Consumer purchasing in 2021 is all about survival of the digital fittest
It’s evolution, baby – brands need to adapt to the needs of the consumer in order to thrive, writes founder and director of Fifth Dimension Consulting Lyndall Spooner.
Charles Darwin’s theory of survival of the fittest should be applied to the digital fitness of brands and their likely success in the evolving digital marketplace. Fitness is about responding and adjusting to changing environmental conditions to survive – and since the COVID-19 pandemic the ecommerce environment has undergone significant change. ‘Survival of the digital fittest’ accurately describes what is happening in 2021 as businesses seek to capture the attention and interest of consumers in an increasingly amorphous and competitively rich virtual market space.
The pandemic has brought forward the migration of the mass market to online shopping. Most of us are online more than ever before and spending more time investigating the options available to us in the market. We enjoy the exploratory process and emotionally we benefit from it.
