ANA Spotlight: Consumer Spending Is Shifting — Here’s How to Adapt

ANA Spotlight


SEATTLE, WA - “The pandemic, inflation and rising prices have all caused a profound shift in the way consumers spend. But spend they do, and the good news is that so far the economy — and consumer wallets — have been mostly resilient. And for brands and marketers that want to capitalize on that, meeting consumers with the right experiences will be crucial.” - Anna Otieno, Head of Research, Strategy, and Insights

In her latest article published by the ANA, New Engen’s Head of Research, Strategy, and Insights, Anna Otieno breaks down shifts in consumer spending and how retailers, brands, and marketers can adapt in her latest article.

According to a recent Forrester report, U.S. online retail sales are projected to reach $1.6 trillion by 2027 and the overall retail sector will generate $5.5 trillion by 2027. But offline retail sales will still make up 70 percent of total retail sales by 2027.

“The pandemic, inflation and rising prices have all caused a profound shift in the way consumers spend. But spend they do, and the good news is that so far the economy — and consumer wallets — have been mostly resilient. And for brands and marketers that want to capitalize on that, meeting consumers with the right experiences will be crucial.” - Anna Otieno, Head of Research, Strategy, and Insights

Read the full article.

About the ANA Association of National Marketers
The ANA is the U.S. advertising industry's oldest and largest trade association. Originally known as the Association of National Advertising Managers, it was established to promote cooperative relationships between regional and national advertising industries, manufacturers and dealers, and advertisers and agencies.

About New Engen
New Engen is a performance marketing agency helping brands find breakthroughs to unlock and accelerate growth. Born digital, tech-forward, and performance-driven, we lean on a data-driven, agile approach to marketing strategy and creative development to help brands outpace their competitors and stay ahead of the ever-evolving digital ecosystem. New Engen is based in Seattle with offices in New York, Los Angeles, Charlotte, and Charlottesville.

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