Between heightened consumerism on the one hand and environmental awareness on the other, marketing pressure plays a key role in maintaining brand visibility and business, while posing significant challenges in terms of mental health and responsible consumption.
Intensive marketing strategies, such as relentless advertising and promotional offers, can cause stress and anxiety among consumers, adversely affecting their psychological well- being.
At the same time, a growing awareness of the importance of reducing our ecological
footprint is encouraging consumers to adopt a more thoughtful approach to consumption.
Brands that rely heavily on marketing pressure risk damaging their reputation and seeing a decline in consumer engagement.
A few insights:
- Consumers receive more than 165 notifications a day, including advertising and commercial
solicitations.
- 80% of messages are not read, even though omnichannel commerce is set to grow by
163% in 2023 in terms of both sales and the volume of offers activated
- On average, 1,200 advertising messages are viewed by our brains every day
- 15% increase in marketing pressure per year over the next 3 years
- 49% of consumers find commercial messages repetitive and uninteresting
- 54% of consumers unsubscribe from brands because of information overload
- 47% of French people report digital fatigue
- 68% of French people expect brands to take into account the impact of products, activities
and services on their mental health
- 10.7% of the world’s population admit to suffering from over-pressure and mental health
problems
tailored experience to each consumer, optimising engagement while minimising the risks associated with marketing pressure. Monitoring feedback is crucial for adjusting strategies according to consumer preferences, ensuring a respectful and effective marketing approach.
