Business Insider featured PwC’s 2025 Holiday Sentiment Survey, highlighting the say-vs-do gap in consumer behavior — where shoppers reported pulling back in June, but recent insights show actual spending tells a different story. The article explores how this dynamic is playing out across generations and what it means for the season ahead. Full story and report link in the comments.
PwC US Consumer Markets
Professional Services
Always-on insights at the intersection of business strategy and culture to help you lead what’s next.
About us
PwC’s Consumer Markets team brings together industry expertise, proprietary research, and real-world perspective to decode the shifts redefining how people shop, live, and connect. We help companies move at the speed of culture—as consumer desires are being reprogrammed in real time—and turn that momentum into lasting advantage. From strategy to supply chain, AI to M&A, we unlock resilience and game-changing moves. Our tax and assurance expertise enables leaders to manage risk and deliver outcomes with confidence. Here, you’ll find some of our latest data, analysis, and stories spanning retail, consumer packaged goods, travel, hospitality, restaurants, and gaming—all designed to help you stay on the leading edge of what’s next.
- Website
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https://www.pwc.com/us/en/industries/consumer-markets.html
External link for PwC US Consumer Markets
- Industry
- Professional Services
- Company size
- 10,001+ employees
Updates
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Watch Alison Furman, PwC’s Consumer Markets Industry Leader, on CBS Evening News last night as she shares PwC’s latest Holiday Sentiment insights. While consumer sentiment may be down, the data tells a different story—shoppers are still spending this season, and Gen Z is the only cohort pulling back. Watch the full segment - link in comments.
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We’re excited to share that PwC’s Alison Furman, Mike Ross, and Dr. Alexis Crow, in collaboration with Melissa Hockstad, CEO of the Consumer Brands Association, will host a webcast on December 4 exploring the State of the CPG Industry. The session will dive into the forces reshaping the consumer goods landscape — from macroeconomic shifts and evolving consumer behavior to emerging M&A trends and what they signal for the road ahead. If you’re focused on navigating what’s next for CPG, you won’t want to miss this conversation. Register using the link in the comments.
PwC and the Consumer Brands Association invite you to an exclusive, CPE-eligible webcast on the State of the CPG Industry. Please join Melissa Hockstad, Mike Ross, Dr Alexis Crow and me to discuss the forces shaping the consumer packaged goods sector — from macroeconomic trends and evolving consumer behavior to the latest M&A activity and what’s next. 📅 Thursday, Dec 4 | 2–3 PM ET 💻 Virtual event 🎓 Eligible for CPE credit 🔗 Register here: https://lnkd.in/eeXUsxgr
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E.L.F. BEAUTY and rhode skin are moving faster than the beauty market—by staying closer to their community. Their merger is a glimpse into the future of consumer growth: culturally fluent, insight-led, and powered by AI. Dive into their story and the insights shaping what’s next for the industry — link in comments.
❓ What can we learn from beauty’s boldest disruptors? We sat down with Tarang Amin CEO of E.L.F. BEAUTY and Nick Vlahos CEO of rhode skin to understand how they’re leading the industry in social-to-shelf velocity. 📱 They listen to their communities with precision—especially Gen Z—using real signals rather than legacy playbooks. 👥 They build teams that reflect their communities, unlocking deeper relevance and cultural fluency. ⚡ From drop culture to scarcity cues, they’re using AI to stay agile. 🚀 The result: challenger brands setting a new standard for consumer goods—where speed, representation, and community trust become superpowers. 🔗 Read the full strategy+business interview — link in comments. #PwC #ConsumerMarkets #FutureOfCPG #StrategyAndBusiness #e.l.f.beauty #rhodeskin #Beauty #GenZ #AI #Disruption Paul Leinwand, Jen Swetzoff, Kelly Pedersen, Nancy Liu, Remzi Ural, Deniz Caglar, Christine Blades, Sarah Suber, Mike Ross, Eric Shea, Ethan Dameron, Jill Noeh, Lauren Juszczuk, MBA, CPA, Katie Krick, CPA Carla DeSantis Phoebe Todd Maria Cellini Alberico Megan Herzog Laura Thonn Brian Crane
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~100 days into OB3, consumer markets leaders are acting fast — reallocating capital, rethinking structures, and reinvesting in growth. With key provisions like interest deductibility and accelerated depreciation no longer temporary, OB3 is giving companies the confidence to plan long-term and move decisively. PwC’s Consumer Markets Tax Leader, Megan Herzog, and M&A Tax Partner Douglas Skorny, share what’s changed and what’s next for the consumer markets sector. To learn more, read the full conversation in comments.
