Me, my life, my wallet - first edition

Based on extensive research, KPMG has developed a framework to help companies identify, understand and respond to today’s changing customer.

Click here for the second edition of this research.


A new way of navigating the evolving customer

In an era defined by uncertainty, the companies that get closest to their customers will emerge ahead of the pack. It begins with an "outside-in" view, building new ways of understanding how and why people make decisions. 

Explore in this report the complex drivers of choice that open and close the consumer wallet, including surprising findings from a survey of 10,000 people across the US, UK, India and China. 

Focus areas of the report include:

  • five mys
  • customer wallet
  • generational surfing
  • the baby booner echo effect

Read the report to explore our survey results and our approach to engaging the 21st century consumer.

Me, my life, my wallet
Customer Insights