Marigold Engage

Consumer Trends Index 2023 for Europe

Published by CM Group

Listening to consumers is more important than marketing to them. And with a looming pan-European recession, this has never been more important. That’s why Marigold surveyed over 7,000 consumers in Europe on everything from what channels they like to purchase from, why they’ve left a favoured brand and how their spending habits will change due to the rising cost of living.

Here are some of the results:

Email is still performing

48% of consumers in Europe have made a purchase directly from an email they received in the last year. Email is outperforming banner ads by 100%.

Brand loyalty is on the rise

58% of consumers are prepared to pay more to purchase from their preferred brands.

Fewer impulsive purchases, more loyalty benefits

64% of consumers in Europe are “very pessimistic” about the rising cost of living. As a result, 60% of consumers are less likely to make impulsive purchases.

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