A review of actual data is challenging old assumptions about customers.

Several executives realized their real audience looked quite different from their original assumptions – skewing younger, more female, and more digital once they examined actual data instead of legacy perceptions.

“A brand doesn’t get to decide who it is; its customers do. Cole Haan may have long been known as a dress shoe company, but our customers told us, through what they were actually buying and wearing, that they wanted comfort without compromising style. Our job was to listen and build the shoes that already existed in their heads.”

– Laurie Falletta, VP of Ecommerce, Cole Haan.

Discovery is shifting, and customers are doing their own research.

For years, brands built their digital experiences around a familiar journey: discover a product, visit a website, explore the options, and make a purchase.

But executives told us that product discovery is happening elsewhere.

“We don’t script our agents, we train their judgment. The moment you hand someone a script, you’ve told them the answer matters more than the person in front of them, and that’s backwards for retention.”

– Dina Fierro, VP, Global Consumer Engagement, K18 Hair

More customers are arriving to their websites having already done their research through AI tools and online communities like ChatGPT, Gemini, and Reddit to learn about the brand and compare options before ever reaching a website.

INSIGHTS FROM THE DIRECT 60

The Lead interviewed executives transforming go-to-market strategy across leading global brands. Explore the leaders, and the ideas, shaping what comes next.

MEET THE DIRECT 60 →

Your new customer wants to feel seen, which makes personalization more crucial than ever.

Multiple leaders highlighted that customers want to feel understood. They appreciate personalized details, clear recommendations, and brands that build a community rather than just offering a basic rewards program.

“Marketing today is not just about selling a product; it’s about giving consumers a reason to genuinely care about your brand. When you feel included, and a brand feels like a community or a cultural moment, that’s what makes you want to participate. That’s at the core of what I want to build.”

– Jaclyn Greunbaum, VP, Marketing – Beauty, Gap, Inc.

The key is not only understanding who the consumer is, but why they’re buying.

These themes signal a greater emphasis on loyalty built through personalization, community, and connection.

Younger buyers see purchases as self-expression, not just utility.

One leader shared how younger customers are viewing their purchases as a reflection of their identity. That shifts not only how to tell that story but also where you show up.

“We’ve spent a lot of time listening to consumers to understand how men are thinking about personal care, wellness, and self-care today. Those insights inform everything from the products we develop to the stories we tell and the partnerships we pursue, but we also stay grounded in what has always made Every Man Jack stand out. That’s why our outdoor heritage remains a core part of who we are, even as you see it come to life in new ways through our creative packaging, products, sports partnerships, and the experiences we create for consumers. The focus isn’t on changing who we are, but finding new ways to bring our brand promise to life for today’s consumer.”

– Kim Dao, VP, Brand, Every Man Jack

This brand started to connect through events like concerts and sports rather than traditional retail channels. We saw similar trends across wellness and personal care.

It’s time to get to know your customer again.

Evolving consumer behavior is inevitable. The biggest risk for brands is continuing to make decisions based on a version of their customer that no longer exists.

And as discovery, purchasing habits, and expectations continue to evolve, the brands that win will be the ones willing to rethink who they’re actually building for.

“Our job isn’t to manufacture a story and convince people to believe it; it’s to listen closely enough to our customers to understand the role we already play in their lives, identify the truths that exist there, and use our strategic and creative thinking to amplify them in ways that make people feel seen.”

– Carley Caldas, SVP of Marketing & Creative, eos