Marigold：2024年美国消费者趋势指数

2024UnitedStates

Consumer

TrendsIndex

Thelatestconsumerinsights

intomarketingchannels,

messagingengagement,brand

loyalty,dataprivacy&more

INCONJUNCTIONWITHECONSULTANCY

2

TableofContents

03Methodology

04Introduction

06AtaGlance:KeyThemes&Stats

08AddressingtheEconomy

12MarketingChannels

12EmailRemains#1

14SocialMediaAds&Posts

14SMS

16Mobile

18LeverageTechConsolidation

toYourBenefit

19MessagingFrustrations

andEngagement

19Frustrations

21EngagementbyMessageType

23BrandLoyalty

23TheValueofLoyalty

25Consumers’FavoriteBrands

28LoyaltyDrivers

30TheArtoftheWin-Back

34BigLLoyalty

37Privacy,Zero-PartyData

andtheValueExchange

38BrandInteractions:Creepyvs.Cool

40ConsumerBehavior

RegardingDataPrivacy

43TheValueExchange

45CustomerSurveys

48NavigatingSocial

MediaPessimism

48WhythePessimismExists

49ConsumerResponse

49WhyItMatters

52IndustryStatistics

55WrapUp

3

Methodology

TheConsumerTrendsIndexisanannualresearchstudy

designedtoimpartbrandswithconsumerdataandinsights

criticaltodevelopingeffectiverelationshipmarketingstrategies.

Forthe2024UnitedStatesiteration,Marigold,inconjunctionwith

Econsultancy,surveyedatotalof1,012U.S.consumers.

FIELDDATES:

September2023–November2023

GenXGenerationX

19.5%

AGES43–58

197RESPONDENTS

MillennialsGenerationY

42.9%

AGES27–42

434RESPONDENTS

GenZGenerationZ

BoomersBabyBoomers

22.4%

AGES59–77

227RESPONDENTS

15.2%

AGES18–26

154RESPONDENTS

4

WEHAVEAVISIONATMARIGOLD:

Findyourpeople,

gettoknowthem

andmakethemsuperfans.

Onfacevalue,it’sasimplephrase.Butlookingdeeper,it'sa

seriesofstepsthatperfectlydefinerelationshipmarketing.

Yourjourneyasabrandsimplyisn'tcompletewithoutastrategytoforge

genuineconnectionswithcustomers.Thisideaisn'texactlyasecretthese

days,butit'seasytolosetrackofwhyeffortslikerelationship-building

andloyaltycultivationaresoimportant.That'sthebeautyofthe

ConsumerTrendsIndex.Weaskthequestionsthatmatterandbring

insightsintothefoldthatyoucanusetoguideyourstrategyforthe

comingyear.Thevalueofbrandloyalty,forexample,isconsiderable.Despiteaturbulenteconomy,astaggering78%ofU.S.consumerswillpaymoretoshopwiththebrandsthey’reloyalto–alargerfigurethanthealreadyimpressive63%

observedamongconsumersgloball

y.

Muchofthisyear’sconsumerdatasuggestsapositiveturnfrom

previousyears.Inwhatshouldbewelcomenewstobrands,U.S.

consumers–especiallyMillennials–aregrowingmoreoptimisticabout

theeconomicoutlook.Andwhileconsumersarestillweighingtheir

purchasedecisionscarefully,it’sabundantlyclearthatpriceisnotthe

end-all-be-all.Sizablenumbersofconsumersrankfactorslikeproduct/

servicequality,convenienceandcustomerserviceaboveprice.

Athemethatcontinuesfor2024isthebalancingactbrandsmustplay

withpersonalizationanddataprivacy.Consumerswantpersonalized

experiencesandfeelfrustratedwhenbrandsfailtodeliverthem.Thefavorite

brandsofconsumersdon’tmakethiserror–nineintenconsumers

citethattheirfavoritebrandtreatsthemlikeanindividual.Butthe

waythispersonalizationisdeliveredmatters.Circumventingconsumers

viaindirecttrackingtools,orevenworse,providingpersonalizedadsto

consumersyou’veneverinteractedwith,isaneasywaytomakethemfeel

creepedout.Thetransparencyofyourdatapracticesisparamountwhen

80%ofconsumerscitedataprivacypoliciestobeanimportant

orcriticallyimportantfactorinmaintainingtheirloyalty.

