Numeration 2025 was all about what’s next—next-gen consumers, next-gen products, and most importantly, you: the next generation of leaders accelerating brand and business growth at unprecedented speeds. At Numerator, we’re focused on what consumers say and what they do—a powerful combination that delivers the most nuanced and actionable understanding of today’s consumer.
Numerator CEO Eric Belcher opened Numeration 2025 by highlighting our collective future: predictive analytics and anticipatory insights that empower smarter, faster decisions. Numerator’s high-quality data is the foundation of this transformation—data trusted across government, enterprise, financial services, academia, and beyond. This widespread adoption underscores a simple truth: understanding and anticipating the next generation of consumers is critical to the success of today’s brands and retailers.
Let’s look back at the speakers and standout presentations from Numeration 2025.
Insights from Our Clients
- Charles Snellings (Church & Dwight), along with Michelle Pichman (Numerator), discussed Church & Dwight’s modern approach to a unified, reliable view of tracking brand health by integrating consumer sentiment and purchase behaviors across a diverse product portfolio.
- Heather Christman (Bayer) and Susanna Valerius (DUDE Wipes) participated in a panel discussion led by Mitch Louch (Numerator) on how brands of all sizes are shifting from ad hoc and slower traditional research toward faster, more iterative, and strategic research models to stay aligned with brand goals amidst rapidly changing consumer behaviors.
- Erin Martin (Kraft Heinz) and Doug Marcum (Numerator) discussed how Kraft Heinz partnered with Walmart to capture more everyday meal moments by identifying key drivers and barriers to meal engagement, as well as uncovering the most common meal occasions and associated foods.
- Kristyn Chaple (Bacardi) and Scott Johnston (Numerator) explored how Bacardi leveraged consumer-centric insights to develop strategic partnerships with retailers like Total Wine & More, unlocking new growth opportunities by understanding and serving next-generation spirits consumers.
- Karen Krysiak (Henkel) and Shannon Duncan (Numerator) explained how Henkel uses consumer decision hierarchies to unlock shopper decision-making, providing adaptable and intuitive tools for retail partners.
- TJ Moore (Nutrabolt) and Reid Allen (Numerator) shared how Nutrabolt’s investment in Bloom allowed them to reach new segments of energy drink shoppers, tracking launch performance and driving national expansion.
Insights from Industry
- Dr. Salomé Baslandze (Federal Reserve Bank of Atlanta & Centre for Economic Policy Research) discussed the effects of trade tensions and tariffs on consumer costs, focusing on how U.S. policy translates into price changes for everyday consumers.
- Rupal Kamdar (Indiana University Bloomington & Federal Reserve Bank of Chicago) explored the significance of inflation expectations, how they are measured, and their impact on consumer behavior and the broader macroeconomy.
- Prof. Sylvia Hristakeva (Cornell University SC Johnson College of Business) examined how the rapid adoption of GLP-1 medications like Ozempic and Wegovy is transforming consumer food demand, particularly in high-calorie and processed food categories.
- Nik Modi (RBC Capital Markets) presented a case study on the need to integrate behavioral panel data with verified buyer surveys to uncover what drives consumer decisions.
- Jason Dorsey (The Center for Generational Kinetics) delivered a keynote presentation on generational trends, focusing on Gen Z’s consumer habits and perspectives and how understanding these can drive deeper connections and growth.
Insights from Numerator
- Eric Belcher (CEO) delivered opening remarks, setting the stage for the day’s exploration into cutting-edge technologies, economic signals, and generational shifts shaping consumer behavior.
- Dr. Leo Feler (Chief Economist) provided an analysis of current economic and policy shifts impacting consumer behavior, offering insights into a possible high inflation / low growth economic outlook for 2025 and 2026.
- Brian Redmond (Chief Product Officer) presented Numerator’s product roadmap, acknowledging today’s challenges and highlighting how Numerator is committed to continue to lead and disrupt the industry with innovative solutions.
- Emma Mrotek (Client Engagement Consultant) presented research on the current SNAP shopper landscape, offering strategies for brands and retailers to adapt amidst evolving economic conditions and federal program changes.
- Shawn Paustian (Associate Director, Thought Leadership) unpacked original insights into how Gen Z, Millennials, Gen X and Boomers perceive and purchase private label brands across 130+ brands in both CPG and general merchandise.
- Amanda Schoenbauer (Marketing Manager, Content & Insights) discussed the rise of “clean living” as a consumer movement, analyzing how shoppers are embracing cleaner lifestyles across various product categories.
- Dan Arminio (Associate Director, Consulting) explored the February and April 2025 economic blackouts and their ripple effect across industries, discussing how to quantify risk, determine impact, and turn moments of uncertainty into opportunities.
For more information on what the future holds for the next generation of consumers, products, insights, and more, reach out to your Numerator representation or contact us today.