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Cash is back—and it’s not just nostalgia. It’s a reaction to economic pressure, digital fatigue, and the search for control. Interested in learning more? Read the full report in comments below.
💵 Cash is back — and its not a fluke. Consumers are reasserting control — managing debt, sticking to budgets, and reclaiming agency in a world of automation. 📘 In our latest thought leadership, co-authored with Peter Pollini, we explore how payment choices are shifting. 📊 According to PwC’s 2025 Holiday Outlook, 48% of consumers plan to use cash — a 7-point rise from last year. And the trend spans all income levels, especially across categories like groceries, apparel, electronics, and household goods. 🤖 As #AgenticCommerce emerges and AI begins to transact autonomously, retailers must design systems that offer the same sense of control and confidence consumers find in cash. 👇Interested in learning more? Full analysis in comments. #PwC #ConsumerMarkets #FinancialServices #Payments #Cash #Retail #CPG #HolidayOutlook #AI #AgenticCommerce Scott Likens Christopher Tsingos Matt Blumenfeld Sanchit Tiwari Lane Martin Andrew Carlson Eric Shea Erica Yung Lana Raymonde Jim Russell Kate Jacks Paul Griggs Ian Kahn, Kelly Pedersen, Carla DeSantis, Jonathan Kletzel, Christine Blades, Remzi Ural, Laura Thonn, Megan Herzog, Mike Ross, Ethan Dameron, Deniz Caglar, Briggs Briner, Darin Yug, Alberto Dent, Jill Noeh, Jen Swetzoff, Lauren Juszczuk, MBA, CPA, Jonathan Merten, Blaise Roth, Katie Krick, CPA
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Trying to decode Gen Z? Prolific inventor, distinguished entrepreneur, brand builder and star of Shark Tank, Lori Greiner says: “Social media sets their holiday shopping calendar. They expect social to shelf with fast velocity. It’s a different type of shopping.” Watch this quick convo with Alison Furman in PwC’s New York studio for more consumer insights.
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We’re excited to share that PwC’s Ethan Dameron will speak at the POI Fall Summit in Dallas on 11/13. His session will dive into how AI is transforming the consumer goods industry — from content generation and pricing optimization to supply chain collaboration — and what it means for how teams work and innovate. If you’ll be attending, don’t miss the session to hear how “agentic” enterprises are reshaping work for the future. Link in comments.
I'm excited to speak at the Promotion Optimization Institute (POI) Fall Summit in Dallas with Alex Clarke Simone Pasin, MBA on November 13th! In our session, we'll explore how AI is transforming the consumer goods industry — from content creation and pricing optimization to supply chain collaboration. We’ll also be demoing our synthetic customer, showcasing what this means for how teams work, decide, and innovate. If you’re attending, don’t miss the session on how agentic enterprises are reshaping the future of work. Link in comments to register. #PwC #ConsumerMarkets #CPG #POI #AI #SyntheticCustomers Link for comments: https://lnkd.in/e2nRHcGC Alexandra Hallas Button David Ganiear Shub Goswami Hans Van Delden Amit Edla Alison Furman Jill Noeh Joshua Goldman Eric Shea Kelly Pedersen Mike Ross Austin Willett
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