#consumer-engagement

#consumer-engagement

No app required: browser-based AR as the go-to for brand content Web-based AR, or WebAR, will see a significant increase in adoption in 2023. The simple, compelling promise of WebAR is that it allows consumers to access AR content via their browser, from anywhere in the world, with no app required. Whether you're on Android, iOS, or a future headset, all you'll need is web access to engage with the infinite possible experiences brands can bring to life through this technology.

Once a brand hits its stride, it can be tempting to coast. As these 2025 Brands That Matter enduring impact honorees demonstrate, longevity (in this case, 15-plus years in business) can inspire innovation. That's particularly true when it comes to finding fresh ways to engage longtime consumers-and court new ones. From Clinique leaning into its longstanding reputation among dermatologists to Lundberg Family Farms getting its shoppers to care

"To everyone who started using Meltdown and suddenly stopped cancelling plans because of a breakout - we owe you an apology,"

To play is human. It's how toddlers experience and learn about the world they just entered. It's also how we as adults rewire our brains and learn new things most effectively. In a world in which consumers are flooded with choices, companies are fighting ferociously to capture and maintain the consumers' attention. The business leaders who are successfully steering their organizations in this digital-first world are using a secret weapon that taps into our most human desire to play: video games.

Chaco has rolled out a number of buzzy collaborations that have brought in significant revenue and social engagement, including partnerships with Fishwife, Bob Marley’s family, and Waffle House.

M&M's mascots are anthropomorphic candies and have become iconic due to their personality, even embracing their cannibalistic nature in commercials that discuss how good they are.

Nostalgia is seductive and emotionally charged, delivering a quick dopamine hit, but surface-level engagement often does more harm than good.

Brands must actively manage their online narrative to ensure consistent and positive messaging across all channels where AI learns and surfaces information. This is essential to avoid being defined without their direct input.

Direct mail marketing is experiencing a resurgence, driven by its effectiveness in reaching consumers, and integrating tactile experiences alongside digital strategies to enhance engagement.

AI Overviews in Google Search now has 2 billion monthly users, increasing from 1.5 billion in May 2025, reflecting strong consumer demand for AI features.

Motor racing offers automotive companies a unique space for technical collaboration and brand alignment with high-performance values, enabling them to showcase innovation and engage consumers.

Micro-moments are brief, seconds-long situations in which people turn to their mobile devices to find an answer or solution, like when searching for a restaurant's menu or an in-the-moment tutorial.

Every beauty founder dreams of accomplishing what Rhode just achieved: a billion-dollar valuation, a cultural following, and a brand that seems to dominate every platform it touches.

Creativity in advertising can still be underappreciated by many brands. However, those who choose to go creative can sometimes live in our heads rent-free.

Consumer interest in experiences and live events is rising with trusted brands having permission to help consumers experience more by leveraging loyalty rewards...

Liquid Death has redefined the perception of water packaging by using humorous, edgy marketing tactics that resonate deeply with millennials and Gen Z consumers.

Our 2025 campaign is designed to meet consumers where they are - whether online, in-store, or on-screen," said Jamie Clover Adams, Executive Director of MAAB. "Michigan asparagus deserves to be the centerpiece of the plate this season, and our strategy reflects that.

Gamification taps into our innate desire for achievement, competition and instant gratification, turning mundane interactions into compelling experiences.

Influencer marketing is something that's become more important for us recently. We recognize the importance that they have in driving a recommendation and connecting with consumers.

When brands struggle with inclusive marketing, I recommend that they look at the demographics of their teams.

Today, festivals aren't just about the line-up - they're cultural barometers, reflecting how people express themselves, connect and experience the world.