The So What from BCG

Consumer companies are facing a new reality: demand is maturing, competition is intensifying, and generational preferences are diverging. Justin Vincent, part of BCG’s leadership team for consumer and fashion, explains how businesses can avoid fading into the background by choosing a durable purpose, serving real consumer needs, and mastering digital discovery. 

Learn More: 

• BCG’s Latest Thinking on Consumer Products: https://on.bcg.com/4oLtmBB 
• BCG on the Fashion Industry: https://on.bcg.com/4oJzSZh 
• How Gen Z and Gen Alpha Are Rewiring the Fashion Industry: https://on.bcg.com/47LxcEH 
• More on Fashion's Next Gen: https://www.linkedin.com/posts/christine-barton-486ab_retailleadership-genz-ai-activity-7395127354852839424-UpRu?utm_source=share&utm_medium=member_desktop&rcm=ACoAACCYnPQBE42Xbwt6tSxmjChbfZwsa6uBvxc

Chapters: 

00:00-01:19 Introduction/Justin’s ‘So What’ 

01:20-02:32 The evolution of athleisure 

02:33-03:46 Why has growth slowed? 

03:47-04:56 Who is winning and will they continue to? 

04:57-06:06 What is a ‘for purpose’ mindset? 

06:07-08:38 How are different generations served? 

08:39-10:29 How do brands decide what markets to serve? 

10:30-12:32 How can you make your brand stand out? 

12:33-16:03 How should companies decide where to focus? 

16:04-17:39 How do brands decide where to localize and where to stay consistent? 

17:40-18:52 What can consumer companies learn from sportswear brands? 

18:53-19:55 What are the biggest challenges the industry is facing? 

19:56-21:24 Justin’s ‘Now What’ 

21:25-21:38 Outro 

Medtech is a $900 billion industry transforming how we treat, diagnose, and prevent disease—but its innovation engine is slowing. Vikram Aggarwal, global leader of BCG’s medical technology work, explains what’s behind the slowdown and how leaders can rethink regulation, software, and talent to re-accelerate breakthroughs. 

Learn More: 

Vikram Aggarwal: https://on.bcg.com/4osjpc6 

BCG on Medtech: https://on.bcg.com/3LlJ6MC 

How Medtech Leaders Are Revving Up Their Innovation Engines: https://on.bcg.com/4op2Rl8 

Chapters 

00:00-01:25 Introduction/Vikram’s ‘So What’ 

01:26-02:10 What is medtech? 

02:11-03:46 Where are some of the most exciting innovations happening in medtech? 

03:47-05:36 What areas get the most attention? 

05:37-07:33 What are the barriers to innovation? 

07:34-08:36 How do software and hardware innovation compare? 

08:37-09:58 Software in a medical device vs software as a medical device 

09:59-11:40 Is there a lag between innovation in software vs hardware? 

11:41-13:41 What is the ideal innovation environment for medtech? 

13:42-15:13 How do we fix the STEM skills shortage? 

15:14-17:46 What will bring the most value over the next decade? 

17:47-19:04 What is happening at startups vs established companies? 

19:05 – 20:01 Vikram’s ‘Now What’ 

20:02-20:15 Outro 

AI is rising on the agendas of global CEOs, according to the latest edition of the CEO Radar. But a surprising number of chief executives are still struggling to embed the technology into their businesses. On this episode of the CEO Radar Podcast, Edward Adams of Bloomberg Media Studios is joined by BCG Global Chair Rich Lesser and Vlad Lukić, BCG Global Leader of Tech and Digital Advantage, to explore how CEOs can compare themselves to their peers when it comes to corporate integration of AI. Presented by BCG.

Listen to The CEO Radar: https://sponsored.bloomberg.com/immersive-story/bcg/the-ceo-radar-q4-2025 

Space isn’t just for rockets and research anymore. Satellite technology drives precision navigation, automation, and connectivity—quietly powering everything from farming to finance. Troy Thomas, BCG’s global lead for space business, explains why CEOs need a deliberate space strategy to stay ahead of disruption and unlock new growth.  

