2010-2019: Consumer lessons from the decade that was

There’s no better time to examine the past and future than when crossing the threshold of a new year and decade. During this time of thoughtful retrospection, it’s easy to exaggerate how dramatically the world has changed, thanks to cognitive bias. But certain changes are undeniable – after all, we entered 2010 at a time when nations were clambering out of the Great Recession, when smartphones were a reality for a mere third of global consumers, and when buying an HDTV signalled tech savviness.

Here, I reflect on the past decade through the lens of data. Clarifying what has measurably changed and what consistencies are here to stay reveals five important consumer lessons to take away from the 2010s.


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