In this episode of The Better Growth Blueprint, host Kai Bandilla speaks with Martin Crépy, Senior Partner and Managing Partner Consumer, about the rising polarization of consumer behaviour and what it means for businesses in 2025. Martin explains how brands can navigate shifting consumer habits, from downtrading to premium purchases, and why understanding both consumers and shoppers is critical for growth. Discover the importance of precise segmentation, agile pricing strategies, and the role of sustainability as a new purchasing norm.

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