5

Elsewhere,thestoryofcrumblingcookiesfinallymeetsitsclimax

in2024,withGoogle’sthird-partycookiephaseoutslatedfor

completionbytheendoftheyear.Notably,GoogleChromeis

themostpopularbrowserusedamongU.S.consumers.

Thisdaggerintheheartofcookieswillundoubtedlychange

thelandscapeofretargetedadvertisements,withbrandsforced

toleanintocontextualads–welcomenewsforthemajority

ofconsumerswhoarecreepedoutbythird-partycookies.

Andonthetopicofadvertising,sayhellotothe2024electioncycle–an

influencethatwilldrivealreadysoaringadvertisingcostsevenhigher.

Fortunatelyforbrands,thereareripeopportunitiesin2024todoubledown

onprovencommunicationchannelslikeemail(whichisoutperforming

othermarketingchannelsinconsumerpurchasefrequency)andthe

valueexchange(whichconsumersarewillingparticipantsin).

There’salottounpackfor2024.

Now,let’sdivein.

AtaGlance:KeyThemes。Stats

havemadeapurchasefromanemailinthelastyear,comparedto

50%forsocialmediaadvertisements,49%forsocialmediaposts,

30%forSMS/MMSmessages,and21%forbanneradvertisements.

51%

ofconsumers

Brandloyaltyisimmenselyvaluable.

Brandsneedtosatisfyconsumerdesiresin

severalkeyareastomaintainit.

Economicoptimismisgrowing,fueledlargelybyMillennials,andconsumersarelookingformorethanjustthelowestprice.

willpaymoretoshopwith

thebrandsthey’reloyalto–arise

from72%ayearago.

78%

ofconsumers

50%

ofconsumers

areoptimisticabouttheeconomic

outlook–highestforMillennialsat65%

andlowestforBabyBoomersat31%.

Sizablenumbersofconsumerscite

product/servicequality(65%),

convenience(58%)andexcellent

customerservice(53%)asfactors

moreimportantthanpricewhenitcomes

tomakingapurchasedecision.

Brandpurposeresonatesbest

withyoungerconsumers.

77%。81%

ofGenZofMillennials

citetheyarelikelytoengagewith

messagesaboutbrandpurpose-related

activities,comparedto62%ofGenX

and53%ofBabyBoomers.

Inasimilarfashion,67%of

GenZand73%ofMillennials

findbrandpurposetobe

importantorcriticallyimportant

tomaintainingbrandloyalty.

Thisfigurefallsto55%forGenX

and46%forBabyBoomers.

6

80%ormoreofconsumerscitethefollowingaseither

importantorcriticallyimportanttomaintainingtheir

loyalty:customerservice/support,dataprivacypolicies,

product/servicequality,optionsandavailability.

Theconsumerdesireforpersonalizationisclear.

81%ofconsumers

91%

ofconsumerssaytheir

favoritebrandtreats

themlikeanindividual.

84%

ofconsumerscitetheyarelikelytoengagewithapersonalized

offertailoredtotheirinterests.

thinkpersonalizedbirthday

offersare“cool,”while

77%thinkthesameabout

productrecommendations

basedonpastpurchases.

50%

ofconsumers

aremorelikelytoengageinaloyalty

programthisyearcomparedtolast,

whileonly9%arelesslikelytoengage.

Point/rewardsystemsanddiscountsrankatopconsumers’

desiredloyaltyprogramcomponents,butnearlyathirdofGenZ

andMillennialswanttheloyaltyprogramtoofferasenseofbrand

community,liketheabilitytoconnectwithotherswholikethebrand.

Whenitcomestosharingtheir

datainexchangeforsomething,amajorityofconsumersfindvalue

inloyaltypoints/rewards(91%),

discounts/coupons(90%),early/exclusiveaccesstooffers(88%),

achancetowinsomething(84%),unlockingcontent(69%)and

brandcommunity(67%).

56%

ofconsumers

areengagingwith

socialmedialess

forthesakeoftheir

mentalhealth.

7

AtaGlance:KeyThemes。Stats

Thedemandforloyaltyprogramscontinuestogrow.

Thepushforgreaterdataprivacyismakingzero-partydataevenmoreimportant.

