Two sides of the same coin; the yin and the yang; two sides of the equation — 2025 will be a year of consumer contradictions. Consumers will behave in opposing ways.
But the two behaviors aren’t created equal: One will mask the other, predominant one. As a result, brands will be befuddled about what to believe. Consumers will become more disloyal to brands yet join more loyalty programs. Cancel culture will boil over, but consumers will start to tune out. Those that succeed in 202...
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