Second Look
This is an exceptional moment of change and instability in the macro picture of politics, technology, global relations and government policies. Conventional thinking can’t keep up. Old rules-of-thumb are proving unhelpful. Everything needs a second look.
Consumer anxiety is mixed with anticipation and curiosity. AI is both welcomed and feared. Personalization is both wanted and unwanted.
Growth is found in unaccustomed places. U.S. Latinos are a bigger market than all but four countries. Canadian brands are enjoying renewed interest and strong growth.
At every turn, people are rejecting the status quo in favor of anything new. Experimentation is back in vogue. Loyalty is up for grabs. Yet, nobody wants more uncertainty.
Brands must push the edges while remaining steadfast, consistent and meaningfully different. The imperative for brands is both poetry and prose—one to rethink and reinvent and the other to reconnect and reassure.
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Four Key Takeaways for November
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Takeaway: Comfort with AI remains unsettled, equivocal and contingent on the care marketers take with the next generation of applications.
Brand opportunity: Zero in on practical, personal benefits, with lots of support and strong data protections
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Takeaway: Personalization must be personalized—even younger shoppers are split 50/50 on its importance.
Brand opportunity: Personalization should be opt-in, allowing consumers to shop off-algorithm if preferred.
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Takeaway: There is no market, developed or emerging, with more growth potential than U.S. Latinos.
Brand opportunity: Persistent underinvestment in marketing to Latinos means big open opportunities and even first-mover-style advantages.
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Takeaway: Loyalty and purchasing of Canadian brands were growing strongly even before the jump in boosterism precipitated by U.S. tariffs.
Brand opportunity: Country-of-origin has become much more persuasive for consideration and buying.
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