The Global Consumer Products Engagement Report | US Edition
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 2,000 general consumer respondents across the US as well as 150 senior marketers at US 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 (US Edition)
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:
- 88% of all consumer product marketers want to “significantly transform” their organization’s customer engagement approach in 2025.
- 85% of all consumer product marketers believe they must adapt to change “faster than ever before.
- Only 35% of all CP marketers share customer engagement data with their financial and operational processes and systems (e.g. Enterprise Resource Planning or ERPs), and 53% plan to improve this in future.
- 56% of Gen Z say they don’t care about “brands” as long as a consumer product meets their needs — more than any previous generation.
- 85% of consumers say they’ve made spending cutbacks, but with notable generational differences in where they make those cuts.
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