59%

findadsbasedonindirecttrackingtools,like

third-partycookies,tobea“creepy”marketingtactic.

Infall2024,GoogleChromewillbecomethenextmajor

browsertodisablethird-partycookies.

ofconsumers

Fortunately,thevalueexchangeisaliveandwell.

Consumerpessimismsurroundingsocialmediaishardtoignore.

58%

ofconsumers

don’ttrusttheadvertising

theyseeonsocialmedia.

Addressing

theEconomy

8

Economicturbulenceisundoubtedlyimpactingconsumerbehavior.

Thisyearcomparedtolast,morethanhalfofconsumersaredoing

moreresearchbeforemakingpurchases,withsimilarnumberswaiting

longerforsalesandrelyingmoreoftenonloyaltyprogrambenefits.

Nonetheless,consumeroptimismregardingtheeconomyisbeginningtorise.Halfofconsumersindicatetheyareoptimisticabouttheeconomic

outlook–aliftfrom42%ayearago.Thisoptimismislargelybeingdriven

byyoungergenerations–55%ofGenZandawhopping65%of

Millennialsarereportingoptimismwithrespecttotheeconomic

outlook,fallingto36%forGenXand31%forBabyBoomers.

What’snotableisthat,evenamongthemoreeconomicallypessimistic

generations,thereareaslewoffactorsconsumersstilldeemtobemoreimportantthanpricewhenmakingpurchases.Overall,morethanhalfofconsumersciteproductorservicequality(65%),convenience(58%)

andexcellentcustomerservice(53%)asmoreimportantthan

price,withaconsiderablenumber(45%)placingabrand’sreputation

overpriceaswell.Thesefiguresareevenhigherfortheeconomically

pessimisticBabyBoomers–infact,moresothananyothergeneration,theyplaceproduct/servicequality(77%),convenience(66%),excellent

customerservice(56%)andbrandreputation(54%)aboveprice.

Yes,priceisimportant.Butitisn’ttheend-all-be-allforadaptablebrands.

Therisingcostofliving

Myoveralljobsecurity

Theeconomic

outlook

Myfinancialsituation

9

Howwouldyoudescribeyourfeelingsregardingthefollowing?

PESSIMISTIC

44

36

29

57

65

24

27

22

24

26

39

37

25

52

56

29

29

21

33

42

UnitedStatesOverall

%outof100

OPTIMISTIC

48

55

64

35

22

59

62

67

60

41

50

55

65

36

31

57

60

69

52

36

GenZMillennialsGenXBoomers

Comparedtolastyear,whenbuyinganewproductfrommyfavoritebrandI’m…

DoingmoreDoinglessAboutthesame

52

48

46

33

33

27

21

21

19

Waitingforaslongasit

takesfortheproductIwant

tocomeonsale/offer

Researchingtoensurethe

productmeetsmyneeds

beforebuying

Relyingonloyaltyprogrambenefits

10

44

31

25

Buyingasquicklyas

possibleregardlessofhow

muchitcosts

Whichofthefollowingaremoreimportantthan

pricewhenmakingapurchasedecision?

65%

U.S.Overall

Thequalityofthebrand'sproductsorservices

Excellentcustomerserviceandsupport

Convenience

e.g.,availability,purchase,ordeliveryoptions

58%

U.S.Overall

53%

U.S.Overall

41%GenZ

44%GenZ

66%Millennials

60%Millennials

69%GenX

57%GenX

77%Boomers

66%Boomers

23%

U.S.Overall

45%

U.S.Overall

Thebrand'sreputation

Thebrand'sethicalvalues,

includingitsstanceon

social/environmentalissues

32%GenZ

33%

U.S.Overall

44%Millennials

32%GenZ

46%GenX

42%Millennials

54%Boomers

26%GenX

25%Boomers

4%Noneoftheabove

5%Millennials

5%GenZ

4%GenX

11

40%GenZ

55%Millennials

54%GenX

56%Boomers

Aconsistentdigital

experience

27%GenZ

26%Millennials

17%GenX

18%Boomers

2%Boomers

12

MarketingChannels

EmailRemains#1

Yearsgoby,newsocialplatformsenterthemarket,andyetitisemailthatcontinuesitsreignasthemostpopularchannelfordrivingconsumerpurchases.Inthelastyear,more

consumershavemadeapurchasefrom

anemail(51%)thanfromasocialmedia

advertisement(50%)orpost(49%),SMS/MMS

message(30%),orabannerad(21%).

