How McKinsey Is Approaching the Future of Connecting With Consumers

The key to fueling tomorrow's growth is being prepared for the unexpected

The pandemic sped us into a digitized future as homebound consumers abandoned ingrained shopping habits—accelerating the rise of ecommerce. Businesses responded to the digital-first marketplace by quickly pivoting and innovating to find new ways to connect with customers. What does this mean for marketing and digital leaders? 

McKinsey & Company partners Kelsey Robinson and Quentin George took the virtual stage at Adweek’s NexTech event to discuss trends that are reshaping consumers, the current and future media landscape and how businesses should prepare for a crisis. 

How the pandemic changed consumer behaviors  

In the early days of the Covid-19 pandemic, the team at McKinsey & Company set out to determine how the pandemic was affecting consumer behavior.  

“What we’ve seen are a few really paramount shifts and real foundational changes to consumer behavior that impact media and marketing.

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