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Brand Disruption 2021: The IAB Annual Report on the Evolving Consumer Ecosystem

Brand Disruption 2021: The IAB Annual Report on the Evolving Consumer Ecosystem

Eight months in quarantine have accelerated the United States’ transition to a “storeless” Direct Brand Economy five times faster than pre-pandemic rates.

This report explores how brands of all sizes are innovating to address disruption accelerated by COVID and social unrest. Key findings include:

A New Retail Paradigm: “Storelessness”

Most categories of consumer goods and services are now “majority digital,” with more consumers shopping by e-commerce than shopping solely at brick-and-mortar stores. Research by McKinsey projects that virtually every consumer category will experience 15-45% growth in permanent online shopping.

E-commerce is now 23-25% of all retail commerce in U.S. — more than 7x what it was in 1995.

Brick-and-mortar store closures in the U . . .

 

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