Total Retail | April 29, 2025 | By Kevin Ryan, Client Success Manager, Nativo
Inflation anxiety is growing, and shoppers are becoming more selective, value-driven and emotionally invested in the brands they choose to support. This shift presents both a challenge and an opportunity: brands that recognize the evolving consumer mindset and adjust their strategies can win long-term loyalty, while those that fail to adapt risk being left behind.
A recent poll by Rokt found that consumers are not just spending less, they're spending differently:
Winning in 2025 isn't just about competing on price — it's about building trust, creating value and making every interaction count. Here’s how:
Research shows that 29 percent of online shoppers abandon carts when they encounter too many ads. The lesson? More ads do not equal more conversions; they can even damage brand perception. So what’s the smarter strategy?
Now more than ever, the consideration stage is where brands can sway consumers. Offering value — e.g., through travel guides, insurance shopping tips or financial advice — is more effective than forcing your brand into their view just before purchase.
Amazon.com provides a strong example. Its AI-driven product recommendations increase conversions without overwhelming shoppers. By suggesting related or complementary products based on data, Amazon makes ads feel like helpful nudges, not interruptions. This approach reduces cart abandonment.
Contextual targeting — i.e., reaching consumers in relevant ad environments — will be indispensable for overcoming ad fatigue. In an inflationary period, irrelevant ads feel especially grating to shoppers sensitive to marketing gimmicks.
When budgets are tight, flexibility matters. Consumers are more likely to commit if they feel they're getting a deal or financial cushion.
With increased scrutiny on price hikes, from grocery stores to rental properties to ticket sellers, consumers are skeptical. Inflation and tariffs will drive up costs across industries. The key to maintaining loyalty? Transparency, delivered authentically.
Patagonia’s “Don’t Buy This Jacket” campaign remains a masterclass. By urging consumers to buy less — even of its own products — Patagonia built extraordinary trust. Today, the brand can credibly explain that price increases fund fair wages, sustainable materials and durable goods.
Ben & Jerry’s offers another example. The ice cream brand's long-standing commitment to fair-trade ingredients and social causes allows it to justify higher prices as part of a broader mission. When consumers ask, “Why is this more expensive?” brands with clear, honorable answers are the ones that earn loyalty.
While inflation will eventually ease, the habits consumers are forming now will endure. Everyday purchases have become more deliberate. Brands that prioritize relevance, flexibility and transparency today will be the ones thriving tomorrow.
This isn't about flooding audiences with more ads, nor about slashing prices to unsustainable levels. It's about being present in the right moments, offering real solutions, and proving that your brand is worth the investment.
Brands that embrace predictive, engagement-driven audience building will set themselves up for stronger performance in the years ahead
Read More
Delivered to Better Audiences: How to Unlock Incrementality in 2025
Brands need to reach audiences in environments that enhance trust, attention, and brand favorability
Read More
Served in Better Places: Why Direct Publisher Access Matters More Than Ever
Better insights both inform your strategy and actively improve it, every step of the way
Read More
Validated by Better Insights: Why Deeper Intelligence Is the New Competitive Advantage