Who Really Drives Demand? The New Power Shift in FMCG
For years, retailers have held the advantage owning the shelf, the data, and the moment of purchase. But as discovery fragments across channels, that balance is shifting.
Today, brands are building stronger direct connections with consumers, while retailers work to retain influence in a world where demand is often shaped before shoppers even reach the point of sale.
So where does power really sit, and what does it now take to drive customer behaviour?
This candid fireside chat brings together perspectives to unpack how influence, loyalty, and conversion are evolving.
