The Global Consumer Products Engagement Report
About the Report
Consumer products (CP) brands are operating in a high‑pressure environment: costs are up, supply chains are stretched, and loyalty seems harder than ever to sustain. Their customers want real connections with brands, they expect more in exchange for their loyalty. Brands truly are entering The Engagement Era.
We teamed up with Deloitte to survey 14,000 general respondents and 750 senior decision makers within marketing teams at enterprise-level businesses. Our extensive research showcases how both consumers and brands are adapting to shifting paradigms and embracing engagement channels beyond traditional marketing and retail media.
Key Findings
We’ve identified trends in consumer behavior, marketing strategies, investment in engagement, and more. Here’s a small sample of what you’ll find in the report:
- 77% of all CP marketers believe they need to “significantly transform” their organization’s customer engagement approach in 2025.
- 76% of all CP marketers believe they must adapt to change “faster than ever before”.
- 76% of all CP marketers believe AI will be essential for engaging new customers.
- 63% of Gen Z say they don’t care about “brands” as long as a CP meets their needs.
- 86% of consumers say they’ve made spending cutbacks, but with notable generational differences in where they make those cuts.
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