Consumers are making different choices about how they spend their money, trying to reconcile their personal values with realities like price hikes. It means businesses need to change the way they think about their customers.

Dr Edwin Van der Ouderaa is one of Accenture’s global executives - the Senior Managing Director - Strategy & Consulting, Customer, Sales and Service. He speaks to Sean Aylmer about why the consumer is changing, and how businesses can adapt.