You can’t always get what you want

As prices rise and consumers reinvent their day-to-day, the availability of and desire for products has a profound impact on consumer decision-making. The balance of where to spend and where to scrimp raises questions about consumers’ relationship with scarcity. In this report, the Kearney Consumer Institute addresses these questions, provides insights into how brands can tap into consumer scarcity and reimagines the scarcity model.