60% of Marketers Increasing Value-Based Messaging

With mounting price pressures fueling a shift in consumer expectations, many marketers are making strategic changes to their use of owned channels (email, text, websites). These channels have evolved beyond simple conversion tools: They now play a key role in reinforcing brand value, building trust and fostering long-term loyalty. Wunderkind’s latest study on the U.S. tariff effect reveals some of the top adjustments that marketers are making right now:

• 60% of marketers are upping price and value-based messaging.
• Another 60% are using opt-in incentives to grow their lists.
• 43% of survey respondents said they are deploying behavioral triggers with owned channels. 
• Barely any (a mere 2%) of marketers report making no changes.

Wunderkind notes “Personalized campaigns tied to cart behavior, product interest, or customer lifecycle moments are critical. Triggered messaging combined with first-party data and identity resolution allows marketers to maintain relevance at scale, while loyalty-based exclusives and early access offers deepen engagement with high-value segments.”

Learn more about marketer reactions and revenue strategy in 2025 by downloading Wunderkind’s full report here.