It’s 2024 and aside from inflation, unemployment and it being an election year, marketers have yet another challenge on their hands when it comes to their consumers: anxiety.

On the latest episode of Yeah, That’s Probably An Ad, ADWEEK community editor Luz Corona sat down with Forrester Research vp and principal analyst Dipanjan Chatterjee live from The Podcast Lounge at Commerceweek, sponsored by OMD, to discuss why 2024 is the year of the ‘finnicky consumer.’

Forrester Research found that 42% of consumers are experiencing anxiety about what lays ahead this year. However, the concern is not short-term; 48% of today’s consumers are anxious about the next ten years.

Chatterjee offered a 101 in macroeconomics, and shared why marketers should take “kitchen table economics” into consideration and what it will take for brands to prevail during this challenging time.

The current marketing landscape is complex. As a marketer or brand manager, juggling short-term, results-driven priorities with long-term planning and investment can be challenging. You need a partner who understands your business and can help elevate your brand.

Visit omd.com/contact/usa to learn how OMD is 'Creating what's next' and helping brands develop the right frameworks and best practices to succeed in today's ever-changing media landscape.

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Balancing Brand and Demand: ‘Finicky Consumers’ Are Holding Their Dollars Close — Here’s Why 18:49 Share

Yeah, That's Probably an Ad

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Balancing Brand and Demand: ‘Finicky Consumers’ Are Holding Their Dollars Close — Here’s Why