Issue The four trends must be read as interacting, not as four separate agendas

Summary

McKinsey identifies four global trends that it expects to define the consumer sector in the coming years: the new tech-driven path to purchase, the health revolution, the experience economy, and the rise of the resourceful consumer. Each is rooted in the same two forces, advancing technology and rising price sensitivity. The report stresses that every trend is important by itself, but that together they are deeply changing how consumers discover products, make decisions, and spend. It gives the example of people turning to wearables, AI, and do-it-yourself influencers for ideas on living well and stretching their budgets, which touches several trends at once. Companies therefore need to grasp each trend separately and how they interact in order to shape an increasingly complex market.