1、Decoding the signals and shocks that shape consumer behaviorTe BusinessResiliencyPlaybook 2025 Nielsen Consumer LLC.All rights reserved.2 2025 Nielsen Consumer LLC.All rights reserved.About the authors:Navigating uncertainty with resilienceTodays business leaders are facing a uniquely challenging mo

2、ment:Shifting policies,fluctuating consumer sentiment,and economic uncertainty have created an unpredictable environment where day-to-day decision-makinglet alone planning for the futurefeels overwhelming.In moments like these,most economic outlooks offer broad trends or surface-level forecasts.This

3、 one is different.Were delighted to once again collaborate with Yale economists Martha Gimbel and Ernie Tedeschi to bring you this Business Resiliency Playbook.Taking a deep dive into 50 years of historical US data,they reviewed consumer behavior across major economic shocksfrom recessions and stagf

4、lation to geopolitical crisis.Their analysis reveals not only how consumers respond in each scenario,but also the key signals that indicate shifts are coming.Making this playbook actionable is our business resiliency frameworka detailed guide that outlines how to interpret these signals,along with s

5、pecific steps retailers and manufacturers can take to respond to them with agility and confidence.We hope youll use it as a strategic compass to guide your planning and position your business for resilience and growth in the months ahead.Courtenay Verret Vice President,Global Thought Leadership,NIQM

6、artha GimbelMartha Gimbel is the Executive Director of The Budget Lab at Yale.She has worked as an advisor and an economist in senior roles across government,the private sector,and philanthropy,including the White House Council of Economic Advisers,the Department of Labor,the Joint Economic Committe