PWC：全球消费者洞察报告

科技作家威廉·吉布森（William Gibson）曾经写道：“未来已经来临-分布不均。”吉布森（Gibson）的观点是，每个人的未来都不一样，或者步伐不一样。

在普华永道，我们相信，吉布森所说的话意味着，有了正确的工具和人才，公司就可以面对自己的特定组织的市场颠覆和“重塑未来”。

对于迎合最终消费者的公司而言，未来的到来比任何几个月前所能想象的都要快，加速了已经改变了消费者行为的数字趋势。

如果企业要积极地重塑自己的未来，而不是受外部事件的支配，则企业需要了解这个新世界如何影响与客户的所有接触点。

例如，冠状病毒大流行加快了全球行为改变的步伐，即人们的工作，饮食，交流，娱乐和学习方式。这也扩展到了每个类别的消费模式，包括食品杂货，娱乐，医疗保健甚至数据。对于各种B2C公司来说，了解当前客户旅程的变化程度以及它可能会变得有多重要，这一点很重要。

在今年的《全球消费者洞察力调查》（普华永道连续第11次对全球消费者的调查）中，我们在两项独立的研究中对城市居民的购买行为进行了调查，一项是冠状病毒爆发之前和之后（见图1，下一页）。

为什么是城市消费者？因为全世界有数十亿人居住在城市中，所以这种集中创造了全球消费的新时代。城市是充满活力的教育和创新中心，苗床和新创意温室。它们就是发生经济活动的地方。世界银行指出，全球GDP的80％来自城市。我们首先要了解这些尖端消费者的行为，其次要了解对企业的影响。

The technology and science writer William Gibson once wrote, “The future is already here — it’s just not evenly distributed.” Gibson’s point is that the future isn’t the same, or doesn’t arrive at the same pace, for everyone.

At PwC, we believe the implication of Gibson’s words is that with the right tools and talent, companies can meet market disruption head-on and ‘Reinvent the Future’ for their own particular organisation.

And for companies that cater to the end consumer, the future is arriving more quickly than anyone imagined just a few short months ago, accelerating digital trends that had already been transforming consumer behaviour.

Businesses need to understand how this new world affects all their touch points with the customer if they are to actively reinvent their own future and not be at the mercy of external events.

The coronavirus pandemic, for example, has accelerated the pace of behavioural changes around the world — how people work, eat, communicate, play and learn. And this extends to consumption patterns, too, in every category, including groceries, entertainment, healthcare and even data. It’s important for B2C companies of all kinds to understand the degree to which the current customer journey has already changed, and just how different it might still become.

In this year’s Global Consumer Insights Survey —PwC’s 11th consecutive survey of global consumers — we polled city dwellers on their purchasing behaviour in two separate studies, one before and one after the coronavirus outbreak (see figure 1, next page).

Why urban consumers? Because billions of people worldwide live in cities, and this concentration has created a new era in global consumption. Cities are vibrant centres of education and innovation, seedbeds and greenhouses for new ideas. And they’re where economic activity happens. The World Bank notes that 80% of global GDP is generated in cities. We want to understand, first, the behaviour of these cutting-edge consumers and, second, the implications for businesses.