Marketing transformation remains a continuous process for many global brands, with 96% of multinational companies undergoing transformation, according to research from the World Federation of Advertisers (WFA) and Ogilvy Consulting. This study, involving 80 senior marketers from 57 companies representing over $60 billion in ad spend, found that 80% agree marketing transformation should be ongoing rather than a finite initiative. Additionally, 71% reported significant or complete changes in their work methods over the past five years. Resistance to change (45%) is the top barrier cited by marketing leaders. Key drivers for transformation include shifting consumer behavior (43%) and new growth opportunities from emerging technologies (41%). Technology and AI are central to these efforts in 78% of cases; however, only 12% of marketing teams currently have the expertise to effectively utilize AI. Supporting this tech focus, a Canva study reveals that 85% of marketers say AI saves them four or more hours weekly, prompting 99% of marketing leaders to increase their AI budgets. Despite these benefits, caution is warranted as 70% of consumers feel they can generally detect AI-generated ads, which they see as lacking “soul. ” The term “AI slop” describes generic or lazy AI content, considered a considerable challenge by 41% of marketers. Furthermore, 78% of consumers prefer ads made by humans, and 74% are more likely to purchase from entirely human-created ads rather than AI-generated ones. Meanwhile, consumer confidence in the UK has fallen sharply, marking its largest quarterly drop since June 2022, declining from -1 to -13, per PwC research surveying over 2, 000 adults. The decline spans all age groups but affects older individuals slightly less. The cost of living is the dominant concern for 90% of consumers, with 75% stating it will affect their spending or saving plans for the year.

Job security worries three in five under-45s and half of skilled manual workers, while housing costs impact two-thirds of 25- to 44-year-olds. In response, 80% of consumers plan short-term spending cutbacks, up from 70% in the prior quarter—a stable figure since the decade’s start. Retail footfall in the UK also suffered, dropping 10. 7% year-on-year in April alongside diminished shopper confidence. High street footfall fell 9. 2%, retail park footfall declined 9%, and shopping centre visits decreased 10. 1%. Adjusting for the earlier Easter (which boosted March footfall by 2. 4%), the combined March-April period still saw a 3. 9% year-on-year decline. The decrease was nationwide, with falls of 5. 2% in Scotland, 11. 3% in England, 13. 8% in Wales, and the largest of 14. 3% in Northern Ireland, reported by the British Retail Consortium. Highlighting consumer behavior trends among younger shoppers, delivery intelligence platform Ingrid found that 53% of Gen Z consumers are ‘serial returners, ’ a rise from 15% in 2023. Half of Gen Z have had online accounts suspended for excessive returns, 21 points higher than average, and 47% have received retailer warnings about return habits. Retailers like Asos and PrettyLittleThing have tightened returns policies, with 35% now charging fees. Nevertheless, 38% of shoppers are undeterred by these fees, rising to 47% among millennials. Additionally, 14% of Gen Z purposely avoid return fees by reselling items on second-hand platforms such as Vinted or Depop.