PwC Herald Talks: The changing face of today's consumers

It's very important for consumers to feel that they're in control of the experience. Photo / 123RF

Having a great product or service to sell is just the beginning, thanks to consumers demanding increasing levels of control over what they buy and how businesses relate to them.

Assistant professor Marilyn Giroux at Auckland University of Technology says it's not enough for brands enough to be out there, they've got high expectations from customers to meet as well.

With a professional background in sports marketing, sponsorships and retailing, Giroux is particularly interested in how consumer identities influence brand development - and how brands can influence and strengthen their relationships with consumers.

At the Herald PWC Talks, Giroux's presentation will explain what a consumer looks like today, and why that person is a very different being from the past.

"Consumers look to brands to give them a reason to buy, and they want transparency around that," Giroux said.

It's also very important for consumers to feel that they're in control of the experience, and brands have to deliver on that.

Complicating the matter for brands, internet-era consumers expect around the clock availability from brands.

The nature of buying behaviour has changed significantly over the years, and brands need to be aware of this; Giroux will talk about the reasons to adapt to the change, but also why it pays off for brands to engage differently, in more original ways.

"Expectations on brands are higher than ever," Giroux said.

To meet these, it's crucial to be aware of and navigate changing consumer behaviour.

"There are touchpoints which create the customer experience, but it's also vital to understand what people don't like," Giroux added.

Identifying positives and negatives that influence consumer decisions will help brands understand their customers' motives and identities.

Get your tickets for the event here.