The new consumer decision-making process

The traditional marketing funnel — relied on by marketers for decades — no longer tells the full story. Consumers now navigate a dynamic web of multiple touchpoints, often all at once. New research from Boston Consulting Group (BCG) reveals that the “4S behaviours” defining today’s consumer experience — streaming, scrolling, searching, and shopping — have fundamentally reshaped how people discover and engage with brands. Understanding each behaviour and adapting your marketing will be critical to reaching audiences, resonating with them, and, ultimately, driving sales.