However, many consumers have been frustrated in their dealing  with brands. They say they have received:

• Irrelevant content or offers — 48%
• Messages that didn’t reflect my wants and needs — 48%
• Messaging based on information about me that I hadn’t shared directly with the brand — 37%
• Email sent at a time when I wasn’t likely to see it — 32%

Not to worry: shoppers are likely to engage with these types of brand messages:

• Discounts and coupon codes — 89%
• Loyalty program promotions — 88%
• Sale promotions or holiday promotions — 88%
• Exclusive VIP offers — 85%
• Personalized emails that surprise you with offers tailored to your interests—84%
• Product announcements — 82%
• Brand purpose-related activities — 70%
• Newsletters — 67%

Although they are less likely to buy via email, 89% of Gen X likes personalized emails that surprise them. So do 83% of Boomers, 87% of Millennials and 73% of Gen X. 

Want to inspire brand loyalty? Consumers say their favorite brand: 

• Provides a consistent experience regardless of where I interact with it — 95%
• Uses my data in a way that makes me feel comfortable — 92%
• Rewards my loyalty — 91%
• Treats me like an individual — 91%
• Strives to develop a relationship — 89%
• Makes me feel special, like a VIP — 88%
• Surprises me with rewards I don’t expect — 84%
• Influences my life beyond the products and services that it provides — 81%

In addition, consumers say these factors are important or critically so in keeping them loyal to a brand:

• Customer service/support — 82%
• Range of options/product choice — 82%
• Availability offline/in-store — 81%
• Data privacy policies — 80%
• Quality of product or services — 79%
• Loyalty programs — 73%
• Mobile app/website — 71%
• They work hard to build a relationship with me — 65%
• Brand purpose — 62%

On a separate note, 50% of consumers overall are optimistic about the economy. 

Millennials are most positive about the rising cost of living (64%), their overall job security (67%), the economic outlook (65%) and their financial situation (69%). 

Gen Z runs second, and Boomers last—65% of Boomers are pessimistic about the rising cost of living and 56% about the economic outlook, exceeding all other generations. 

Marigold, in conjunction with Econsultancy, surveyed 1,012 U.S. consumers from September-November 2023.