Marcus Jacob
Senior partner at McKinsey's Berlin office and expert on consumer behavior and economic trends, providing analysis on how inflation and rising necessary costs are affecting household consumption in Germany and Europe.
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Apr 9, 2026 • 8min
Zwischen Inflation und Zurückhaltung: Die neue Realität des Konsums
Marcus Jacob, Senior Partner in McKinsey’s Berlin office and consumer-behavior expert, explains why German and European households curb spending. He outlines how rising costs for housing, food and transport have squeezed discretionary budgets. He discusses structural shifts in consumption, implications for companies’ pricing and assortments, and how communication and product design must adapt.
