Vitamin H

The Rise of the Zero Consumer: Channel Agnostic, Brand Agnostic, and Patience Agnostic?

By Tim Weinheimer


This new breed of consumers, referred to as the ‘Zero Consumer’ by Forbes, McKinsey and other global consultancies, is redefining the rules of engagement in today’s marketplace.

At Hahn, we’re striving to be a leading predictive  marketing communications agency and in that journey, we’re witnessing a pivotal transformation in consumer behavior, a shift that has profound implications for brands and retailers alike. This new breed of consumers, referred to as the ‘Zero Consumer’ by Forbes, McKinsey and other global consultancies, is redefining the rules of engagement in today’s marketplace.

The Zero Consumer is not an anomaly; it represents a growing segment that is reshaping the future of consumerism. Our insights show that nearly half of all consumers, and a staggering 70% of millennials and Gen Zers, are increasingly influenced by social media, celebrities, and digital content for purchase inspiration. This demographic is not just passive receivers of marketing messages; they are actively seeking out inspiration and guidance in their purchasing decisions from the brand collab-of-the-day.

Moreover, the Zero Consumer is channel-agnostic. The once clear boundaries between online and offline shopping are blurring. Even in traditionally store-based categories like groceries, we’re observing a significant shift towards omnichannel shopping behaviors. About 40% of US consumers are now integrating online methods into their grocery shopping routines, underscoring the importance of a seamless, integrated shopping experience.

A key characteristic of the Zero Consumer is their polarized approach to spending. What we’re seeing is the era of the middle market is waning, as consumers are increasingly gravitating towards either budget or luxury goods. Our data indicates a nearly 10% decline in consumer spending on mid-priced goods and services over the past five years. This polarization is evident with about 80% of US consumers opting for more affordable options, while 40% of European and US consumers are indulging in high-end expenditures on dining, travel, and fashion.

Brand loyalty is another casualty in this evolving ‘zero’ landscape. In 2022, about half of the consumers reported switching brands, a significant increase from 2020. This trend highlights an undeniable truth: in the absence of truly differentiated offerings, retailers risk being relegated to mere distribution channels.

The Zero Consumer’s expectations are also reshaping the logistics of shopping. The norm of free standard shipping is no longer a perk but a baseline expectation. Moreover, the tolerance for delivery times is shrinking, with a majority of consumers finding three-day shipping as the upper limit of acceptability.

The digital and physical realms are converging to truly deliver on the term of ‘phygital’ experiences. This hybrid model, which offers a consistent and seamless blend of physical and digital offerings, is not just a trend but a necessity. Simplification and time efficiency are at the heart of this approach, catering to the Zero Consumer’s desire for streamlined and efficient shopping experiences.

Lastly, the Zero Consumer is increasingly conscientious. Their concerns about sustainability and social responsibility are not just lip service; they are actively influencing purchasing decisions. Products with sustainability claims have witnessed a 28% growth in the past five years, outpacing those without such claims. This shift signals a more profound change in consumer values and expectations.

In our 2024 trends report, we’ll be sharing more on that, the Zero Consumer is not just a passing phase but a harbinger of the new consumer paradigm. As a predictive marketing communications firm, our challenge is to understand, anticipate, and adapt to these changes. The brands that will thrive in this new landscape are those that recognize and respond to the evolving preferences and values of the Zero Consumer. The future of retail and consumer goods lies in agility, adaptability, and a deep understanding of this new consumer psyche.

What is your brand doing to wrap its promise around this behavioral shift?