Closing the Gap
Consumers have put some distance between themselves and the marketplace. They are not disengaging from the market, but they are more watchful, thoughtful and prudent about risks and opportunities. With inflation and global conflicts in recent memory and with AI and climate looming ahead, consumers feel the ground shifting.
This means more discipline and vigilance with household finances. Spending has been resilient, but consumers are demanding more value, both benefits and price.
This also means a new level of scrutiny from consumers. Brand trust and credibility are worse than ever. Consumers are turning to influencers and other sources instead, and soon enough, to AI, too, as investments continue to accelerate AI rollouts.
Brands must step up now. Measured attention to ads is down significantly in recent years. To break through and stick, brands need to lean in harder and close the gap with value and trust, the underpinnings of meaningful difference and brand growth.
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