Learn More: 

Troy Thomas: https://on.bcg.com/4qhq5ea 

BCG on the Space Sector: https://on.bcg.com/4hohjqS 

Space Services Are the Next Frontier for Industrial Companies: https://on.bcg.com/47zs3za 

GAIA: A Foundation Model for Operational Atmospheric Dynamics: https://arxiv.org/abs/2505.18179 

GAIA Foundation Model is available for download: https://huggingface.co/bcg-usra-nasa-gaia 

Chapters 

00:00- 01:16 Introduction/Troy’s ‘So What’ 

01:17-01:57 What would a day look like without space? 

01:58-04:02 How big is the space industry? 

04:03-06:01 The three pillars of space 

06:02-08:05 What pillar is the most significant for growth? 

08:06-10:40 What can space tech really do for a company? 

10:41-12:50 Does every company need a space strategy? 

12:51-14:22 What does a good space strategy look like? 

14:23-15:52 How do you manage risks? 

15:53-16:55 Why would you own your own space assets? 

16:56-19:13 Is there enough space in space? 

19:14-20:33 BCG’s work with NASA 

20:34-22:21 How will space impact the future? 

22:22-23:04 Troy’s ‘Now What’ 

23:05-23:18 Outro 

The like button is more than a symbol — it’s a case study in how innovation really happens. Martin Reeves, chairman of the BCG Henderson Institute and co-author of Like: The Button That Changed the World, unpacks the messy, social, and often surprising process behind major breakthroughs — and what leaders can learn from it as they navigate the AI era. 

Learn More:  

Martin Reeves: https://on.bcg.com/4pWlAph 

Like: The Button That Changed the World: https://www.amazon.com/Like-Button-That-Changed-World/dp/B0D8XM8GZT 

What the Like Button Can Teach Us About Innovation: https://on.bcg.com/48MmONK 

Vote for Georgie Here: https://vote.lovieawards.com/PublicVoting#/2025/podcasts/features/best-hosts

Chapters: 

00:00-01:18 Introduction 

01:19-02:50 The Story of ‘Like’ 

02:51-03:42 Was the like button an invention? 

03:43-05:00 Why do we like to ‘like’? 

05:01-05:31 Is online liking the same as real world liking? 

05:32-06:38 What has been the economic impact? 

06:39-08:01 How to get innovation right 

08:02-08:28 How do you foster an innovative environment? 

08:29-09:33 What role does storytelling play? 

09:34-12:10 The like button and regulation  

12:11-13:21 What lessons can be applied to new tech? 

13:22-14:31 The structure of the book

14:32-16:44 Surprises when researching for the book 

16:45-17:57 The business of thought leadership 

17:58-18:46 What is the future of thought leadership? 

18:47-19:34 What is next for innovation? 

19:35-20:01 Outro 

AI and data help tell us what people do, but not why. Lauren Taylor, global leader of BCG’s Center for Customer Insight, makes sense of the mixed signals that consumers give off. To truly understand what drives people, businesses of course value robust, real-time data. But they also must uncover the context, motivators, and human truth behind every choice. 

Learn More:

Lauren Taylor: https://on.bcg.com/4nfwZ1A 

BCG’s Latest Thinking on Customer Insights: https://on.bcg.com/46iy6Yt 

The Paradox of Pessimism: Why Gloomy Consumers Keep Spending: https://on.bcg.com/3Ir7FH2 

Unpacking the $15 Trillion Opportunity in Leisure Travel: https://on.bcg.com/4gGyCTI 

Mapping the Consumer Touchpoints That Influence Decisions: https://on.bcg.com/3IBLBcD 

GenAI’s Role in Customer Insights: Think "And" Not "Or": https://www.linkedin.com/pulse/genais-role-customer-insights-think-ajr3c/ 

Chapters 

00:00-01:25 Introduction/Lauren’s ‘So What’ 

01:26-02:39 How can businesses cut through the contradictions and truly understand what customers want? 

