In this episode:

Wendy Liebmann and Candace Corlett preview WSL’s latest How America Shops® research, The New Shopper Truths. The study reveals the now entrenched shopper values that define how companies need to position themselves and communicate to shoppers in the coming years.

They discuss:

• That “fairness” is now the underpinning of what shoppers expect from companies
• How shoppers question the way companies deliver sustainability (not well), and how they have turned an important value into merely a buzzword
• That shoppers are frustrated -- they cannot do it all alone, and they expect companies they buy from to share the burden, to show up, to make a difference, and
• How Generation Z is very different from Millennials in attitudes and expectations around these new truths and values

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