37: Adapting to shifts in consumer behavior: Insights from Rich Honiball, retail executive and adjunct instructor at George Mason University

37: Adapting to shifts in consumer behavior: Insights from Rich Honiball, retail executive and adjunct instructor at George Mason University

From Marketing Beyond with Alan B. Hart by Alan B. Hart

April 15, 2026 · 21 min · Episode 37

About this episode

Rich Honiball discusses how marketers can adapt to rapidly changing consumer behavior and the importance of understanding core customers.

How can marketers adapt when consumer behavior is shifting faster than traditional strategies can keep up? In this episode Rich Honiball shares his perspective on navigating the fundamental transformation that's continuing to happen in how people buy and consume information. Drawing on his experience across retail and marketing leadership roles, Rich argues that today's rapid changes demand agile platforms where personalization becomes necessity rather than luxury, and that two-way communication with customers is critical to understanding what will make their lives easier. He challenges the assumption that economic factors alone explain changing purchase patterns, suggesting instead that consumers simply value different things now and seek expertise from different channels. Rich emphasizes the importance of not abandoning core customers when chasing growth and studying how people actually take in information today . T hroughout the conversation, Rich stresses that while the channels and methods are evolving rapidly, the fundamental work remains grounded in understanding and serving the people you are trying to reach. I n this episode, you'll learn: Why your core customer should…

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