Our recent survey of over 10,000 consumers across 16 countries reveals that some consumers are showing resilience — adapting to living with uncertainty on their own terms.

Understanding resilient consumers requires moving beyond traditional segmentation strategies that put consumers into neat, little boxes — category by category, brand by brand and occasion by occasion.

Instead, companies should embrace life centricity. This means seeing consumers as multi-dimensional humans whose beliefs and choices reflect the complex and colorful tapestry of their lives. And creating an organization that can move at the speed of life.

Once companies understand the different and even divergent ways that consumers are reacting to volatility with resilience, it gets easier to make sense of the seemingly conflicting signals they’re sending — and to meet their needs.