13

Fortunately,advancementsintechnologyhaveelevated

email’sabilitytodeliverhyper-relevant,masterfully

segmentedmessagesthatresonatewithconsumers

onanindividuallevel.Thedesireforpersonalized

messaging–acriticalcomponentofrelationship

marketing–isarecurringthemesurroundingmodern

consumers.Theyseektimeliness,relevanceandan

individualizedtouch–emailcontinuestobetheoptimal

channelformarketerstodeliveronthesefronts.

Tothoseoutoftheloop,email’ssustained

performancemaycomeasasurprise.

Butifyoureallytakeastepbackandthinkaboutit,

emailinboxesareeverywhere.Emailhasbecomea

prerequisiteforinteractingwiththedigitalworld–good

luckcreatinganaccount,subscribingtoanewsletter,

oroptingforpaperlessbillingwithoutemail.Unlike

socialplatformswhereconsumerscan“detox”or

“unplug”forawhile,checkingemailisanactual

day-to-daynecessityformany.Itsaccessibilityand

widespreadconsumerreliancemakeemailanobvious

choiceforthesavvymarketertobringvisibilitytotheir

messages–but,ofcourse,consumerscanandwill

unsubscribeifthesemessagesmissthemark.

14

SMS

Nearlyathirdofconsumershavemadea

purchasefromatextinthelastyear.

Whileittrailsemailandsocialmediaintermsofpurchase

frequency,it’sworthnotingthatSMStechnologyhas

continuedtoadvancewithnewpersonalizationand

real-timemessagingcapabilitiesofitsown.Short

ofmakingaphonecall,SMSisamongthequickest

methodsforgarneringtheattentionofyouraudience.

Thishasmadeitapopularoptionfortime-sensitive

communications(likeappointmentreminders,restaurantseatingupdatesandin-storepick-upnotifications).Many

brandsarerethinkingtheircustomerjourneysandhow

toincorporatebothemailandSMSintheirpromotions.

SocialMediaAds&Posts

Whileothermarketingchannelscontinueto

trailemailwhenitcomestopurchasesmade,

youngerconsumers–especiallyMillennials–are

undoubtedlyembracingsocialmediatofind

newbrands,productsandofferings.

Socialmediaplatformshavecapitalizedwithexpandedmonetizationefforts,demonstratedinrecenthistorywith

theweavinginofnewe-commerceopportunitieslike

integratedshopsonTikTok,InstagramandSnapchat.

Interestingly,socialmediaadsandpostshaveanextremelysimilarlevelofpurchasefrequencyamongU.S.consumers

(50%foradsvs.49%forposts).Thisisadistinctionfrom

globalconsumers,wherealargeradvantageforsocial

adsispresent(48%foradsvs.43%forposts).Ultimately,

thisispositivenewsforbrandswhowanttoleaninto

organicsocialgrowthamidsoaringadvertisingcosts.

43

42

61

59

42

48

38

44

53

51

50

49

42

41

29

30

28

24

23

21

15

12

11

15

Haveyoumadeapurchasefromanyof

thefollowinginthelast12months?

Millennials

GenX

GenZ

UnitedStatesOverallBoomers

64

30

Email

SMS/MMS

SocialMediaAd

BannerAd

SocialMediaPost

Mobile

It’s2024.Theneedformobile

optimizationisagivenatthispoint,

whichcanbeeasiersaidthandone

dependingonthecapabilitiesofyour

organization.Justincaseyoustill

needconvincing,here’stherundown.

Rememberthose51%ofconsumers

who’vemadeapurchasefromanemailin

thelastyear?Makeitanemailviewed

viamobileandthatnumberonlyfalls

to38%.Forperspective,ofallpeoplewho’ve

boughtsomethingfromanemail,roughly

three-quartershaveboughtfromanemail

theyviewedinamobileformat.Allthemore

reasontovieweveryemailasitwillbeseenon

amobiledevicebeforeschedulingthesend.

16

Rightnow,you’reprobablywithinreachfrom

yourownmobiledevice–andpotentially

readingthisreportfromatabletorphone.

