全球消费者产品参与度报告（英国版）

Mapping CustomerEngagement Maturity 5Executive Summary:The Engagement Era8Methodology12The Maturity Index Score18Trends for 202538Engagement Priorities46Engagement Channels54Barriers to Engagement60Investment Areas & Strategies70Conclusion Contents Executive Summary: The Engagement Era Consumer products (CP) brands are under immense pressure:inflation driving up costs, supply chain disruptions, marketsaturation, and more. And perhaps the most intense pressurecomes from consumer brand loyalty — or rather, the lack of it. Based on our decades-long experiencepartnering with 1,500+ brands to providepersonalised consumer experiences, we’ve foundthat consumers today expect more in exchangefor their loyalty. For this reason, we sought to explore how digital transformation is impactingthe status quo of marketing, both for consumersand brands. What we found is that transformationis already underway:Marketing has entered theEngagement Era. Key Findings In this era, brands differentiate themselves bycreating a dialogue with consumers, taking anomnichannel approach across the entire customerlifecycle. For this type of engagement, a foundationof connected data across every touchpoint of abusiness — as well as the ability to understandand leverage that data — is essential to success. On the consumer side, how do consumers feelabout brands? How are Gen Z shoppers impactingconsumption? UK Marketer Highlights UK Consumer Highlights 87%of all CP marketers believe they must adapt tochange “faster than ever before.” 63%of Gen Z say they don’t care about “brands” as longas a product meets their needs — more than any previousgeneration. These questions and more were the drivers behindthis Global Consumer Products EngagementReport, which was conducted in association withDeloitte. This edition of the report pulls out insightsspecific to the UK. We hope the findings here willprove insightful for you as you work towards yourengagement transformation. 82%of all CP marketers believe they will need to “signif-icantly transform” their organisation’s customer engage-ment approach in 2025. 62%of consumers have switched to own-label alterna-tives because they are more affordable. How are CP brands navigating this new era? Whatare their priorities around enabling their datastrategy, and what role does AI play? Whichchannels are brands relying on to connect withconsumers? Are they going beyond traditionalmarketing (like TV ads) to engage on emergingplatforms? 83%of all CP marketers think AI will be essential forretaining existing customers. 75%of consumers are put off by brands asking for databut not explaining how it will be used. Only 41%of all CP marketers have fully integrated theirCX, Enterprise Resource Planning (ERP), and marketingtechnologies. Only 15%of consumers indicated that they haven’t cutback on buying anything. Sara RichterCMO, SAP Emarsys Methodology This research was conducted by Opinium as part of a global research among a sample of14,000 general respondents and 750 senior marketers across the United Kingdom (UK),US, Germany, Australia, UAE, Taiwan, and Brazil. Opinium abides by and employsmembers of the Market Research Society and follows the MRS code of conduct which isbased on the ESOMAR principles. Opinium is also a member of the British Polling Council. The consumer research was conducted among a sample of 2,000 general respondentsacross the UK. The data was collected between 20–28 February 2025. The marketer research was conducted among a sample of 100 senior decisionmakers in the marketing teams of enterprise-level businesses with 500+ employeesand with $250m+ annual turnover across the UK. The data was collected between3–24 February 2025. Commentary from Deloitte This capability gap between AI's production capacityand traditional content creation represents a significantadvantage for early adopters who balance automationwith authentic brand voice. Forward-thinking organisa-tions can establish frameworks that maximise AI's effi-ciency while maintaining the human-centred experi-ences consumers prefer. Our experience confirms this nuanced reality. We'veseen substantial enthusiasm for AI-generated content,particularly in three key areas: Consumer products brands face a paradox:customers expect more personalisedexperiences but are increasingly selective abouthow they engage. The Global Consumer ProductsReport decodes this complexity, offering vitalinsights for companies navigating the new rules ofcustomer connection. 1.Strategic personalisation where customers want it:AI excels at creating tailored content across locales,segments, and product catalogues — precisely whereconsumers actually want personalisation rather thansimulated interactions. By deploying AI where it adds value while respect-ing consumer preferences, brands can transform theirengagement capabilities in an increasingly competitivemarketplace. 2.Rapid content updates for market responsiveness:The technology can enable swi