5 Hard truths CPG brands must face to win in the engagement era

What happens when the traditional levers of consumer products marketing stop working? For decades, brand recognition, mass media, and retailer relationships were enough to sustain growth. But in 2025, we find ourselves in a far more volatile and fragmented landscape. Loyalty is shrinking. Consumers are more selective, more price-sensitive, and more empowered than ever. Channels are multiplying, and digital expectations are escalating.