44% of Americans report feeling ignored by the media and most advertisers. This is a staggering figure for any business seeking to build loyalty and engagement. The volume of communication from brands is not the issue, consumers receive a flood of ads daily. The real problem is that these ads don’t connect on a meaningful level.
Brands continue to rely on frequent outreach, assuming that more ads equal more engagement, but nearly half of consumers feel overlooked. This suggests that consumers are craving personalization, relevance, and genuine interaction rather than just being bombarded with generic messages.
As consumers expect brands to listen and respond to their values and preferences, failing to do so results in a feeling of being ignored.
Consumers are increasingly frustrated with how their personal data is used in advertising. 67% of consumers express discomfort with being “trailed” by targeted ads, raising significant concerns about privacy and data usage.
Even more telling, 70% of consumers believe these ads are irrelevant to their needs, despite being targeted.
When a majority of consumers feel as though the ads targeting them don’t apply, it raises questions about how effectively marketing teams are using the data available to them. In an environment where privacy concerns are growing, ineffective targeting amplifies consumer mistrust, leaving them feeling more disconnected than engaged.
The surprising disconnect between marketers and their customers’ core values
The understanding of consumer sentiment comes from a comprehensive study by iHeartMedia in collaboration with Malcolm Gladwell’s Pushkin Industries, with input from Morning Consult, Advertiser Perceptions, and Critical Mass Media.
iHeartMedia’s study, based on polls of 237 marketers and nearly 4,000 consumers, provides a clear window into the ongoing disconnect between marketers and their audiences. The disparity between how marketers believe they are engaging with consumers and how those consumers actually feel provides crucial data on the evolving dynamics of marketing and consumer relationships.
Marketers and consumers think differently about spending
A major disconnect exists between how consumers and marketers approach spending. Consumers are cautious and often look for approval or perform research before making purchases over $100. Such behavior indicates that consumers are highly deliberate in their decision-making, likely influenced by budget constraints, social proof, or risk aversion.
Marketers, on the other hand, demonstrate a vastly different purchasing behavior. iHeartMedia’s study stated that many marketers make decisions involving $1,000 or more within a matter of hours or days, and without seeking outside approval. It shows a lack of understanding about the deliberative process that consumers go through. For marketers, this is a major oversight.
Without fully understanding the careful nature of consumer spending, marketing messages may appear out of touch, focusing on speed and convenience rather than the research-driven approach many consumers take.
When marketers and consumers clash
iHeartMedia found a notable gap in how marketers and consumers prioritize certain personal values. For instance, 30% of consumers consider religion a “top important value,” while only 15% of marketers align with this belief. The divide is similarly stark when it comes to “law and order,” with 28% of consumers prioritizing this value versus only 16% of marketers.
Such figures illustrate a deeper disconnect on cultural and societal issues. Consumers expect brands to recognize and reflect their core beliefs, while marketers often miss this opportunity by focusing on broader or less nuanced messaging.
Marketers who fail to align their messaging with these key values are missing out on connecting with nearly a third of their potential audience.
Smart strategies to win back disconnected consumers
The risks of ignoring consumer expectations are high. 72% of consumers state they don’t want to buy from brands that make them feel overlooked. Such a statistic details the importance of recognizing and engaging your audience.
Consumers are increasingly selective about where they spend their money, and brands that fail to meet their expectations risk losing their loyalty. 75% of consumers are willing to pay more for brands that share their values.
The consequence of failing to resonate with your target audience could be losing immediate sales and long-term customer loyalty.
Aligning values should be your top priority
Both consumers and marketers express a desire for shared values, but consumers are more sensitive to whether brands truly reflect their individuality. Modern consumers are more aware than ever of the authenticity behind brand messages, and this influences their purchasing decisions.
Consumers expect brands to understand them on a personal level, valuing authenticity and alignment with their own beliefs. In this context, personalization involves truly connecting with what matters most to consumers.
Brands that can successfully align their offerings with consumer values stand to not only retain customers but also build lasting relationships that transcend individual transactions.
For marketers, the key to regaining consumer trust lies in better understanding and addressing personal values like religion and law and order, values that are important to larger portions of the consumer base than many realize.
Realignment requires more thoughtful and nuanced messaging. When refining ad targeting and focusing on these values, marketers can reduce the perception that consumers are being stalked by irrelevant content.
How marketers can boldly engage consumers
Brands face increased pressure to weigh in on hot-button issues. While risky, taking a clear stance on issues that align with the company’s values can lead to deeper engagement with like-minded consumers.
In a polarizing election year, this is particularly important, as consumers are more likely to support brands that align with their political and social views. When carefully navigating these issues and authentically expressing their values, brands have the potential to not only deepen consumer relationships but also strengthen customer loyalty.
It’s important to weigh the potential risks carefully, as polarizing stances can alienate some segments of the market.
How marketers can reclaim consumer trust
In order to succeed, marketers need to focus on creating meaningful connections with their audience. Consumers are not just looking for brands that offer products, they want to engage with companies that understand and reflect their values.
Brands that invest in aligning their messaging with consumer beliefs and take the time to build genuine relationships will stand a better chance of regaining the trust of disconnected consumers.
Many are willing to pay a premium for brands that share their values, making it clear that the realignment of marketing strategies to reflect this shift is a smart investment in long-term loyalty.
