As consumer expectations continue to evolve, brands must shift their approach to engagement or risk losing relevance. Speaking with Unspoken, Peter Adesanya, Group Head of Digital Strategy at The REDWOLF Company, emphasized that the future of brand-consumer relationships hinges on personalization, immersive experiences, and ethical marketing.
Adesanya explained that AI-driven personalization is no longer a competitive advantage but a necessity. “Consumers expect brands to know them—what they like, what they need, and when they need it. AI allows brands to move beyond basic recommendations to predictive interactions that anticipate consumer desires before they even voice them.” He pointed out that voice commerce, predictive analytics, and hyper-personalized digital experiences are already shaping the market, and brands that fail to adapt will struggle to keep pace.
However, personalization alone is not enough. Adesanya highlighted the increasing role of immersive technologies like augmented reality (AR) and virtual reality (VR) in consumer engagement. “People don’t just want to see a product; they want to experience it. AR and VR are not just futuristic concepts—they’re real tools that are redefining how brands connect with their audience.” He added that partnerships with media platforms specializing in immersive content could help brands maximize these technologies.
Another shift brands must embrace is the rising dominance of audio advertising. Adesanya pointed out that brands are moving away from traditional metrics like impressions and focusing more on attention. “The real question is, are consumers actually engaging with the message? Audio ads, particularly in formats like podcasts and in-game ads, allow for deeper connection and retention because they command active listening rather than passive scrolling.”
Beyond technological advancements, Adesanya stressed that consumer trust and ethical responsibility are non-negotiable. “People are watching how brands operate. It’s not just about the products anymore—it’s about corporate ethics, sustainability, and real accountability. Brands that fail to align with consumer values will see loyalty decline.”
He warned against performative activism, where companies make hollow statements without concrete action. “Consumers are too savvy for that. If a brand claims to stand for something, it has to prove it through policies, initiatives, and measurable impact. Authenticity is the foundation of long-term loyalty.”