Core Insights - The shopping journey has become complex, with consumers expecting a coherent brand story across various touchpoints, including streaming content and social media [1][2][3] Consumer Behavior - A study found that most consumers make their purchase within one week of deciding they need a product, indicating a compressed decision-making timeline [4] - Brand preferences are often established before the purchase moment, with over half of shoppers arriving at stores with a brand in mind, yet many remain open to alternatives [5] - Categories like baby care and fragrance see significant brand switching at the point of purchase, with 16% and 14% of shoppers respectively changing brands [5] Value Perception - Value has become increasingly important, with consumers seeking reliability and peace of mind during uncertain times [7] - Price and quality are consistently the top factors influencing purchase decisions across all consumer packaged goods (CPG) categories [7] Advertising Impact - Over 80% of purchases in essential categories are planned, while discretionary categories show more spontaneous behavior [8] - Advertising plays a crucial role in shaping consumer recall before purchase, with significant recall rates across various categories [8] Generational Trends - Younger consumers (aged 18-34) are more likely to cite entertainment and media as purchase drivers compared to older consumers [9] Entertainment and Commerce - Nearly 73% of consumers appreciate entertaining advertising, and 63% believe it can shape culture, presenting a substantial opportunity for CPG brands [10] - Amazon Ads connects brands with audiences through premium entertainment, allowing for immediate shopping opportunities [11] Full-Funnel Marketing - Brands can leverage AI-powered optimization to understand consumer behavior and measure full-funnel impact [12] - A case study of Tree Hut demonstrated significant growth through a comprehensive marketing strategy, highlighting the effectiveness of digital video campaigns [13] Cohesive Brand Messaging - Brands that create connected and consistent messaging across touchpoints can build consumer trust and confidence in their value-driven choices [14]