{"id":1542568,"date":"2026-04-01T08:46:59","date_gmt":"2026-04-01T08:46:59","guid":{"rendered":"https:\/\/www.applia-sverige.se\/?p=1542568"},"modified":"2026-04-01T08:46:59","modified_gmt":"2026-04-01T08:46:59","slug":"att-vinna-i-en-volatil-marknad-med-teknologisk-utveckling-och-forandrade-konsumentbeteenden-kraver-mer-an-kostnadskontroll","status":"publish","type":"post","link":"https:\/\/www.applia-sverige.se\/en\/att-vinna-i-en-volatil-marknad-med-teknologisk-utveckling-och-forandrade-konsumentbeteenden-kraver-mer-an-kostnadskontroll\/","title":{"rendered":"Winning in a volatile market, with technological developments and changing consumer behaviors, requires more than cost control"},"content":{"rendered":"

About TCG Summit <\/strong>
TCG Summit is an international conference for leaders in the electronics and retail industries. It brings together executives and experts to share insights on trends, innovation, digital commerce and the future of customer experiences, while building networks and collaborations.<\/p>\n\n\n\n

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In an era of uncertainty, rapid change and fragmented demand, suppliers in Technical Consumer Goods are facing several crucial choices and challenges.<\/p>\n\n\n\n

Here is Ulrika Theander<\/strong> Managing Director Smeg Nordic<\/em>, take aways from TCG Summit 2026 in Copenhagen.<\/p>\n\n\n\n

For two days, some of the industry's biggest names, globally, Europe and the Nordics, gathered at TCG Summit 2026<\/strong> which was held this year in Copenhagen. With a robust program of speakers and guests, they covered everything from today's volatile macroeconomic environment to the upcoming generational shift among our consumers, from boomers to Gen X, Millennials and Gen Z.<\/p>\n\n\n\n

A common thread throughout the days was: What will be required of us and how do we build the retail of the future and how do we manage to win the battle for consumers' attention.<\/p>\n\n\n\n

Business analysis<\/strong><\/p>\n\n\n\n

The message from the industry's latest meeting place, TCG Summit 2026, is clear. We operate in a VUCA world where change is no longer the exception, but the norm. At the same time, the macro picture points to an unusually difficult situation to navigate. Assessments from leading players, including Morgan Stanley, describe the coming economic cycle as one of the most difficult to assess in a long time \u2013 a time of regime change.<\/p>\n\n\n\n

Furthermore, the effects of energy and commodity markets will be long-lasting. Europe is particularly vulnerable to energy crises, and even if oil and gas markets stabilize quickly, the impact will persist. At the same time, European consumers have not yet fully returned to their pre-pandemic behaviors, which continues to dampen demand and change purchasing patterns.<\/p>\n\n\n\n

In parallel, digitalization is accelerating. AI has established itself as a new point of purchase and its importance is expected to increase exponentially. For suppliers, this means new requirements: content, specifications and offers must be optimized \u2013 not only for people, but also for algorithms that increasingly influence purchasing decisions.<\/p>\n\n\n\n

New consumers, new expectations<\/strong><\/p>\n\n\n\n

At the same time, we are in the midst of a generational shift that requires active preparation and understanding. From Boomers to Gen X, Millennials and Gen Z \u2013 each group is changing the playing field. Where Boomers were characterized by brand loyalty and Gen X is more campaign and recommendation-driven, Millennials represent a hybrid behavior: digitally mature, research-driven and value-oriented. They compare, read reviews and expect transparency, but are also willing to pay for perceived value, sustainability and convenience. Winning this group requires more than price \u2013 it requires relevance, credibility and a seamless shopping experience.<\/p>\n\n\n\n

This is also reflected in how commerce is being redefined. We no longer operate within a single channel, but in an ecosystem of several parallel forms of commerce:<\/p>\n\n\n\n