Never Have Been More Challenged, Yet Opportunity Awaits

Our team recently joined DLF Norway conference, where industry leaders came together to share ideas and spark discussions about what’s next. From shifting consumer behaviors to technology and sustainability, there was full of inspiration. Here are some of our key takeaways.

1. Adapting to shifting consumer realities in time of uncertainty

2020s have reshaped the global and local business landscape. The pandemic, war in Ukraine, and the resulting cost-of-living crisis have influenced consumer behavior and confidence. As energy prices and grocery costs rose, shoppers turned to discount chains and promotional offers. Promotional sales in Norway have never been higher. For brands and retailers, this means adapting to a new consumer mindset that values affordability and transparency. Companies that manage to balance price sensitivity will be best positioned to earn consumer loyalty in a time of uncertainty.

2.  Integrating sustainability mindset into every business decision

Sustainability has become a pressing reality shaped by climate change and its tangible impact on food production and where people can live. As rising temperatures and unpredictable weather reshape agriculture, collaboration between producers and retailers becomes critical. The next wave of progress will come from integrating sustainability into every business decision, ranging from packaging to transportation, making sure that environmental responsibility drives both growth and resilience.

3. Technology is redefining efficiency and opportunity

We are on the edge of a technological revolution that is transforming how we live and connect. Data, automation, and AI are redefining efficiency and opportunity across the value chain. As technology grows more powerful, it also challenges what it means to be human. The future belongs to organizations that can embrace automation without losing the human touch: those that use technology to enhance empathy, creativity, and understanding, not replace them.

What does this leave us?

As consumer behavior continues to evolve, companies face growing pressure to understand and respond to shifting needs in real time. Data and insights play a crucial role in this transformation. But fragmented or inconsistent data often make it hard to see the full picture, delaying time-to-insight and decision-making. The answer lies in bringing it all together with harmonized data that gives one clear view of the consumer. To adapt, the real winners will be the companies that turn complex data into simple, actionable intelligence to stay ahead.