Sinceourmobiledevicesareonus

everywherewego,mobileunsurprisingly

playsasignificantroleinon-the-flyin-store

researchaswell.Justshyofhalf(48%)

ofconsumershaveusedtheirphone

in-storetoresearchorotherwisehelpwith

purchasedecisions.Whatrelevancedoes

thishaveforbrandsexactly?Well,pulloutyourphone,pretendasifyou’reacustomer,

andvisitarandomproductpageonyour

website.Mostwebsitetechnologytodayis

prettygoodaboutmobileoptimizationfor

basicformatting,butnavigationsequences

andcopyarealittletrickier.Howeasyis

thewebsitetonavigatewithnomouse?

Andisthecopysuitableformobile(i.e.no

wallsoftext,noTLDRsnecessary)?

17

Whichofthefollowinghaveyou

doneinthelast12months?

Boughtdigitalcontentviamymobilephone

Receivedorsentmoneyfrommymobilephone

Boughtaproductorservicethrougha

mobileapp

41%

U.S.Overall

52%

U.S.Overall

51%

U.S.Overall

48%

U.S.Overall

Usedmymobilephone

in-storetoresearch

35%GenZ

52%Millennials

37%GenX

orhelpmedecideto

makeapurchase

34%GenZ

54%Millennials

56%GenX

52%Boomers

35%GenZ

41%GenZ

51%Millennials

57%Millennials

63%GenX

25%Boomers

54%GenX

44%Boomers

43%Boomers

Browsedforproductsin-storebut

purchasedelsewhere

Boughtaproductor

servicebecauseofanemailIviewedonmymobilephone

40%

U.S.Overall

38%

U.S.Overall

37%

U.S.Overall

Visitedandmadeapurchase

in-storeasaresultofan

emailorSMSpromotionreceived

32%GenZ

44%Millennials

37%GenX

35%GenZ

32%GenZ

41%Millennials

48%Millennials

35%GenX

31%GenX

34%Boomers

40%Boomers

26%Boomers

LeverageTechConsolidation

toYourBenefit

Withtighteningbudgets,techconsolidation

initiativeshavebecomeanewnormalasmany

marketersaretaskedtomaximizetheirefficiency.

Overthepastseveralyears,advancementsinmarketingtechnology

andcorrespondingbrandeffortstoensurenostoneisleftunturned

havecausedbrandstoamassavarietyoftechnologiesfroma

varietyofvendors,spanningSMS,email,pushnotifications,loyalty

programsandbeyond.Unintentionally,thishascontributedto

bloatedinfrastructure.Andwhilemarketingteamshavestitched

togethertechnologiesand“madethingswork,”aconstricted

economicenvironmenthasbeenthecatalystneededtoreducethebloat.Brandsarenowpressedtodeterminewhatisnecessary,what

isn’t,andhowtheneedtohitamultitudeofchannelscanstillbe

satisfiedwithtechconsolidations.Whiletheprospectofchangingmarketingtechnologiesandprocessescanbedaunting,thereis

valuethatarisesoutofconsolidation,beyondbudgetaryrelief.

18

Akeyadvantageoftechconsolidationistheabilitytocreatemoreconsistentexperiences.Asidealasitwouldbeforaconsumertoseeapromotiononagivenchannel,andfollowimmediatelywith

apurchase,thebuyingjourneyisn’talwayssostraightforward.

Consumerswillseeamessageorpromotion,they’llideate,they’ll

browse,they’llresearch,they’llinteractwithyourbrand,and

eventuallymakeapurchasedecision.Theseactionsoftentake

placeacrossplatformsanddevices,whichbegsthequestion:

Howconfidentareyouinyourbrand’sabilityto

provideconsistentcross-channelmessaging?

Usingdistinctplatformsfordistinctmarketingchannels

elevatestheriskofdisjointedandinconsistentexperiences.

Whenyoucentralizeandconsolidateyourmessagingwitha

cross-channelplatform

,itbecomeseasiertoprovidealogicalflowofcommunication,asdoestheabilitytomanageand

integratedata–noreconcilingdifferentcustomerIDsfromdifferent

vendorstopiecemealtogethertherightmessagingcadences.

