The Global Consumer Products Engagement 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 14,000 general respondents and 750 senior decision makers within marketing teams at 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. Download the Documentin association with
Consumer Products Engagement
The Global
Consumer Products
Engagement Report
Mapping Customer
Engagement Maturity
Consumer Products Engagement
The Global
Consumer Products
Engagement Report
Mapping Customer
Engagement Maturity
5 | 804 | 80
Executive Summary: The Engagement Era
Consumer products (CP) brands are under immense pressure:
inflation driving costs up, supply chain disruptions, market
saturation, and more. And perhaps the most intense pressure
comes from consumer brand loyalty — or rather, the lack of it.
Based on our decades-long experience partnering
with 1,500+ brands to provide personalized
consumer experiences, we’ve found that
consumers today expect more in exchange for
their loyalty. For this reason, we sought to explore
how digital transformation is impacting the status
quo of marketing, both for consumers and brands.
What we found is that transformation is already
underway: Marketing has entered the
Engagement Era.
Executive Summary: The Engagement Era
Consumer products (CP) brands are under immense pressure:
inflation driving costs up, supply chain disruptions, market
saturation, and more. And perhaps the most intense pressure
comes from consumer brand loyalty — or rather, the lack of it.
Based on our decades-long experience partnering
with 1,500+ brands to provide personalized
consumer experiences, we’ve found that
consumers today expect more in exchange for
their loyalty. For this reason, we sought to explore
how digital transformation is impacting the status
quo of marketing, both for consumers and brands.
What we found is that transformation is already
underway: Marketing has entered the
Engagement Era.
7 | 806 | 80
Global Marketer Highlights
77% of all CP marketers believe they need to
“significantly transform” their organization’s customer
engagement approach in 2025.
76% of all CP marketers believe they must adapt
to change “faster than ever before”.
76% of all CP marketers believe AI will be essential
for engaging new customers.
× Only 38% of all CP marketers share customer engage-
ment data with their financial and operational processes
and systems (e.g. Enterprise Resource Planning or ERPs),
and 47% plan to improve this in future.
Global Consumer Highlights
63% of Gen Z say they don’t care about “brands”
as long as a CP meets their needs — more than any
previous generation.
86% of consumers say they’ve made spending cutbacks,
but with notable generational differences in where they
make those cuts.
60% of consumers have switched to own-label
alternatives because they are more affordable.
73% of consumers are put off by brands asking for data
but not explaining how it will be used.
In this era, brands differentiate themselves by
creating a dialogue with consumers, taking an
omnichannel approach across the entire
customer lifecycle. For this type of engagement,
a foundation of connected data across every
touchpoint of a business — as well as the ability
to understand and leverage that data —
is essential to success.
How are CP brands navigating this new era?
What are their priorities around enabling their
data strategy, and what role does AI play?
Which channels are brands relying on to
connect with consumers? Are they going beyond
traditional marketing (like TV ads) to engage on
emerging platforms?
On the consumer side, how do consumers feel
about brands? How are Gen Z shoppers
impacting consumption?
These questions and more were the drivers
behind this Global Consumer Products
Engagement Report, which was conducted in
association with Deloitte. We hope the findings
here will prove insightful for you as you work
towards your engagement transformation.
Key Findings
Sara Richter
CMO, SAP Emarsys
Global Marketer Highlights
77% of all CP marketers believe they need to
“significantly transform” their organization’s customer
engagement approach in 2025.
76% of all CP marketers believe they must adapt
to change “faster than ever before”.
76% of all CP marketers believe AI will be essential
for engaging new customers.
× Only 38% of all CP marketers share customer engage-
ment data with their financial and operational processes
and systems (e.g. Enterprise Resource Planning or ERPs),
and 47% plan to improve this in future.
Global Consumer Highlights
63% of Gen Z say they don’t care about “brands”
as long as a CP meets their needs — more than any
previous generation.
86% of consumers say they’ve made spending cutbacks,
but with notable generational differences in where they
make those cuts.
60% of consumers have switched to own-label
alternatives because they are more affordable.
73% of consumers are put off by brands asking for data
but not explaining how it will be used.
In this era, brands differentiate themselves by
creating a dialogue with consumers, taking an
omnichannel approach across the entire
customer lifecycle. For this type of engagement,
a foundation of connected data across every
touchpoint of a business — as well as the ability
to understand and leverage that data —
is essential to success.
How are CP brands navigating this new era?
What are their priorities around enabling their
data strategy, and what role does AI play?
Which channels are brands relying on to
connect with consumers? Are they going beyond
traditional marketing (like TV ads) to engage on
emerging platforms?
On the consumer side, how do consumers feel
about brands? How are Gen Z shoppers
impacting consumption?
These questions and more were the drivers
behind this Global Consumer Products
Engagement Report, which was conducted in
association with Deloitte. We hope the findings
here will prove insightful for you as you work
towards your engagement transformation.
Key Findings
Sara Richter
CMO, SAP Emarsys