Personalization, Data Privacy Among Consumers’ Priorities for Brands
Of the 10,000+ people surveyed for Marigold's 2024 Global Consumer Trend Index, 85% say their favorite brand treats them like an individual.
Marigold’s 2024 Global Consumer Trend Index takes a deep dive into how brands should approach relationship marketing this year, revealing customer preferences and behaviors around personalization, privacy, messaging, advertising and brand loyalty. The overarching theme? Brands should find their people, get to know them and then make them superfans.
A few more key takeaways from the report:
- Brands should get personal: Of the 10,000+ consumers surveyed, 85% say their favorite brand treats them like an individual.
- Privacy is paramount: 61% of consumers find that ads based on indirect tracking tools are “creepy.”
- Brand loyalty is immensely valuable: 63% of consumers will pay more to shop with the brands they’re loyal to.
- Price isn’t the end-all, be-all: When making a purchase decision, customers also consider factors including product/service quality, convenience and customer service.
For more insights, download the full report here.
