“Whether someone is choosing to buy an electric car to do her part for sustainability in the environment, or simply directing their $5 to a Black-owned coffee shop, consumers are actively shopping their values in nearly every transaction today,” said Fitzgerald. “Now, at the same time, consumers are experiencing rising prices on essential items like gas and groceries and rent, so they’re forced to make tough choices on how and where to spend.
“It really changes your ability to connect in a meaningful way with them and understanding their identities gives you more chances to service and delight them with your product and what you have to offer,” said Fitzgerald. This insights data is also relevant, she said, as prices continue to rise as consumers are searching for key items with modifiers for promotional codes.
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