Issue An empowered consumer makes value a moving target for brands

Summary

Capgemini's conclusion describes consumers who are more discerning, more technologically capable, and more emotionally expressive than before. For consumer products and retail organizations, value can no longer rest on price and quality alone. It is shaped by fairness, transparency, emotional reassurance, and access to intelligent tools that help people make informed choices. Consumers want technology that simplifies decisions and respects personal boundaries, while small indulgences, human support, and responsible data use also drive attraction and retention. The report argues that success will go to firms that treat value as an experience that must earn trust every day.