The surprise-driven economy is shaking up consumer markets
From teen-fuelled cinema chaos to surging perfume sales and a slump in sneaker demand, consumer trends are shifting in unpredictable ways. Govindraj Ethiraj explores how legacy data can't always keep pace, with brands like Lenovo spotting unexpected booms in tablet sales. The new consumer economy, amplified by TikTok, is now built on surprises, not just insights.