In advertising and marketing, the consumer is the most integral part of any advertising campaign. That’s because industry professionals must first truly know what is in the hearts and minds of the consumers who make up their target audience in order to develop a successful campaign. Adweek’s Consumer category is dedicated to how brands and agencies around the world have tapped into the minds of their audience to deliver optimal results, from touch points and journeys to segmenting and analytics.

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The Math Isn’t Mathing: Gen Z’s Emotional State and Spending

More than half of Gen Z have missed at least one BNPL payment in the last two years.

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How Sperry Is Navigating the Waves All These Years Later

The inventor of boat shoes is still as relevant as ever.

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Every Penny Counts: How Your Marketing Efforts Can Avoid Ad Fatigue

When an audience becomes apathetic to the brand and message, it can make even the best campaigns fall flat.

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Tejari’s Mission to Bring Healthy Snacking to All

The plant-based protein company's mission for convenient, delicious options.

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The Future of Digital Experiences: Less Intrusive, More Intuitive

Notification is a potent weapon to anticipate needs and nudge consumers rather than act as a brand's ravenous desire for attention.

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British Consumer Champion Which? Enters a New Era of Building Trust

Kat Chinnock, head of brand and communications planning for Which?, outlines the campaign strategy.

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How Gen Z and Millennials Are Changing the Mother’s Day Gift List

Flowers and cards are nice, but experiences are really the thing to give.

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8 Brands That Are Meeting Consumers Where They Are

Brands like Costco and Airbnb are going a click deeper to understand and tend to consumer needs.

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The 4 Trends That Defined Commerce in 2022

Retail media was king this year.

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Brave Commerce Podcast: Anton Vincent Talks Brand Experience and Consumer Relationships

On this weeks episode of Brave Commerce, Anton Vincent, president of Mars Wrigley, North America, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss empathy in customer experiences. Brand experiences can [...]

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How Budweiser Builds Community and Relevance by Tapping Into Passion Points

The company launched its largest campaign as a World Cup partner.

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Brave Commerce Podcast: Responding to the ‘No’ and Web3 Integration

CMO of PepsiCo Todd Kaplan discusses the importance of taking risks

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Brave Commerce Podcast: The Changing Landscape of Consumer Habits

Sucharita Kodali of Forrester on consumer spending habits, goal alignment between brands and partners, and the financial future of ecommerce.

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Electrolux Wants You to Know Where Old Clothes Go to Die

The global campaign 'Break the Pattern' has been developed alongside Forsman & Bodenfors.

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South Park Celebrates Its 25th Anniversary With a Traveling Exhibit

The experience culminated in a sold-out 2-day concert in Colorado.