The third age of consumption: What the new era requires of brand management

Looking at the Best of BrandZ 2020, we show that the new era of consumption presents multiple challenges for brand managers.

Note: This article is part of a collection of the best brand-building and thought leadership articles from our BrandZ reports in 2020. This article can be found in the BrandZ Top 50 Most Valuable German Brands 2020.

Global fast-moving consumer goods brands are losing market share to small and medium local and regional competitors. Kantar Worldpanel and Boston Consulting Group data shows the shift has been taking place for several years, and is happening in North America, Europe, and beyond, affecting the broader retail sector.

This article first appeared on on December 11, 2020.