after endorsements from people they trust. Consumer expectations alone cannot produce the fundamental changes required by society. Economic pressures drive 79% of consumers to trade down and 49% to delay purchases, limiting attention to broader social issues. Consumers can only demand solutions they can imagine and comprehend. Transformative innovation often precedes consumer demand, with companies creating products and technologies that expand what consumers envision and desire.

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