How Inflation Woke Up the Supply Chain-Aware Consumer

Think consumers just don’t get supply chain? Think again. Nearly half belong to personas that see its impact – and that awareness is changing how price increases land, how trust holds, and what “value” really means. On this episode, VP, Data & Analytics Cody Stack sits down with Chief Research Officer Kevin O’Marah and Director, Data Science Julia Dahlgren to break down what Zero100 learned from our survey of 14,000 shoppers across seven countries. For leaders still anchored to shelf price alone, this conversation offers a clearer view of what shapes consumer decisions as prices rise – and practical moves to use now.

1. The big question: Can supply chains under pressure keep customer trust? (01:15)
2. Inside Zero100’s 14,000-consumer survey – and where the data surprised us (02:23)
3. Breaking the myth of “the customer”: five emerging personas (04:21)
4. What shoppers are trading off and what’s keeping them loyal (11:54)
5. Keeping customers in a higher-price world: High-impact moves for supply chain leaders (18:36)
6. Where supply chain awareness goes next (22:27)