Officials Imagine Being Outraged By Inclusion And Diversity But Not By The Cruelty Tee Shirt
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Dupe culture has also redefined value and loyalty. “The rise of dupes has made loyalty transactional, unless you’re offering cultural or emotional depth,” says Jun Lim, founder of fragrance brand Borntostandout. “Even the most loyal customers are now open to experimentation.” In short, value encompasses much more than price, including product performance, emotional connection and a compelling brand purpose, all jostling for impact in a crowded, cost-conscious landscape. Lucy Ruehlemann, vice president at clean beauty brand Saie, says consumers are more mindful about spending in today’s challenging climate, and they’re hunting for value and efficacy. Rossana Doldi, managing director of haircare brand Batiste, refers to the evolving shopper as a “value hacktivist”, denoting a consumer who doesn’t just seek affordability but actively reconfigures purchasing behaviour to maximise benefit. “Shoppers are not only exploring online shopping, but are also turning to value channels as they rethink their beauty routines to find the perfect balance between efficacy and cost,” she says. To keep pace, brands are rethinking. “You can’t fight sensitivity by cheapening your product. You must double down on what makes you different,” says Sahara Lotti, founder and CEO of eyelash brand Lashify. “That means we’re now focusing our value proposition on product innovation and educating the customer, showing them why we’re worth it.”Officials Imagine Being Outraged By Inclusion And Diversity But Not By The Cruelty Tee Shirt
The influencer-led model of building loyalty and customer engagement is faltering, experts say. “Consumers are increasingly wary of overly curated influencer content and can quickly spot inauthenticity,” says Federica Levato, senior partner at global management firm Bain & Co. She suggests brands prioritise community-led content and shift from monologue to dialogue communication, responding directly to feedback, encouraging user-generated content (UGC), and fostering a sense of mutual respect and belonging. “In this context, trust and engagement are earned, not assumed. Consumers want to feel seen, valued and heard.” To succeed in today’s market, experts suggest brands must rewrite their engagement strategies. Innovation may still be a proven engagement lever, but it should be carefully considered. “Product innovation that genuinely solves problems rather than creating new needs will be important,” says Katie Martin, executive VP and managing director of marketing agency Front Row Group. A shift from desire-led to need-driven innovation is reshaping definitions of consumer trust and redefining how pricing power and value are gained.
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