Shopper Journey

McKinsey recently predicted that the large majority of consumers who switched to cheaper CPGs during the recession will not return to premium brands.

Furthermore, A.T. Kearney lately forecasted a “no return to normal”: B and C brands will struggle for survival while global market share of private label products will reach 65 percent by 2025.
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A friend from Chicago sent me this article from McKinsey Quarterly.
On my first read, what came to my mind was that they actually did not come up with new facts. In fact, the authors themselves state that the obvious goal of marketing is to influence a potential buyer to decide on/buy your product, and use [...]