Kirsten Green of Forerunner Ventures demystifies the COVID-19 consumer – TechCrunch
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"In general, the the consumer has proven to be more resilient than I would have thought, "said Kirsten Green, founder of Forerunner Ventures, which invests in D2C stars like Glossier, Hims and Bonobos.
She joined us for a Extra Crunch Live conversation to help us better understand buying habits in the COVID-19 era. With tens of millions of unemployed and uncertain, people are spending less, but Green appeared with a healthy dose of optimism, while admitting that planning for his worst-case scenario was wrong.
Your first line advice for businesses
Take a cautious approach, be prepared for tough decisions, but be aware of this. Not only do you have an instinctive reaction, which is "it's the apocalypse, we all need 36 months on the track, fire half of your staff and go to the bunker". I think the biggest opportunity for companies right now in many ways is to create value by demonstrating their flexibility.
