A new consumer landscape is emerging, defined by economic pressure and a fundamental re-evaluation of spending. Net Conversion, a leading data-driven media agency, has released a comprehensive study, "Unlocking More Impact: The New Rules for Consumer Engagement," based on a survey of 1,200 US adults. The findings reveal permanent shifts in purchasing behavior and brand loyalty, providing marketers with a critical roadmap for engaging today's intentional and value-driven consumer.
Quick Intel
92% of consumers have modified spending habits, with 95% expecting changes to be permanent.
85% of consumers are switching brands for economic or value-related reasons.
40% of consumers report decreased brand loyalty compared to a year ago.
45% of shoppers now use AI-powered recommendations, extending their research time.
Effective ads balance clear product benefits (45%) with creative storytelling like humor (40%).
Consumers use an average of 2.9 ad-supported streaming services, a major opportunity.
The New Consumer Reality
The study identifies economic uncertainty as the primary driver of lasting behavioral change. With 59% of consumers describing the economy as worse than a year ago, the pursuit of value has become paramount. This has led to a dramatic decline in automatic brand loyalty, as 85% of consumers now actively switch brands based on economic reasons. However, this does not signal a halt in spending; data shows 89% of consumers are still dining out and 59% are booking leisure travel, indicating a move towards more intentional and considered consumption rather than simple cutbacks.
“Consumers are fundamentally reimagining their relationship with spending," explained Ryan Fitzgerald, co-founder and CEO of Net Conversion. "The most successful brands will recognize this new consumer reality and respond strategically."
Strategic Implications for Marketers
This new environment demands a shift in marketing strategy. The extended consumer research journey, now often involving AI tools, creates more touchpoints for brands to demonstrate value. Successful messaging must balance rational appeals—with 74% ranking "value for money" as the top loyalty driver—and emotional connections through creative storytelling. Furthermore, the proliferation of ad-supported streaming services, with consumers using an average of 2.9 such platforms, presents a significant and underutilized channel for reaching audiences where advertising influence is growing.
“Economic pressure and evolving media consumption create opportunity for savvy marketers," says Fitzgerald. “We’re seeing tangible growth time again by having an agile, data-driven approach baked into a company’s cultural DNA. Brands demonstrating a clear value while meeting consumers where they are will gain a competitive advantage.”
The study concludes that agility and a deep, data-driven understanding of these new consumer pathways are no longer optional but essential for brands seeking to maintain relevance and drive growth in an unpredictable market.
We are passionate performance media pioneers. Our analytics-driven agency thrives on disruptive thinking to drive impact, not optics. Fueled by cutting-edge insights, we tap into what your customers really want and connect them to your brand. We build holistic datasets through Conversionomics and our proprietary MarTech platform to relentlessly hold paid media accountable. The result? Real-time peak performance and enduring business transformation. At our core, we're all about agility, enabling more innovation, a more personal touch and more business impact. Learn more at netconversion.com.
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