Understanding the German consumer is key to success, if you plan to expand into the German market. This includes knowing who you will be dealing with. What is their culture, and how does it influence consumer behaviour?
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High expectations and a low frustration limit are only two of the factors that make it very hard to meet halfway. So you better go the extra mile.
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Germany put focus on a systematic overview, which involves a proper thought and planning process.
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Still, the Germans and their English proficiency – although evolving – is somewhat a particular issue.
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Germans customers are the most complicated in the world. It’s not without a reason that many companies despair of entering the German market. But why is that?
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In marketing, the influence of the factor “trust” on purchasing decisions always plays a central role. But in Germany, consumers are on average even more inclined to buy from brands that manage to convey trust.
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Sociologists discovered the “attitude-behaviour gap” describing consumers saying one thing but doing another. They say they are concerned about social and environmental issues but do not put this attitude into action.
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This is a huge achievement besides being one of the most significant negotiations and global policy agendas of this century. That said, the SDGs still received criticism, one point being that it contains competing goals.
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We constantly ask ourselves: how much measurable impact do we actually make?
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