Annual Marigold Global Consumer Trends Index Points to Crucial Insights for Communicators

Download the 2024 Marigold Global Consumer Trends Index Report.

Marigold, a global martech leader specializing in relationship marketing solutions, has unveiled the 2024 Marigold Global Consumer Trends Index Report, shedding light on key trends that will shape relationship marketing strategies in the coming year. The report, based on extensive surveys conducted by Econsultancy with nearly 10,400 consumers worldwide, delves into attitudes and generational differences concerning personalization, privacy, messaging, advertising, and brand loyalty.

In a landscape where marketers grapple with challenges spanning customer trust, economic uncertainty, and the evolving dynamics of data privacy, the report emphasizes the pivotal role of relationship marketing. The findings underscore the significance of personalized interactions, loyalty programs, and strategic use of email, highlighting them as crucial elements in building lasting customer relationships.

Wendy Werve, CMO of Marigold, emphasized, "Consumers reward brands they love with a larger share of their wallet and repeat business. The 2024 Marigold Global Consumer Trends Index Report shows that brands earn that love by delivering personalized interactions, in the moments that matter, and demonstrating that they really know their customers."

Key takeaways from the report include the dominance of email in driving consumer purchases, with 50% of respondents making purchases through email offers in the past year. Convenience and quality emerged as significant factors, outweighing economic concerns. The report also underscores the importance of personalization and relationship-building, with 85% of consumers noting that their favorite brand treats them as individuals.

As brands gear up for 2024, the report offers actionable insights, emphasizing the value of loyalty programs, the significance of non-monetary messages for younger consumers, and the enduring importance of creating a value exchange when consumers share their data. Social media skepticism is highlighted, with 63% of consumers expressing distrust in social media advertising, emphasizing the need for brands to reassess their strategies in this space.

The Marigold Global Consumer Trends Index Report serves as a comprehensive guide for communicators and marketers, providing invaluable insights to navigate the evolving landscape of relationship marketing and foster lasting connections with consumers.