02:49-03:18 Should we just ignore what people say? 

03:19-04:37 What is consumer sentiment? 

04:38-05:35 What can businesses really learn from consumers? 

05:36-06:20 What factors play into the say-do gap? 

06:21-07:45 How much does emotion shape what people buy? 

07:46-09:08 How and why should businesses deaverage the customer? 

09:09-10:17: How nuanced is motivation across different regions? 

10:18-12:10 What parts of the customer journey actually shape what people choose? 

12:11-12:52 Has AI helped us better understand customers or made things more confusing? 

12:53-13:51 How can companies make sense of conflicting signals? 

13:52-14:46 How is AI changing the way that we understand consumer behavior? 

14:47-16:19 With data available, why is it critical for businesses to still talk to customers? 

16:20-17:07 What mistakes are companies making when it comes to listening to their customers? 

17:08-17:32 What should companies look for in sentiment signals? 

17:33-18:04 Lauren’s ‘Now What’ 

18:05-18:27 Do milestone moments matter? 

18:28-18:42 Outro 

M&A activity is waking up, but many companies are reluctant to leap into the fray. Daniel Friedman, BCG’s global leader of transactions and integrations, explains why bold moves now could pay off. Waiting may feel safe, but the cost could be forfeiting once-in-a-decade opportunities. 

Learn More: 

Daniel Friedman: https://on.bcg.com/4mWHyGW 

Mid-2025 M&A Insights: https://on.bcg.com/3V6ENGF 

BCG’s Latest Thinking on M&A: https://on.bcg.com/4ndP9QU 

BCG’s M&A Sentiment Index: https://on.bcg.com/3VEdBzb 

Chapters:

00:00-02:56 Intro/Daniel’s ‘So What’ 

02:57-04:34 What is different now vs. the beginning of the year? 

04:35-06:13 How quickly will the market recover? 

06:14-08:20 What regions and sectors are particularly active? 

08:21-09:01What are risks that could impede recovery? 

09:02-10:26 What is wrong with waiting on the sidelines? 

10:27-12:00 Do downturn deals tend to deliver more value than boom time deals? 

12:01-13:25 What can a company to do ensure that it finds the right deal? 

13:26-17:02 How has M&A changed in a more uncertain world? 

17:03-18:03 How will AI evolve? 

18:04-19:45 What are the winners doing right in this new environment? 

19:46-21:16 The ‘Now What’ 

21:17-21:33 Outro

Transformation isn’t a gamble—it’s science. Kristy Ellmer, a leader with BCG Transform, unpacks the research behind what really makes change work: involving employees in the journey, preparing for the “messy middle,” and building emotional and practical support into the process. Successful efforts focus equally on shifting behaviors and mindsets, not just strategy and structure.  

Learn More: 

Kristy Ellmer: https://www.bcg.com/about/people/experts/kristy-ellmer 

Preorder Kristy's Book: https://www.amazon.com/How-Change-Really-Works-Science-Based/dp/B0FHBXYSLZ

BCG’s Latest Thinking on Business Transformation: https://www.bcg.com/capabilities/business-transformation/insights 

To Keep Transformations on Track, Incentives Are Crucial: https://www.bcg.com/publications/2025/incentives-are-crucial-for-transformation-success 

The Transformation Paradox: How to Grow When the Growing Gets Tough: https://www.bcg.com/publications/2025/transformation-paradox-how-grow-when-growing-gets-tough 

What happens when people live decades longer than before—but not necessarily healthier? Iana Kouris, customer experience leader at BCG X, explores how companies can help people live longer healthier. Businesses can jumpstart the longevity economy by leveraging CX, behavioral design and change management to develop new products for prevention and customized for the growing elderly population, as well as supporting their employees on this journey. 

Learn More: 

Iana Kouris: https://on.bcg.com/4fvFrXv 

BCGX: https://on.bcg.com/4ltCU1A 

How Digital and AI Will Reshape Health Care in 2025: https://on.bcg.com/4mEGBCu