The modern shopping journey is crowded, chaotic, and increasingly digital. As brands navigate global uncertainties and shifting consumer expectations, personalization has emerged not just as a competitive edge but a baseline requirement. Attentive’s 2025 Consumer Trends Report underscores this reality, delivering a clear message: consumers crave relevance, and they’re not afraid to walk away if they don’t get it.

1. Irrelevant Marketing Is Driving Customers Away

Generic outreach is doing more harm than good. According to the report:

• 81% of consumers ignore irrelevant messages altogether.

• 71% are frustrated by generic marketing.

• 1 in 4 consumers say such messages reduce their likelihood of purchase.

Takeaway: Spray-and-pray marketing no longer cuts it. Relevance is the new currency.

2. Personalization Sparks Engagement and Loyalty

When done right, personalized marketing drives real outcomes:

• 96% are likely to buy when messages are personalized.

• 77% are influenced by relevant product recommendations.

• 90% want more personalized experiences than they currently get.

The top three loyalty drivers?

1. Brands remember preferences (66%)

2. Make relevant suggestions (52%)

3. Recall past interactions (47%)

3. AI Is Making Personalization at Scale a Reality

Traditional segmentation isn’t enough anymore. AI-driven platforms like Attentive AI™ are making it possible to:

• Learn continuously from customer behaviors

• Automate hyper-relevant messaging

• Optimize journeys in real-time

Example: Product discovery based on past purchases and style preferences leads to higher engagement and conversions.

4. The RCS Revolution: App-Like Experiences via Messaging

Rich Communication Services (RCS) is the next frontier in mobile marketing. Unlike traditional SMS, RCS enables brands to:

• Show swipeable product carousels

• Support in-message browsing & buying

• Offer real-time visual order tracking

• Enable rich, two-way customer service

Stats:

• 95% are interested in RCS features.

• 90% say at least one RCS feature makes them more likely to buy.

• 88% of Gen Z and Millennials value AI-powered shopping experiences.

5. Privacy vs Personalization: Striking the Right Balance

Despite rising privacy concerns:

• 99.6% of consumers will share data for personalized incentives.

• 71% want brands to learn from their shopping habits.

However, brands must be transparent and offer control:

• 52% want more control over their data.

• 40% distrust certain apps or platforms.

Solution: Be transparent, offer opt-ins, and communicate how data enhances the experience.

6. Generational Shopping Trends: Not One-Size-Fits-All

Understanding audience preferences by age group can further tailor messaging strategies:

• Gen Z: Loves events, behind-the-scenes content, brand values

• Millennials: Engages with product tips, brand initiatives, and feedback opportunities

• Baby Boomers: Prefer practical info like new launches, recommendations, and reviews

Personalization is no longer a marketing trend—it’s a consumer expectation. From AI and RCS innovations to privacy-centric personalization, the brands that will win in 2025 are those who listen, adapt, and serve each shopper like an individual.

As consumers become more selective and empowered, personalized marketing isn't just about increasing sales—it's about building trust and long-term loyalty.