Why customers demand authenticity

According to a big, international study, the customer of tomorrow wants personalization and trust. Find out more about the study’s background, the challenges your corporate communication faces and how you can encounter them.

In a big, future-oriented study, the consulting firm A.T. Kearney asked more than 7.000 “future” customers in the US, France, Great Britain, Germany, Japan, India and China about their preferences and consumer behavior. They interviewed young people who are now teenagers (the so called “generation z”). The results depict what the customer of tomorrow is interested in, and show that big players should pay much more attention to the factor of trust within their corporate communication.