Amid a slow economy and cautious consumer spending, many brands are struggling to stay afloat. Yet the pressure to deliver growth remains unchanged. This has prompted marketers to experiment with new strategies to capture consumer attention for their familiar products.

Brands are placing greater emphasis on adaptability, deep customer insight, and authentic communication to build lasting relationships and drive sustainable growth. This approach helps them navigate shifting market conditions, connect meaningfully with target audiences, and strengthen loyalty.

New research from WARC, What’s Working in New Usage Occasions, reveals how brands can boost versatility, position themselves as problem-solvers, and ease consumer price sensitivity.

The report shows that brands can drive growth by tapping into seasonal emotions, using distinctive assets, and building meaningful connections that inspire new usage occasions. With consumer insight and data, these strategies attract new and light buyers, strengthen positive associations, and embed brands into consumers’ daily routines.

According to WARC, consumers tend to stick to established buying habits, with 84 percent choosing their intended brand from the outset of a purchase journey. Disrupting these routines, such as expanding a brand’s association beyond a single task, can open new avenues for growth.

However, creating new usage occasions requires brands to look beyond the product and consider how to integrate into a consumer’s culture, daily life, or seasonal moments.

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Brands using multiple media channels, such as social media and out-of-home advertising, to showcase product versatility and enhance brand relevance can deepen connections with customers, attract new buyers, and integrate into consumers’ joyful moments.

To attract new buyers and remain competitive in a shifting market, brands need to embrace agility and data-driven decision-making. Rapid testing, streamlined processes, and cross-team collaboration help marketers respond to evolving consumer needs.

At the same time, showcasing product versatility, enhancing brand relevance, and engaging authentically with audiences foster deeper emotional connections. Staying current with trends and encouraging workforce ownership to innovate enables brands to build lasting relationships and sustainable growth.

A culture of continuous learning, adaptability, and employee empowerment ensures brands remain responsive to changing market demands.