Never Normal: The Impact of Crises on the Consumer Goods Industry

On 30 January 2023, I gave a lecture on the topic of "Consumption 4.0: Surviving the "never normal" and shaping the "always different"" at the Digital Extension of Messe Frankfurt. For a research project at the EDBIA - European Digital Business Institute & Academy I have analysed the world of consumer goods.

We must recognise that "never normal" will now be the new normal for humanity for so long. We can only break with this by adopting the attitude of "Always different", i.e. moving from being passive victims to active co-creators. What the consumer goods industry can do today to develop new opportunities from this routine was highlighted in this presentation. In addition, a master plan was presented on how companies need to change in order to optimally adapt to the new changes.

Here are a few additions to the presentation:

The effects of "Never Normal" in times of crisis on the consumer goods industry are manifold and include both positive and negative effects. Here is a list of the most important effects:

• Change in consumer behaviour: People have developed a new attitude towards consumption during the crisis. They attach more importance to sustainability, convenience and quality and avoid unnecessary spending.
• Growing demand for online shopping: The crisis has led to more people using online shopping as an alternative to shopping in shops.
• Change in sales channels: The consumer goods industry must adapt to the changing sales channels in order to continue to reach its customers.
• Change in marketing strategies: The consumer goods industry must adapt its marketing strategies to the new needs and behavioural patterns of customers in order to remain successful.
• Change in the supply chain: The crisis has affected the supply chain, which has meant that the consumer goods industry has had to adapt to new suppliers and supply channels.
• Change in the product range: The consumer goods industry must adapt to the change in demand and adjust its product range accordingly.
• Change in pricing strategies: The consumer goods industry must adapt its pricing strategies to changing demand in order to remain competitive.
• Change in personnel strategies: The consumer goods industry must adapt its HR strategies to the changing demand in order to continue to work efficiently.

If you want to know how your company can survive the "never normal" and actively shape the "always different" now, I look forward to hearing from you. Contact us.