How Inflation Woke Up the Supply Chain-Aware Consumer

Think consumers just don’t get supply chain? Think again. Nearly half belong to personas that see its impact – and that awareness is changing how price increases land, how trust holds, and what “value” really means. On this episode, VP, Data & Analytics Cody Stack sits down with Chief Research Officer Kevin O’Marah and Director, Data Science Julia Dahlgren to break down what Zero100 learned from our survey of 14,000 shoppers across seven countries. For leaders still anchored to shelf price alone, this conversation offers a clearer view of what shapes consumer decisions as prices rise – and practical moves to use now.