Disruptors Have Eroded Consumer Loyalty — Can CPG Brands Still Build Lasting Relationships?

Don Brett

Published:

August 19, 2025

CPG loyalty is, to be brutally honest, in serious trouble. The Global Consumer Products Engagement Report found that 63% of Gen Z say they don’t care about “brands” as long as a product meets their needs — more than any previous generation.

Retail has long been the king of direct-to-consumer engagement, and as the reigning king the retail industry has gradually raised the bar for consumers, delivering omnichannel experiences that are personalized, relevant, and contextual. As a result, consumer expectations are higher than ever when it comes to brand experiences.

What’s a CPG marketer to do?

This is the question I’m tackling at the live virtual Loyalty Masterclass, coming this September 24. I’ll host a special panel planned to help you put intelligent marketing in motion so you can become the disruptor instead of lagging behind as the disrupted. Read on for an early preview of the session.

Meet the Panelists for the Special Consumer Loyalty Masterclass Session

Leading CPG brands are flipping the script and stealing retail’s engagement crown, breaking down the barriers that traditionally hindered direct-to-consumer engagement so they can win back consumers’ hearts and loyalty.

When you attend the Loyalty Masterclass, here are the experts you’ll hear from in the panel session, Disrupt or be Disrupted: How to Scale Loyalty for the Next Gen of CPG:

Ajay Sharma

VP eCommerce & Omnichannel, North America, Bayer Consumer Health

Ajay has 20+ years of experience in CPG, working for companies like Bayer and Coca Cola. He leads the e-commerce, grocery, wholesale, and pharmacy sectors.

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Dean D. McElwee

Director, Digital Transformation, Stanley Black & Decker Inc.

Dean has 15+ years of experience with CPG giants such as The Coca-Cola Company, Nestlé, Kellogg’s, and now Stanley Black & Decker. He leads global alignment and management of key e-commerce capabilities.

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Can Sanay

Chief Business Officer, North America with SodaStream, Pepsico

Can Sanay’s 15+ years of experience in CPG includes roles at companies like Proctor & Gamble, Duracell, and Pepsico. He heads up e-commerce, marketing, and brand management.

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I myself will be your panel host. Here’s just a little about me:

Don “eCommerce” Brett

Podcast Host & Founder, The CPG View

As the President of Pattern Advisory, Don leads global e–commerce acceleration for brands across 60 countries. Founder of The Retail eCommerce Club and host of The CPG View podcast, Don brings deep expertise in digital transformation from leadership roles at NBG Home, Newell Brands, and beyond. His entrepreneurial spirit and industry insights make him a trusted voice in navigating today’s complex digital marketplace.

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Consumer Loyalty Panel Topics

During our panel session, Disrupt or be Disrupted, I’ll lead a no-frills, no-fluff discussion on what it takes to compete in today’s Engagement Era, where brands are struggling to capture attention long enough to prove their value.

Here’s a sneak peek at what we’ll uncover during the panel:

Unlock ways to break down outdated marketing models. Legacy habits and tech systems can easily become internal barriers that keep your brand from moving toward a more agile, more omnichannel loyalty strategy. We’ll explore how marketers can be inward disruptors that drive real change and promote customer retention. Mindset, culture, and technology all need to be in alignment.

Discover what “real-time engagement” means for CPG. Because CPGs lack that direct point of sale, marketers need to think in new and different ways to create that direct interaction and do it in ways that are both timely and personalized for customers.

Execute personalized experiences at scale. Large companies often need to manage multiple categories, brands, and even regions, which comes with a great deal of complexity. Find out how to balance engagement with privacy regulations while still delivering localized messages.

Build loyalty while still saving your margins. While discounts serve an important purpose, it can be easy to fall into the discount trap, which results in short-term, incentive-based loyalty rather than long-lasting loyalty. We’ll explore how to build real relationships built on trust and emotional connection rather than price.

Ready to Elevate Your CPG Loyalty Strategy?

Be there or be square!

What: Panel session, Disrupt or be Disrupted: How to Scale Loyalty for the Next Gen of CPG
Where: Live online during the Loyalty Masterclass
Date: September 24
Time: 11:00am EDT | 4:00pm BST | 5:00pm CEST

Of course, you should also join the Festival from the very start for insights on how to rethink loyalty in the Engagement Era. Throughout the Festival, you’ll hear from even more great brands like Wella Company and Bioré.

About the author

Don Brett is the President of Pattern Advisory, where he leads global e–commerce acceleration for brands across 60 countries. Founder of The Retail eCommerce Club and host of The CPG View podcast, Don brings deep expertise in digital transformation from leadership roles at NBG Home, Newell Brands, and beyond. His entrepreneurial spirit and industry insights make him a trusted voice in navigating today’s complex digital marketplace.