全球消费品参与度报告：客户参与成熟度图谱

Mapping CustomerEngagement Maturity Table ofcontents 5Executive Summary:The Engagement Era8Methodology12The Maturity Index Score20Trends for 202540Engagement Priorities46Engagement Channels54Barriers to Engagement64Investment Areas & Strategies76Conclusion Executive Summary: The Engagement Era Consumer products (CP) brands are under immense pressure:inflation driving costs up, supply chain disruptions, marketsaturation, and more. And perhaps the most intense pressurecomes from consumer brand loyalty — or rather, the lack of it. how digital transformation is impacting the statusquo of marketing, both for consumers and brands.What we found is that transformation is alreadyunderway:Marketing has entered theEngagement Era. Based on our decades-long experience partneringwith 1,500+ brands to provide personalizedconsumer experiences, we’ve found thatconsumers today expectmorein exchange fortheir loyalty. For this reason, we sought to explore In this era, brands differentiate themselves bycreating a dialogue with consumers, taking anomnichannel approach across the entirecustomer lifecycle. For this type of engagement,a foundation of connected data across everytouchpoint of a business — as well as the abilityto understand and leverage that data —is essential to success. On the consumer side, how do consumers feelabout brands? How are Gen Z shoppersimpacting consumption? Key Findings Global Marketer Highlights Global Consumer Highlights 77%of all CP marketers believe they need to“significantly transform” their organization’s customerengagement approach in 2025. 63%of Gen Z say they don’t care about “brands”as long as a CP meets their needs — more than anyprevious generation. These questions and more were the driversbehind this Global Consumer ProductsEngagement Report, which was conducted inassociation with Deloitte. We hope the findingshere will prove insightful for you as you worktowards your engagement transformation. 76%of all CP marketers believe they must adaptto change “faster than ever before”. 86%of consumers say they’ve made spending cutbacks,but with notable generational differences in where theymake those cuts. How are CP brands navigating this new era?What are their priorities around enabling theirdata strategy, and what role does AI play?Which channels are brands relying on toconnect with consumers? Are they going beyondtraditional marketing (like TV ads) to engage onemerging platforms? 76%of all CP marketers believe AI will be essentialfor engaging new customers. 60%of consumers have switched to own-labelalternatives because they are more affordable. Sara RichterCMO, SAP Emarsys 73%of consumers are put off by brands asking for databut not explaining how it will be used. ×Only38%of all CP marketers share customer engage-ment data with their financial and operational processesand systems (e.g. Enterprise Resource Planning or ERPs),and47%plan to improve this in future. Methodology This research was conducted by Opinium as part of global research among a sample of 14,000 generalrespondents and 750 senior decision makers within marketing teams. Only enterprise-level businesses with 500+ employees and with $250m+ annual turnover were surveyedacross the United Kingdom (UK), United States (US), Australia, Germany, United Arab Emirates (UAE),Taiwan and Brazil. The consumer data was collected between 20–28 February 2025, and the marketers’data was collected between 3–24 February 2025. Opinium abides by and employs members of the Market Research Society and follows the MRScode of conduct which is based on the ESOMAR principles. Opinium is also a member of the BritishPolling Council. If you’d like to view country-specific reports, please click here. Commentary from Deloitte Consumer products brands face a paradox:customers expect more personalized experiencesbut are increasingly selective about how theyengage. The Global Consumer Products Reportdecodes this complexity, offering vital insightsfor companies navigating the new rules ofcustomer connection. 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 organizationscan establish frameworks that maximize AI's efficiencywhile maintaining the human-centered experiencesconsumers prefer. 1.Strategic personalization where customers want itAI excels at creating tailored content across locales,segments, and product catalogs—precisely whereconsumers actually want personalization rather thansimulated interactions. 2.Rapid content updates for market responsivenessThe technology can enable swift adaptation tochanging market dynamics, such as seasonal shiftsand emerging trends. By deploying AI where it adds value while respectingconsumer preferences, brands can transformtheir engagement capabilities in an increasinglycompetitive marketplace. Among the various engagement trends, the dichotomy