Liquid expectations
Consumer expectations are no longer confined to one sector, category but even generation. Our research shows that 73% (China 81%, UK 67%, US 69%) say great experiences in one sector raise their expectations for brands they interact with.
Take Amazon. With innovations like 1-click buy, same-day delivery and frictionless returns, the brand didn’t just raise the bar for convenience, it redefined it. What was once exceptional has become the baseline: instant, seamless service is now expected across every type of interaction consumers have with brands and services.
And this shift extends far beyond e-commerce.
In grocery, it’s rapid delivery. In healthcare, telemedicine and on-demand care. In insurance, automated claims. In fashion, quick try-and-return services. Even the most traditional industries are now expected to offer immediacy and simplicity.
This is the concept of liquid expectations: the idea that consumer expectations transcend categories, sectors, markets and even demographics. Setting a new benchmark for every brand interaction.
say great experiences in one sector raise their expectations for brands they interact with.
How Generation Alpha is driving these expectations
With the growing role of technology, younger generations are having an increasing influence in shaping expectations across ages. In fact, 87% of UK parents acknowledge their Gen Alpha children influence (purchase) decisions (Kantar Kidscan, 2024). Moreover, over 40% of grandparents say they buy products at their grandchild’s recommendation (Hammerson, 2023). Similarly in the US, Children aged 8-14 influence 42% of total household spending (DKC, 2025). A study of 9-13 year olds (Gen Alpha tweens) found 61% have final say on which car their parents purchase and 61% have big influence on what the family eats (GWI, 2024).
We see Gen Alpha is shaping these expectations more than any other consumer cohort. Raised on real-time recommendations, interactive content and instant gratification, they’re not just digital natives, they’re experience natives – their lens defines what good experiences look like for everyone.