Annual Marigold™ Global Consumer Trends Index Reveals Need for Brands to Deliver on Data Privacy and Personalization to Win Customer Loyalty

(Adnkronos) –
The Report Finds that 63% of Consumers Lack Trust in Social Media Advertising, Signaling a Greater Opportunity to Double Down on Proven Communication Channels
 NASHVILLE, Tenn., Jan. 16, 2024 (GLOBE NEWSWIRE) — Marigold, a global martech leader focused on delivering relationship marketing solutions that help brands and organizations acquire, grow and retain customers, announced the release of the
2024 Marigold Global Consumer Trends Index Report,
which offers valuable insights into relationship marketing for the year ahead. Based on surveys conducted by Econsultancy across nearly 10,400 consumers worldwide, the report examines consumer attitudes and generational differences in personalization, privacy, messaging, advertising and brand loyalty. Today’s marketers continue to face challenges on multiple fronts, including building customer trust, delivering value, navigating economic uncertainty, all while balancing data privacy and personalization as third-party cookies crumble. The

2024 Marigold Global Consumer Trends Index Report

provides insights into consumer preferences that drive marketing decisions and explores the influence of brand relationships. In this year’s report, consumers indicated that they value relationship marketing strategies, personalization and loyalty programs, while third-party tracking tools and social media advertisements continued to rank among the most unpopular. “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,” said Wendy Werve, CMO of Marigold. “In addition to underscoring that email continues to be a critical marketing channel for building loyal customers, this year’s report provides actionable insights that can help brands turn their customers into superfans for the long term.” Heading into 2024, savvy brands can harness these top report takeaways to build better campaigns: "Loyalty is an all-encompassing strategy, not simply a product. This report underscores the significance of messaging-driven loyalty and trust-building through personalization in every interaction. Brands must go beyond generic incentives to establish meaningful relationships with savvy consumers who have become frustrated with irrelevant content and offers," stated Werve. The Marigold Global Consumer Trends Index Report ​​unlocks secrets to consumer preferences and serves as a guide for brands to strategize their approach to relationship marketing. For more information, download the full report here. 
MethodologyFor the 2024 Global study, Marigold and Econsultancy conducted an extensive survey involving 10,394 consumers from September-November 2023 across several markets, including Australia and New Zealand, the Benelux Region, Denmark, France, Germany, Japan, Spain, Sweden, the United Kingdom and the United States. The breakdown by generation is as follows: The 2024 Global Consumer Trends Index provides brands with invaluable insights to navigate the evolving marketing landscape and develop effective relationship marketing strategies that resonate with today's consumers. 
About MarigoldMarigold is a global martech leader focused on delivering relationship marketing solutions that are helping over 40,000 brands and organizations worldwide to find their customers, get to know them, and ultimately turn them into superfans. The company offers industry-tailored martech, email and loyalty solutions — Marigold Grow, Marigold Engage, and Marigold Loyalty — that support the entire customer lifecycle and make it easy for brands to create long-term relationships, build loyalty and grow their businesses. Find out more at MeetMarigold.com. 
Media Contacts:
 Melissa HouriganFabric Mediamelissa@fabricmedia.net720-608-1919 Katie PfisterMarigoldkpfister@meetmarigold.com908-227-7267  —immediapress/globenewswirewebinfo@adnkronos.com (Web Info)