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1、Consumer and retail trends 2020: Managing expectations around trust and data 23rd Annual Global CEO Survey | Key graphics 66% Consumer markets CEOs look to grow by focusing on customer experience Driven by intense competition from tech-enabled companies, consumer markets CEOs continue to seek revenu

2、e growth through traditional means. But theyve also flagged improving the customer experience as by far their top investment priority for the next 12 months. Question Which of the following opportunities in the retail and consumer industry will you be prioritising and/or investing in over the next 1

3、2 months? Consumer markets Improve the end-customer experience Build brand through social media platforms as opposed to traditional advertising Use artificial intelligence to improve customer interactions Source: PwC, 23rd Annual Global CEO Survey Base: Consumer markets respondents (2020=746) 47% 30

4、% 2 | 23rd Annual Global CEO Survey Source: PwC, 23rd Annual Global CEO Survey Base: Consumer markets respondents (2020=746); global respondents (2020=1,581) This years CEO survey revealed mounting pessimism about economic growth among all types of CEOs a sentiment fully shared by consumer markets C

5、EOs. It also shows that CEOs are uncertain about their own organisations growth. Question Do you believe global economic growth will improve, stay the same or decline over the next 12 months? (Showing only “Decline” responses.) Question How confident are you about your organisations prospects for re

6、venue growth over the next 12 months? (Showing only “Somewhat confident” responses.) Decline Somewhat confident 52% 53% 50% 45% Consumer marketsGlobal 3 | 23rd Annual Global CEO Survey Question How concerned are you about each of these business threats to your organisations growth prospects? (Showin

7、g only “Extremely concerned” responses.) Not surprisingly, consumer markets CEOs growth concerns are closely tied to changes in consumer behaviour, with significantly higher proportions saying they are extremely concerned about it relative to the global cohort. Source: PwC, 23rd Annual Global CEO Su

8、rvey Base: Consumer markets respondents (2020=746), global respondents (2020=1,581) Cyber threats 25% 33% Availability of key skills 33% 32% Speed of technological change 24% 29% Changing consumer behaviour 27% 21% Consumer marketsGlobal 4 | 23rd Annual Global CEO Survey Hackers Consumer markets CEO

9、s continue to worry about the growing sophistication of cyber threats and the shortage of highly skilled talent to combat them. Data privacy Mindful of a raft of new regulations and the damage from highly publicised leaks of personally identifiable information consumer markets companies are becoming

10、 more sensitive about the risks of mishandling their customers data. Consumer markets CEOs are sensitive to changing demands from multiple stakeholders. Here are some of the top concerns and predictions that emerged from this years survey: Question What key factors are having the greatest impact on

11、shaping your cybersecurity strategy? Source: PwC, 23rd Annual Global CEO Survey Base: Consumer markets respondents (2020=746) Increasing complexity of cyber threats Cybersecurity and data privacy regulations Growing public concerns over data privacy Shortage of cybersecurity talent 71% 53% 49% 31% 5

12、 | 23rd Annual Global CEO Survey Data compensation Just under half of consumer markets CEOs expect legislation requiring the private sector to financially compensate individuals for the personal data that companies collect. Combined with new data privacy regulations, this change could have a transfo

13、rmative effect. Regulation By a margin of almost 2-to-1, consumer markets CEOs believe governments will eventually try to break up dominant tech companies. Question Below are a series of alternative statements about the future (2022 and beyond). For each statement, please select the one that you bel

14、ieve is more likely to occur. Source: PwC, 23rd Annual Global CEO Survey Base: Consumer markets respondents (2020=746) Note: Alternate statement not displayed. Governments will increasingly introduce legislation to force the private sector to financially compensate individuals for the personal data

15、they collect Governments will mostly continue to allow dominant technology companies to grow unchallenged by competition/antitrust legislation 49%64% 29% Governments will increasingly introduce competition/antitrust legislation to break up dominant technology companies 64% 6 | 23rd Annual Global CEO

16、 Survey And, by an even more lopsided margin, they expect new legislation to regulate content on the internet. Source: PwC, 23rd Annual Global CEO Survey Base: Consumer markets respondents (2020=746) Question Below are two statements about the future (2022 and beyond). Please select the one that you

17、 believe is more likely to occur. Governments will increasingly introduce legislation to force the private sector to regulate content on the internet (including social media) Governments will mostly continue to allow the private sector to self-regulate content on the internet (including social media

18、) 68%26% Note: Figures do not add up to 100% as a result of rounding percentages and excluding neither/nor and dont know responses. 7 | 23rd Annual Global CEO Survey Consumers are also citizens. So the concerns of these ultimate stakeholders affect consumer markets companies in two ways directly, in

19、 the form of consumer demands, and indirectly, in terms of legislation and regulation. These survey statistics underscore how technology- related issues, such as customer experience, privacy and market concentration, are increasingly driving a convergence between citizen stakeholders and regulator s

20、takeholders with powerful consequences for the industry. 8 | 23rd Annual Global CEO Survey 2020 PwC. All rights reserved. PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity. Please see for further details. 23rd Annual Global CEO Survey For more information, please contact: John Maxwell Global Consumer Markets Leader Partner, PwC United States +1 646 471 3728 Oz Ozturk Global Advisory Consumer Markets Leader Partner, PwC United Kingdom +44 (0)7703 563 054