Uncertainty: The Unseen Force Driving Consumer Behavior
Insights from Consumers Unmasked
Our longitudinal retail research report, Consumers Unmasked, has revealed that uncertainty is a major driver in the way we shop now. “More than ever, consumers aren’t sure how to best manage their finances because they don’t know what’s going to happen next,” writes Érica Moreti, Head of Strategy and Innovation at EPAM Continuum, in a new EPAM.com post. “While the initial wave of COVID-19 ignited the change in consumer habits, there are even more ongoing factors that are continually impacting the feeling of uncertainty. The pandemic is far from over.”
