'Resilient consumers' is emerging in travel

A new breed of 'resilient' consumer is capable of changing behaviours suddenly, and in unexpected ways, amid increased volatility, a new study by Accenture has found

Accenture's latest Consumer Pulse Survey 2023, of more than 10,000 consumers in 16 countries, found that 85% of consumers believe they are currently 'living with uncertainty', with just over half (52%) expecting this to last for more than 12 months.

Key takeaways

• Amidst what Accenture has dubbed an 'era of volatility' affecting consumer behaviours, many are seeking out ways to protect and control what's most important to them;
• To succeed in this market, retailers and brands should not overgeneralize when it comes to examining the drivers of consumer behaviour. Instead, they need to understand the nuances of the consumer as an individual ;
• Despite their resilience, Accenture's study also found that consumers are not naïve about the state of the world, with more than half expecting the coming years to be a 'struggle', and over two thirds saying they are 'more cautious' about the decisions that they make.

Read the full report at Accenture