Here’s a newly revealed marketing paradox that might surprise you: 44% of American consumers feel ignored by advertisers.
The kicker?
Many are affluent suburban households making over US $100,000 annually.
You read that right. The customers with the most spending power somehow feel the least seen.
In I Need That, I discuss how our dog brain responds to authentic connection more than clever targeting.
New data proves this dramatically: 68% of consumers hate being followed by targeted ads, and they’re twice as likely to despise AI-driven personalization.
This isn’t too surprising. Even marketers can’t stand being stalked by a product they briefly checked out, or getting hit up on LinkedIn or Twitter by someone’s AI automation.
Yet those same marketers will help spend $9.5 billion on personalization this year. Because it’s cool, and because they can.
The disconnect goes deeper.
Twice as many consumers list religion as a priority compared to marketers. Consumers in general value law and order 75% more. (Easy to see how this misalignment happens along political lines, isn’t it, with most people involved in marketing skewing heavily liberal.)
And while everyone cares about family, safety and health, marketers often miss what really matters to their audience.
This creates a massive opportunity for product makers who understand these consumers. Instead of chasing trending demographics with AI-powered targeting (or what looks popular from inside your own echo chamber), think about:
- Emphasizing traditional values like family, community and security
- Showing how your product supports their lifestyle choices
- Creating messaging that acknowledges their achievements
- Building trust through consistency and reliability
- Speaking to suburban life realities (not just urban or rural)
- Respecting their intelligence and experience
Remember: these consumers have disposable income and make all kinds of purchases. They’re often not looking for the cheapest option OR the trendiest brand.
They want products that reflect and enhance their values.
This reminds me of my December 27 post about Dr Pepper’s success. The Doctor just passed Pepsi to become America’s second most popular soft drink.
While competitors chase youth markets with celebrity endorsements and TikTok trends, Dr Pepper steadily built trust through consistency and relatability.
The brand understands its core audience isn’t looking for the next wild, weird thing in a beverage — they want a reliable brand that respects their choices and delivers quality.
After seven years of sustained growth in a cutthroat category, Dr. Pepper has proven that authenticity beats novelty when you’re targeting consumers with staying power.
Action for you: Review your marketing brief. Are you asking your agency to chase obvious trends, or to connect authentically with consumers who have both the means and inclination to buy? The most powerful creative of 2025 might simply show you understand their world.
Laurier
P.S. To me, the big takeaway here is how the most effective marketing isn’t necessarily the most sophisticated, or the biggest trend. It’s the most visibly genuine. That takes heart and effort to achieve, but you can do it!