In this episode of The Growth Blueprint, Ellen Kan, a Partner in our New York office specializing in consumer-packaged goods, and Tobias Maria Guenter, Head of Simon-Kucher’s Retail sector, discuss how brands and retailers are adapting to shifting consumer behaviors and market pressures. They examine the realities of the “K-shaped” economy, where shoppers balance affordability with aspiration. Ellen and Tobias explore the role of emotion in purchasing decisions, how to redefine value beyond price, and why combining AI-driven insights with human intelligence is key to building stronger consumer connections. For more resources, please visit: https://www.simon-kucher.com/