Personalized Marketing in 2025: Why Consumers Demand More and How Brands Can Deliver
In the age of information overload and digital noise, the modern shopping experience has become more overwhelming than ever. As consumers juggle between choices and brands navigate the complexities of global commerce, particularly with shifting tariffs and economic uncertainty, one thing remains constant: the need for value. In response, personalization is no longer a luxury—it has become a necessity.
Attentive®, a leader in AI-powered mobile marketing, recently unveiled its 2025 Consumer Trends Report: The State of Personalized Marketing, offering a comprehensive look into how consumer behavior is evolving and what brands need to do to stay relevant.
The Call for Personalization
According to the report, personalization is not just preferred; it’s expected. Keri McGhee, CMO at Attentive, summarized the shift succinctly: “The data is clear and consumers want more relevant, personalized experiences, and brands that deliver will see the results.”
The research revealed that a staggering 81% of consumers now ignore irrelevant marketing messages. This isn’t a case of passive disinterest; consumers are actively tuning out generic content. That spells trouble for brands still relying on outdated marketing strategies.
However, there’s a silver lining. A remarkable 96% of consumers say they are more likely to make a purchase when they receive personalized messages. The number one factor that could improve their shopping experience? The ease of discovering products. Consumers want quick access to items that align with their previous purchases, tastes, and preferences. When brands get this right—remembering consumer choices and offering relevant suggestions—purchase intent dramatically increases.
The Cost of Generic Messaging
The report dives deeper into the detrimental effects of one-size-fits-all messaging:
- 8 in 10 shoppers ignore irrelevant messages.
- 71% of consumers are annoyed by messages that don’t apply to them.
- 25% say generic messages make them less likely to buy.
Clearly, irrelevant communication is more than a missed opportunity—it’s a turnoff. However, brands that invest in personalization stand to gain significantly:
- 71% want brands to adapt based on their habits over time.
- 77% say relevant recommendations increase the likelihood of purchase (this jumps to 83% among Millennials).
- 90% believe current levels of personalization from brands are insufficient.
The top three drivers of brand loyalty underscore this shift:
- 66% say they value brands that remember their preferences.
- 52% are drawn to brands making relevant suggestions.
- 47% expect brands to recall previous interactions.
Beyond Traditional Marketing: The AI Advantage
Achieving this level of personalization isn’t possible through traditional segmentation and static workflows. Instead, brands must turn to AI. Technologies like Attentive AI™ are designed to analyze vast volumes of consumer data in real time, allowing marketers to craft messages tailored precisely to individual needs and behaviors.
RCS and the New Era of Mobile Marketing
Another transformative technology on the rise is Rich Communication Services (RCS). RCS Business Messaging is enhancing the SMS experience by introducing app-like capabilities, offering brands an unprecedented level of interactivity with consumers.
RCS features include:
- Swipeable product galleries
- In-message product browsing and purchases
- Real-time visual order tracking
- Verified two-way communication for customer service
The report notes:
- 77% of consumers, including 88% of Gen Z and Millennials, appreciate AI-assisted shopping.
- 95% are interested in at least one RCS feature.
- 90% say RCS capabilities make them more likely to purchase.
As AI and RCS converge, mobile messaging is poised to become the leading platform for personalized, real-time shopping experiences.
The Personalization-Privacy Balance
Despite growing privacy concerns, consumers are still willing to share personal data in exchange for better experiences:
- 99.6% are open to sharing some form of data for relevant incentives.
- 71% want brands to learn and evolve with their shopping behavior.
Still, brands must earn this trust. Privacy-conscious users cited the following concerns:
- 52% want more control over their data.
- 40% don’t trust certain platforms.
- 38% are unclear about how their data is being used.
This opens up an opportunity for brands to lead with transparency. By offering clear data usage policies and empowering users with control, companies can nurture trust while delivering the personalization consumers crave.
Generational Preferences in Personalized Marketing
Though all generations value personalization, they differ in how they engage with content:
- Gen Z favors event invites, behind-the-scenes content, and messaging about brand values.
- Millennials engage most with product tips, brand updates, and feedback opportunities.
- Baby Boomers lean toward practical content like product launches, reviews, and recommendations.
This highlights the importance of demographic-aware personalization strategies. What works for one group may alienate another. The challenge is to balance mass customization with individual appeal.
Charting the Future of Marketing
In a challenging economy where consumers scrutinize every purchase, brands must elevate their marketing strategies. As McGhee puts it, “With AI-driven personalization and RCS-powered messaging, brands now have the tools to create truly 1:1 interactions that elevate the customer experience and build lasting loyalty.”
The future of marketing is clear: it’s personalized, data-driven, mobile-first, and powered by technologies that understand the individual at scale.
Additional Resources
- Download the full 2025 Consumer Trends Report on the Attentive website.
- Join the April 30 Webinar to dive deeper into the data and explore tactical personalization strategies.
Survey Methodology
Commissioned by Attentive, CITE Research surveyed 3,300 consumers in January 2025 across the U.S., UK, and Australia. Participants were over 18, owned smartphones, received email and SMS from brands, and had made at least three online purchases in the previous three months.
About Attentive
Attentive® is a pioneer in AI-powered mobile marketing. Its platform empowers marketers to build hyper-personalized journeys for every customer, leveraging real-time data across channels to drive engagement, loyalty, and revenue. Trusted by brands like GUESS, Urban Outfitters, and Steve Madden, Attentive ensures compliance, performance, and innovation across more than 70 industries.
