For this publication, I was again appointed the Editorial Director and lead writer – interviewing experts from across KPMG's worldwide network; digging into research data with a top-team from KPMG's Innovation Lab, on-site in New York; and crafting an overarching editorial storyline and each individual article to help tell KPMG's point-of-view.
Introduction
/ The customer insight imperative
/ Understanding the Five Mys
Changes across cohorts
/ Generational surfing
/ Gen X and Gen Z: the alternative echo effect
Wealth and our wallet
/ Wealth and retirement: delay and pray, or avoid?
Our lives and technology
/ The illusion of control
/ The future of interactions
Trust: the new currency
/ Trust: the true imperative
/ A day in my data
/ My life in data
/ Institutions we trust
/ Can your customer trust you?
Organizational imperatives
/ It’s the future. Do you know where your customer is?
/ B2B: the human factor
The changing customer around the world
/ Executive summary: the market viewpoint
/ Brazil: Get ready for good times
/ Canada: America’s neighbour in geography only
/ China: Solving the conundrum
/ France: Vive la difference
/ India: Subcontinent of richness and complexity
/ The UAE: Purchasing power worth fighting for
/ The UK: Building trust in the UK
/ US: Shifting expectations
Conclusion
/ The wake-up call