The annual gathering of the Consumer Analysts Group of New York is a time for the biggest brands in consumer-packaged goods (CPG) to convince investors “they’ve got it covered.”
For the past two years, presentations have focused on new operational models, digital transformation efforts and e-commerce as channels for growth. This year, as the world stumbles out of the pandemic and into an uncertain geopolitical environment, brand leaders turned the conversation to the biggest concerns in business: disruption in supply chains and inflation.
Though the specifics of marketing approaches took a backseat to operational challenges in this year’s presentations, consumer-centric data and integrated approaches were highlighted as vehicles to marketing success.
If there was an ambition for CPG marketers, it would be to create personalized connections with each consumer with the intent of collecting better insights from first-party data and involving them in digital and virtual experiences. Youth demographics in developing markets are high-growth opportunities for CPG brands, and to attract and engage these potential advocates requires creativity and innovation.