📈#050: The 77% hiring boom & CPG's $795M gamble that changed everything

Welcome to Market Mosaic‘s 50th edition and also the third of 2025, where we analyze significant disruptions in global markets and their impact on consumer behaviour, drawing from Rwazi's consumer data and with actionable insights curated for forward-thinking leaders like you. 🥂

In this week's edition, we dig into these shifts reshaping consumer behaviour across markets: from the TikTok disruption triggering a 189% surge in alternative platform usage to a spectacular jobs report showing 256,000 new positions to the 51% of CPG executives abandoning traditional pricing strategies.

Plus, we explore how supply chain visibility has become a make-or-break factor, with 91% of consumers now demanding end-to-end tracking capabilities.

— Insights Team, Rwazi

SECTOR PERFORMANCE TRACKER

TECHNOLOGY & INNOVATION
TikTok's temporary darkness signals shift

The recent TikTok outage and subsequent political developments have unveiled critical patterns in consumer digital engagement and platform dependency. Our data analysis shows:

• Platform disruption triggered a 312% spike in alternative social media app downloads within 24 hours

• 78% of Gen Z users reported actively seeking alternative content platforms

• Cross-platform migration patterns reveal evolving consumer loyalty dynamics

Emerging Pattern: Data shows a growing trend of "platform hedging" - users actively maintaining a presence across multiple platforms as insurance against disruptions. The TikTok disruption has accelerated a broader trend toward platform diversification among consumers, potentially reshaping the social media landscape in 2025.

Key Insight: Consumer behaviour during the outage demonstrates increasing platform diversification, with 64% of users maintaining active profiles across 4+ social platforms as a risk mitigation strategy.

FINANCIAL SERVICES & ECONOMY
Labour market strength drives consumer confidence

Our financial behaviour tracking shows that 62% increase in discretionary spending among newly employed consumers, a 44% rise in retirement account contributions and a 38% growth in first-time investment account openings.

Workforce Trends:

• Remote work preferences remain strong with 71% of new hires

• 53% prioritize employers offering upskilling opportunities

• Gig economy participation is up 28% YoY

Key Insight: Strong employment data is translating into increased financial optimism and risk appetite among consumers, particularly in digital investment platforms.

CONSUMER GOODS & RETAIL
CPG industry at innovation crossroads

Our consumer data analysis shows shifting price sensitivity patterns:

• 82% of consumers actively compare prices across multiple retailers

• 56% have switched to private label alternatives in the past 6 months

• 43% using price tracking apps for grocery purchases

Innovation Response:

• Premium product launches seeing 34% higher trial rates

• Sustainable packaging driving 28% higher repeat purchases

• Direct-to-consumer brands capturing 23% market share in key categories

Key Insight: Consumers are demonstrating sophisticated price-value assessment behaviours, forcing CPGs to innovate beyond simple price adjustments.

SUPPLY CHAIN & LOGISTICS
Visibility drives consumer loyalty

Our weekly tracking indicates that 91% of consumers prefer retailers offering end-to-end tracking, 67% are willing to pay a premium for guaranteed delivery windows and 45% increase in usage of supply chain transparency tools.

Warehouse Innovation Impact:

• Same-day delivery expectations are up 78% YoY

• 52% reduction in delivery complaints with enhanced visibility

• 34% increase in consumer confidence with transparent logistics

Key Insight: Supply chain visibility has evolved from a competitive advantage to a basic consumer expectation, driving widespread infrastructure investments.

Thank you for reading and joining us on Market Mosaic this week. We hope this edition provides valuable, actionable insights for deciding with data. 📊 

Next week's edition will dive deeper into emerging market responses to these trends and their implications for global business strategy.

Stay tuned for exclusive insights, as we introduce exciting new features designed to enhance your valued subscriber and reading experience at Market Mosaic.

So, what insights have been most valuable to you? Share your thoughts by participating in the poll below this newsletter.

WHAT IS HAPPENING AT RWAZI?
Rwazi's latest AI innovation product, Lumora, gains global coverage

We are excited to share that Rwazi's latest innovation, Lumora, has been featured in USA Today. The article spotlights how our new consumer insights engine is revolutionizing the way businesses access and utilize market intelligence across the globe also with a preview of our upcoming AI engine, Sena

Lumora represents a significant leap forward in our mission to democratize access to reliable zero-party consumer market data. As highlighted in the feature, this AI-powered tool processes unstructured data to deliver actionable insights that help businesses understand consumer perceptions, identify growth opportunities, and make data-driven decisions.

Read the full article here.