Knowledge at Wharton Wharton Marketing Matters: Navigating Marketing Shifts Amid AI, Inflation, and Cultural Change
Nov 20, 2025
Peter Adams, Senior Writer at Marketing Dive, dives into the ever-changing landscape of marketing. He discusses how economic shifts and AI advancements are reshaping strategies, emphasizing the importance of brand loyalty and values. Amidst a bifurcated consumer market, he highlights the need for brands to innovate and adapt, such as PepsiCo's identity overhaul and Walmart's nostalgic Grinch campaign. Adams also explores the role of AI in influencing consumer choices and the challenges brands face in responding quickly to cultural moments.
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Bifurcated Consumer Market
- Consumer markets are increasingly bifurcated with growth at the high end and pressure at the low end.
- Marketers must factor value and affordability into messaging even if they aren't budget brands.
Milestones No Longer Drive Purchases
- Traditional spending milestones (houses, kids) are weakening and reduce predictable purchase triggers.
- Brands lose predictable occasions to engage customers, forcing new strategies for demand creation.
Design Loyalty Around Pain-Point Relief
- Use data to craft bespoke promotions that address daily pain points rather than only milestone rewards.
- Alleviate friction (e.g., offer early check-in after a red-eye) to build stronger loyalty than sporadic luxury perks.
