“If you don’t know me, don’t message me.”
That’s what most people think when it comes to unrelatable brand communication.
According to Attentive’s 2025 Consumer Trends Report, 81% of consumers now ignore irrelevant marketing and a quarter say bad messaging makes them less likely to buy. Personalisation isn’t a nice-to-have anymore; it’s a dealbreaker.
Consumers want their needs met and are not afraid to say it
Consumers are tired of meaningless promos and generic emails. What they actually want is marketing that reflects their preferences, remembers their past purchases, and feels tailored to them as individuals.
And they reward brands that get it right. Over 95% of consumers say they’re more likely to make a purchase when brands send personalised messages. Millennials and Gen Z are especially responsive, expecting AI-powered, mobile-first shopping experiences that feel intuitive and relevant.
According to the report, finding the right product quickly is the top improvement shoppers want in their experience. In other words, don’t make them dig.
AI + RCS: The next mobile marketing power duo
With inboxes overflowing and attention spans shrinking, the future of marketing is on mobile devices. That’s where AI and RCS Business Messaging come in.
Unlike basic SMS, RCS offers rich, app-like interactions that include swipeable product carousels, in-message browsing, real-time order tracking with visual updates, and even interactive customer service chats, all without a separate app.
The report suggests consumers are more than ready for this shift. A significant majority (77%) say AI-powered shopping is appealing, and most are already interested in using RCS-powered features to engage with brands. For many, these features would actually increase their likelihood to purchase, especially among younger shoppers who expect seamless digital experiences.
Personalisation in exchange of data
Despite concerns around data privacy, almost everyone (99.6%) says they’re willing to share personal data in exchange for something meaningful, given that brands handle it responsibly.
What consumers care about is control, transparency, and avoiding shady practices. Many say they’re wary of certain websites or simply don’t know what brands are doing with their data. But if brands can clearly explain how data is used, and offer something useful in return, shoppers are still very much on board.
One size doesn’t fit all
There are noticeable differences in the way generations engage with content. Gen Z gravitates toward event invites, behind-the-scenes content, and messaging that reflects a brand’s values. Millennials are more responsive to product care tips, brand updates, and invitations to share feedback.
Boomers, on the other hand, prefer straight-to-the-point content like new product launches, recommendations, and customer reviews.
Generic marketing doesn’t just get ignored; it actively turns people off. As consumers demand smarter, more thoughtful experiences, brands that invest in personalisation will stand out. Over 80% of shoppers already stopped listening to those who don’t.