The key to staying relevant and responding to changing consumer behavior is the ability to see and understand the drivers of change for consumers. This usually stems from either a change in consumer values or a change in the ecosystem in which they are making decisions. Fully understanding the true drivers of change can only be achieved with deep consumer research and insights. Once you understand these drivers of change, you also understand the reasoning and goal behind the changing consumer behavior, and you’ll be able to pivot your product, service, or business. Leveraging foresight and futures thinking can help to see these changes before they actually happen.