Ifyourbrandhasn’talreadyaddressedtechconsolidations,expect

toseethemsoon.Asthesayinggoes,playwiththecardsyou’re

dealt–inthiscase,useconsolidationasanopportunitytosatisfy

thelongstandingconsumerdesireforconsistentuserexperiences.

Messaging

Frustrations

。

Engagement

19

Frustrations

Messagingisthevesselbywhichbrandsconnectandcultivate

genuinerelationshipswithcustomers.

It’snosecretoptimizedmessagingisthecoreofanyintelligentmarketingstrategy.Andyet,messagingfrustrations–namelyalackofpersonalization–persistamong

consumers.Nearlyhalf(48%)havebeenfrustratedbyirrelevantcontentor

offersinjustthepastsixmonths,withthesamenumbercitingthey’vebeen

frustratedbymessagesthatfailedtoreflecttheirwantsandneeds.

Whilethesemetricsareconcerningfromahigh-levelperspective,theyalso

presentaneasy-winopportunityforbrandsiftheymakepersonalizationapriority.It

comesbacktotheideaofmarketersshiftingawayfromcast-and-blastpromotions

andputtinganhonesteffortintounderstandingconsumersonapersonallevel.Foryourprospects,itcanbeassimpleasupdatingyourlandingpagesbeyond

standardformfieldsandcollectingdataonpreferencesandinterests.Foryour

currentcustomers,itcanbeassimpleassendingoutsurveysorpollsthatgive

themanopportunitytoexpresstheirevolvingneeds.Then,itjustcomesdown

toleveragingthedataeffectively–achallengethathasbecomeeasierwith

advancedmarketingtechnology

thatcanhelpyouidentifysegments,expandcampaignsanddelivertriggeredpersonalizedmessages.

Irrelevantcontentorofers

Messagesthatdidn't

recognizemyshoppingorloyaltycardhistory

Messagesthat

didn’treflectmywantsandneeds

30%GenZ

45%Millennials

51%GenX

67%Boomers

38%

U.S.Overall

48%

U.S.Overall

43%GenZ

40%Millennials

45%GenZ

53%Millennials

46%GenX

39%Boomers

20

Haveyouexperiencedanyofthefollowing

frustrationsfrombrandsinthelastsixmonths?

48%

U.S.Overall

28%GenX

36%Boomers

EmailsentatatimewhenIwasn'tlikelytoseeit

Messagingbasedon

informationaboutme

thatIhadn'tshared

37%

U.S.Overall

32%

29%GenZ

directlywiththebrand

U.S.Overall

36%Millennials

31%GenZ

31%GenX

40%Millennials

33%GenX

25%Boomers

36%Boomers

EngagementbyMessageType

There’snoshortageofcampaignpossibilities

whenitcomestoresonatingwithconsumers.

Consumersaremostlikelytoengagewithmessagescontaining

discountsandcouponcodes,loyaltyprogrampromotions,

sale/holidaypromotionsandpersonalizedoffers–allaremessagetypesripeforpersonalization.Robustcustomerjourneymapping

playsakeyrolehere–differentstagesinthecustomerjourney

requiredifferentofferstoreallybeenticing.Ratherthanuniversal

promotions,isolatethevariousjourneystagesamongyour

customers,andcreatecompellingoffersequences.Itmaytake

abitmoreworkupfront,butitcanhelpalleviatefrustrationswith

irrelevantcontentandoffersexperiencedbyoverhalfofconsumers.

21

Outsideofoffersandpromotions,product

announcementshaveproventograb

consumerattention,withmorethaneight

intencitingalikelihoodtoengage.

Engagementlevelsbegintofalloffwithnewslettersand

brandpurpose-relatedactivities.Bothstillhavetheirplace,

butitiscriticalforbrandstothinkabouttheiraudiencesand

segmentswhenlaunchingorre-imaginingtheirnewsletter

strategy.Brandpurpose-relatedactivitiesinparticulararehighlysituational–justamongagegroups,therearecleardifferences

betweenyoungerandolderconsumers.77%and81%of

GenZersandMillennialsrespectivelyarelikelytointeract

withbrandpurpose-relatedactivities,slidingto62%for

GenXersandfallingto53%forBabyBoomers.Therelative

Boomerapathytowardsbrandpurpose(andothersocial-themed

brandactivities)isarecurringthemeinour2024data,where

theyconsistentlypollthelowestamongallagegroups.

