Challenges and opportunities are aplenty for marketers in 2025, evidenced by economic turbulence, evolving expectations around personalization and privacy, and the enduring value of customer loyalty.

It’s clear in the research that consumers want brands to deliver experiential value, and it’s equally clear that they’ll pay more to shop with the brands who can successfully win their loyalty. The responsibility is on marketers to generate this loyalty—a complex process that includes delivering value beyond price, using consumer data responsibly, and, of course, meeting each consumer with the right offer at the right time.

Navigating these aforementioned challenges is where a relationship marketing strategy shines. It’s about making the effort to know and understand your consumers, and leveraging your findings to curate relevant experiences that make them think: this brand gets me.