Cowen Research Themes 2021 has been published. Click here to learn about the year's key investment themes. >

Consumer Transformation

Digital adoption has raced forward, by necessity. COVID has increased the centrality of the home and redefined the things that one does from home: eCommerce, grocery shopping, work, entertainment, fitness, restaurant food delivery, healthcare delivery.

Additionally, the drivers of preference are different for next-gen consumers who prioritize frugality, social impact and sustainability. Disruptive innovation typically spurts forward in times of crisis because innovations tend to do better on a “clean slate” basis. How consumers exit the crisis will be less about legacy decisions carried forward than the new things tried and preferred.

What we’re watching:

  • Big Tech Strategic Developments
  • Under-Penetrated eCommerce Verticals
  • Category Consolidation
  • Reopening Physical Store Productivity
  • Cowen Consumer Tracker
  • Customer Acquisition & Engagement
  • Improving Digital Unit Economics

Related themes:

The crisis is a catalyst for innovation as we forecast consumers will accelerate adoption of Re-Commerce & online grocery as they pivot toward value and blend digital & physical interactions.

Oliver Chen, Retail’s Modernization Imperative

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