I am doing a presentation for a packaged goods company...is it "Consumer's Changing Needs" or "Consumers' Changing Needs" or "Consumers Changing Needs" ? Context: It is for a slide headline that is referring to "consumers" and category information.

Need answer asap if possible...thank you!!!


1 Answer 1


It should be "Consumers' Changing Needs".

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    As it happens, every single one of the 24 written instances of the consumers' changing needs has the possessive after the plural. But I think the fact of that definite article being there strongly argues in favour of singular the consumer... Jun 3, 2015 at 19:42
  • ...there are after all a claimed 6620 written instances of the changing needs of the consumer, but less than a quarter of that number for plural the changing needs of the consumers. So it depends on context and the writer's intention as much as anything - there's not really any concept of "it should be..." Jun 3, 2015 at 19:45
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    @FF Quite right. And anyway, it should be 'The changing needs of the consumer'. Jun 3, 2015 at 21:58

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