Studying the impact of innovation on business and society

Entrepreneur: Your Top 4 Questions About 2022, Answered By the World’s Top Superforecasters

Adam Soccolich interviewed Brian Solis for the December 2021 issue of Entrepreneur. The article made the print edition and is also available at (subscription required).

Your Top 4 Questions About 2022, Answered By the World’s Top Superforecasters

Consumer Behavior

What will customers want or expect more of?

Beyond the oft examined categories of millennials and centennials, a new generation of consumers that I call Gen N — thatʼs N for ‘novelʼ — are now driving business transformation. It comprises everyone who became digital-first out of necessity during COVID-19, and was shaped by the emotional and psychological effects of navigating these stressful, frustrating, divisive, and also enlightening times. Brands will win them not just through digitization but through earning relevance and organizing around digital empathy, insights, and engagement. McKinsey data shows that loyalty is up for grabs all around the world. In the U.S., for example, 73 percent of consumers tried new shopping behaviors and brands, with up to 83 percent intending to stick with the new behaviors and brands post-pandemic. This means that retention is critical and acquisition is a growth opportunity.” — Brian Solis, global innovation evangelist at Salesforce


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