89%

U.S.Overall

88%

U.S.Overall

85%

U.S.Overall

ExclusiveVIPofers

Discountsandcouponcodes

Salepromotionsorholidaypromotions

Loyaltyprogrampromotions

73%GenZ

91%Millennials

83%GenX

82%Boomers

.82%GenZ

77%GenZ

91%Millennials

88%GenX

94%Boomers

75%GenZ

91%Millennials

90%GenX

88%Boomers

82%

U.S.Overall

67%

U.S.Overall

84%

U.S.Overall

Personalizedemailsthatsurpriseyou

withoferstailoredtoyourinterests

Product

announcements

Newsletters

Brandpurpose-relatedactivities

e.g.,socialactivism,

environmentalinitiatives,etc.

71%GenZ

74%Millennials

61%GenX

55%Boomers

82%GenZ

85%Millennials

81%GenX

79%Boomers

22

Howlikelyareyoutoengagewitheach

ofthefollowingbrandmessages?

88%

U.S.Overall

87%Millennials

91%GenX

91%Boomers

70%

U.S.Overall

77%GenZ

73%GenZ

81%Millennials

87%Millennials

62%GenX

89%GenX

53%Boomers

83%Boomers

23

TheValueofLoyalty

Loyaltyremainsincrediblyvaluableforbrands

in2024.Morethanthree-quarters(78%)of

Brand

Loyalty

consumerswillpaymoretoshopwiththebrands

they’reloyalto–arisefrom72%ayearago.

Thebrandsabletosecurethisloyaltyarepoisedtobenefitina

varietyofways–loyaltyopensthedoorforincreasedrevenue

opportunitiesamongcustomerswhilereducingthepressureof

acquiringnewones.

Brandsunabletosecureloyalty,meanwhile,areatrisk.Evenwhen

abrandhasasuitableproductorservicethatcommandsmore

thanjustone-offpurchases,loyaltyisn’tagiven.Aconsiderable

70%ofconsumerssaythereareexampleswherethey

frequentlybuyfromthesamebrand,butdon’tactually

feelloyal.Thisdelicatepurchasingbehaviorreinforcesthe

criticalimportanceofadedicatedloyaltystrategy.

Arethefollowing

statements

trueorfalse?

%answering“true”

Overall

UnitedStates

GenZ

Millennials

GenX

Boomers

I'mloyaltosomebrands,

andI'llpaymoreto

shopwiththem

I’mloyaltosomebrands,butI'llbuyfromcompetitorsifit's

cheaperormoreconvenient

Thereareexampleswhere

Ifrequentlybuyfromthe

samebrand,butIdon't

feelloyaltothatbrand

I'mnotloyaltoany

particularbrands

24

78%

69%

83%

77%

76%

74%

67%

71%

80%

80%

70%

65%

71%

67%

74%

13%

16%

11%

11%

17%

Consumers’FavoriteBrands

Whencraftingloyaltystrategies,whatbetterplace

tostartthanbylookingtothebrandswho’veearned

the“favored”statusamongtheirconstituents?

Asitturnsout,favoredbrandsaregettingquiteabitright.

Theyaredeliveringconsistentexperiencesacrosschannels,

practicingpersonalizationandrelationship-building,rewardingcustomersfortheirloyalty,andrespectingdataprivacy.When

combined,thesebrandeffortsareagreatrepresentationof

relationshipmarketinginpractice–acommitmenttocultivating

genuineconnections,carriedoutbyconsistent,personalized

messagingthatmakescustomersfeellikeVIPs.It’salottoaccountfor.Butwhentheendresultisloyalcustomers

whowillpaymoretoshopwithyou,it’sworththeeffort.

25

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Myfavoritebrand...

Providesaconsistentexperience,regardlessofwhereIinteractwithit

95%

Usesmydatainawaythatmakesmefeelcomfortable

92%

Rewardsmeformyloyalty

91%

Treatsmelikeanindividual

91%

Strivestodeveloparelationship

89%

Makesmefeelspecial,likeaVIP

88%

SurprisesmewithrewardsIdon'texpect

84%

Influencesmylifebeyondtheproductsandservicesthatitprovides

81%

Inanothertestamenttothe

valueofaloyalcustomerbase,

71%ofconsumerscitethatif

theirfavoritebrand’snea