Consumer Behaviour

New capabilities in Circana Complete Audiences translate changing shopping behaviour into audiences advertisers can activate and measure.

"The answer to the billion-message problem isn't another message. It's making every message relevant," says Jema Birkmeyer, VP, Strategic Accounts at Attentive.

SEA consumers are becoming more deliberate shoppers, weighing authenticity, protection, seller credibility and broader digital information before purchasing.

Brand preference doesn’t disappear, but it splits into two audiences. The consumer still forms the preference. They decide which brands they trust enough to let an agent act for them, and that decision stays emotional and human, says Brian Kealey, Managing Director, APAC, Klaviyo.

Participation should be viewed more as an opportunity for building sustained brand equity and consumer relationships and less as an indicator, says Hira Omar Aamer, Brand Strategy Director, Sprite, Eurasia and Middle East Operating Unit, The Coca-Cola Company.

These capabilities are now available through AnyAI Agent, the company’s enterprise-grade agentic AI solution.

The report finds US consumers have tighter budgets, growing AI influence and high customer experience expectations heading into the holiday season

According to Roxana Nicolescu, VP, Brand Marketing & Social Media (Global), Wego.com, attention is not necessarily disappearing; it is becoming more fragmented, selective and rapidly reallocated between feeds, creators, searches, messages and cultural moments.

Tellagence Discover transforms fragmented conversations across social platforms, creator communities, reviews, forums, and surveys into decision-ready intelligence.

Droga5 São Paulo's Diego Limberti and Black Madre Studio's André Maciel explain why brand recall and emotional loyalty is built through authentic design, strong brand identity, and meaning rather than rewards.