Category: <span>Consumer Behaviour</span>
Why 94% of TikTok Shop’s Luxury Resale Sales Are Live
TikTok Shop says 94% of U.S. luxury resale revenue now comes from livestreams. The psychology: live trust, social proof and community.
Why Gen Z Buys Health Insurance But Skips Term Plans
Policybazaar data shows 61% of Gen Z have bought or considered health insurance, but only 19% term. What the psychology behind the…
Why Consumers Are Fighting Back Against Lost Agency
From surveillance pricing to AI comparison tools, consumers are demanding more control. Here's how brands can return agency and win trust.
Why Gen Z Can’t Recall Ads: The Psychology Behind the Shift
TV's share of ad spends fell from 39.2% to about 21%, digital rose to 44%+. What the shift means for brand recall,…
Why Mouthfeel Is Becoming Marketing’s Quiet Superpower
The food industry is learning that texture can drive purchase as much as taste. Here’s how crunch, chew and creaminess shape buying…
Consumers Forgive Average Ads, Not Poor Products
HUL's Rajneet Kohli says consumers forgive average ads but not poor products. Here are the shifts reshaping India's food and beverage market.
CMOs Are Losing the CEO Path. Here’s How to Fix It
McKinsey data reveals a dangerous gap: 70% of CEOs measure marketing on revenue and margin, but only 35% of CMOs do. Time…
India’s Cat Shift Is a Masterclass in Consumer Behaviour
Cats have jumped from under 10% to 40% of India's pet population. Here's what that reveals about trust, first-time pet parents and…
Cheesecake Scarcity Is Fueling a 36-Outlet India Expansion
The Gourmet Cafe plans 36+ India outlets in five years and a multi-brand play. The real story is how scarcity and anticipation…
What France’s Anxious Shoppers Reveal About Consumer Psychology
French shoppers are splitting steaks, skipping wine and watching prices. Here's what that anxiety reveals about consumer psychology.
India’s D2C Growth Goes Under the Lens at e4m Summit 5.0
The e4m D2C Summit 5.0 gathers India's direct-to-consumer leaders to decode consumer behaviour, digital-first strategy and what actually drives durable growth.
India’s Gen Z Now Drives 43% of Consumption Spending
India's 377 million Gen Zs already steer $860 billion of spending, and most of it isn't their own money. What that means…