Keeping Up With Wary Consumers in 2024

In this episode of #Hashtags, Gartner experts Kassi Socha and Emma Mathison discuss what more than 2,000 U.S. consumers surveyed in December 2023 are feeling and reacting to. These timely consumer insights inform B2C CMOs on how to prepare for 2024 — a year that holds an election, the Olympics, and tech challenges in the form of continued cookie deprecation and the rapid impacts of generative AI (GenAI). The discussion includes how CMOs can anticipate and respond to the shifting consumer landscape — and actually acquire and retain consumers who are signaling they are wary and more disloyal than ever.

Kassi Socha is a Director Analyst in the Gartner for Marketers business, and is based in California. She is responsible for delivering cross-industry insights on strategic website redesigns and supporting retail CMOs on their most pressing mission-critical priorities. Her expertise is uncovering trends, specifically in e-commerce, digital marketing, emerging tech, organizational and consumer insights.