That Makes Cents:
Future of Consumer series

The move from mass to micro

Consumers are becoming dramatically more diverse, which means there’s more variation in needs, wants, and individual desires. At the same time, we’re seeing a lower barrier to entry in the consumer industry, leading to more options of brands, channels, and products. Combined, these two forces are fueling the shift away from a supply-constrained market where consumers are now more empowered.

In the fourth chapter of our miniseries on the future of the consumer industry, we explore this shift from a supply-driven to demand-driven consumer market—or what we like to call from mass to micro.

Jose Gomes, managing director for the Retail and Consumer sector at Google Cloud, joins Kasey Lobaugh, chief futurist for Deloitte’s Consumer Industry, and Ben Stiller, Deloitte’s ConvergeCONSUMER leader, to dive into how today’s companies are looking more at consumer personalization, hyper-localized product assortments, and more niche offerings. We’ll also discuss the growing importance of data and how companies should adopt and infuse AI and Gen AI into their operations.

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"We're now starting to see folks [companies] dive into more readily is the data and AI and ML to actually fulfill channels in a personalized way. Actually, providing the offers that customers want on an individual basis, versus being more mass, all the way through to even how people search, and refining the searches that they're- the- of the products that they're looking for. That has definitely been one- one of the areas that we've seen a lot more traction with. And gen AI has sort of turbocharged these things even more."

— Jose Luis-Gomes, managing director, Retail and Consumer, Google Cloud

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About That Makes Cents

Our consumer podcast, That Makes Cents, dives into what consumers are thinking, feeling, and buying right now. Host and Deloitte leader Bobby Stephens talks with industry experts to help you navigate the evolving consumer industry and prepare for what’s next.

Explore even more insights about consumer trends.

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