More than half (54%) of consumers say they will spend cautiously. Regarding financial security, 39% feel insecure, while 37% feel the opposite. Have brands lost their power over consumers or are consumers immune to branding?
Nearly three-quarters of Americans (74%) say they are more likely to buy a cheaper brand instead of their favorite brand to save money in the new year. And when it comes to what people want to see from brands, things have shifted. Consumer desire for funny brand messaging has fallen five percentage points (to 51%), while interest in educational messaging has increased by nine percentage points (to 42%). Motivational messaging remains popular at 49%.
Attest’s survey reveals consumer sentiment is shifting from e-commerce to a more omnichannel approach. The number of consumers who say they shop “mostly” or “always” online declined markedly by 13 percentage points (to 26%) compared to last year (39%). The rebound in in-store shopping is being led by Gen Z, following a 15 percentage point decline in habitual online shopping among this demographic.
Additional insights from the Attest survey include:
- Consumers are willing to pay for environmentally friendly products despite most consumers controlling their spending. Last year, 44% of consumers wouldn’t pay anything extra for a green product, but that figure has decreased to 40%. Gen Z is the most likely to pay a premium (73% say they’d pay more), while boomers are the least likely (50%).
- Almost half (49%) of consumers agree that the economy is more important than the environment, and all demographics hold this opinion. It also bridges the gender divide, as men and women agree.
- While a sizable minority of consumers (28%) don’t want brands to delve into sensitive or political issues, a majority do. Poverty and inequality (37%) are the top issues people want to hear from brands. This is followed by racism and women’s rights (both at 26%). There has been a -6 percentage point decline in the desire for brands to take a stance on gun violence (22%).
- In particular, female consumers (34%) are looking for brands to weigh in on women’s rights. Gen Z women (aged 18-26) feel this way especially strongly, with 59% wanting brands to take action on women’s rights.
The Shift in Consumer Power
Gone are the days when brands could dictate consumer behavior through slick advertisements and catchy jingles. Today’s consumers are more empowered than ever, thanks to the internet, social media, and abundant information. They compare prices, read reviews, and make decisions based on peer recommendations rather than being swayed by traditional branding.
This shift has diminished the one-way communication brands once had with their audiences. Instead of passively absorbing brand messages, consumers actively shape a brand’s image through user-generated content, feedback, and even public criticism.
Are Consumers Immune to Branding?
It would be a mistake to claim that consumers are entirely immune to branding. Strong brands like Apple, Nike, and Coca-Cola continue to dominate their markets, proving that branding still matters. However, the nature of branding has evolved. Today’s successful brands go beyond logos and taglines—they cultivate trust, authenticity, and emotional connections.
Consumers are not immune to branding but have developed a sharper radar for inauthenticity. The rise of greenwashing, performative activism, and misleading claims has made them skeptical. As a result, brands that fail to deliver on their promises or align with consumer values risk being dismissed.
The Influence of Market Saturation
Market saturation is another factor contributing to the perception that brands have lost power. Every industry is crowded with competitors offering similar products and services. In this sea of sameness, it becomes increasingly difficult for any brand to stand out.
This has shifted the focus from branding as an identity tool to branding as an experience. Modern consumers expect brands to offer something unique: exceptional customer service, a superior product, or a commitment to social and environmental responsibility.
The Evolution of Branding
While it may seem like branding has lost its edge, it’s more accurate to say it’s being redefined. Today’s branding is less about persuasion and more about connection. Consumers want to engage with brands that reflect their values, contribute positively to society, and provide real value.
For example:
- Transparency: Brands that are open about their practices, pricing, and challenges build trust.
- Sustainability: Consumers increasingly demand that brands minimize their environmental impact.
- Inclusivity: Representation matters. Brands that embrace diversity resonate with broader audiences.
Brands that adapt to these expectations can maintain their influence. Those who cling to outdated practices risk irrelevance.
Branding in the Age of Empowered Consumers
Brands haven’t lost power over consumers, but the influence dynamics have changed. The modern consumer is informed, discerning, and vocal. To remain relevant, brands must focus on authenticity, deliver on their promises, and align with their audience’s values.
In this new era, branding isn’t dead—it’s evolving. The thriving brands will be those who understand their customers as partners, not passive recipients, and who create value beyond the product itself. For marketers, the challenge is clear: adapt or fade into obscurity.
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