2023 Consumer Trends Index Offers Insights on U.S. Consumer Attitudes and Trends in Brand Loyalty, Personalization, Privacy, Messaging and Advertising Amid Impending Recession
NASHVILLE, Tenn. — February 22, 2023 — Marigold, a global pioneer in relationship marketing and provider of world-class martech solutions, today unveiled key trends shaping the state of relationship marketing in the year ahead with the release of its U.S. Consumer Trends Index 2023. In conjunction with eConsultancy, the U.S.-based report version from the research project looks at consumer attitudes and year-over-year trends in loyalty, personalization, privacy, messaging and advertising based on survey insights collected from more than 1,500 consumers across four generations.
The report details U.S. consumer preferences and what they expect from the brands they buy from, the channels and formats they prefer to communicate on, the type of data they’re willing to share and the terms under which they’re willing to share it.
This data comes at a critical time, as a potential recession hangs over the globe, threatening to bring more uncertainty to purchasing behaviors and, ultimately, the brand to consumer relationship.
“It’s more important than ever for marketers to properly plan and forecast how they will evolve their relationships with consumers and the role loyalty plays into all marketing initiatives,” said Tim Glomb, VP of Content at Marigold. “The voice of the consumer is one of the most important signals a brand can consider when building a roadmap for success. This year’s U.S. report version, based on the Consumer Trends Index research, arms marketers of all stripes with the data they need to inform their relationship marketing strategies and ultimately impact their bottom line.”
The extensive report identifies six key takeaways, which include:
“This report offers brands an extraordinary opportunity to assess their ability to create and execute campaigns that meet and exceed consumers’ growing demand for more personalization, more privacy and a deeper relationship with the brands they know and trust,” Glomb said. “How brands respond will impact their bottom line in both the short and long term.”
The 2023 U.S. Consumer Trends Index is free to download and can be accessed here.
Marigold, in conjunction with Econsultancy, conducted its 2023 Consumer Trends Index of U.S. consumers. This latest report builds on insights from previous years and helps understand the latest trends impacting consumer purchasing behavior in the United States. The insights are based on 1,561 U.S. consumers, covering a nationally representative sample across age and gender, and includes responses from consumers representing different household income bands. The data was collected in October-November 2022.
The format for this version of the report focuses on U.S. consumers, the year-on-year trends, comparisons to global consumers and differences in age demographics. Visit www.meetmarigold.com for the 2023 global report, and coming soon for versions specific to Europe, U.K. and Ireland, age breakdowns and papers with guidance on the trends for a wide range of industries and verticals.
Marigold is a global pioneer in relationship marketing, providing tailored, industry-specific martech solutions to over 40,000 businesses around the world. With Campaign Monitor, Cheetah Digital, Emma, Sailthru, Selligent, and Vuture under one roof, Marigold delivers the technology and expertise marketers need to grow relationships, grow revenue, and ultimately grow their businesses. Find out more at MeetMarigold.com.
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