A recent Gartner survey reveals that 68% of U.S. consumers feel “taken advantage of” when brands employ dynamic pricing strategies, signaling a growing trust deficit between companies and their customers. The findings, based on two separate surveys conducted in late 2024, also suggest that consistent pricing could serve as a trust-building measure, with 80% of respondents associating it with greater brand reliability.
Dynamic pricing, a practice where prices fluctuate based on demand or other variables, has been contentious. Nearly 79% of consumers reported encountering unexpected pricing scenarios over the past year, from surge pricing to hidden fees, according to Gartner’s Cultural Attitudes and Behavior Survey. While inflation has slowed, lingering resentment over past price hikes appears to persist.
Kate Muhl, Vice President and Analyst in Gartner’s Marketing practice, said the distrust bred by pricing unpredictability has led to adversarial brand-consumer relationships. Muhl advises marketing leaders to focus on price stabilization strategies, including loyalty perks, to retain consumer trust.
“Marketing leaders must demonstrate price stability and bolster customer retention with price-stabilizing tools and perks for loyalty program members. In categories with more price volatility, empower consumers to make the most of a fast-paced market.”
Frugality Becomes a Badge of Honor
Gartner’s data also highlights the rise of what the firm calls “conspicuous underconsumption.” Consumers are reframing thrift as aspirational, with 68% citing personal motivations, such as self-improvement, for reducing consumption. This cultural shift follows years of inflationary pressure and reflects a broader move toward intentional, sustainable living.
Marketing professionals may find opportunities here, particularly by aligning their messaging with themes of resourcefulness and simplicity. Muhl suggests supporting these efforts through campaigns that celebrate minimalism and promote utility without compromising on brand appeal.
The “Norming” Trend Seeks Collective Validation
Another emerging behavior, described as “norming,” involves consumers seeking broader societal context to understand their habits and preferences. From crowdsourcing opinions online to comparing financial progress with peers, 82% of respondents reported engaging in at least one such activity over the past year.
For marketers, this trend underscores the importance of providing consumers with tools and insights that position their choices within a collective framework. Muhl cautions against over-reliance on hyper-personalized tools like quizzes, which might heighten skepticism by overemphasizing individual needs.
Automation Gains Consumer Acceptance
The study also notes increased openness to human-free automation technologies, such as cashier-less stores and delivery drones. Nearly three-quarters of respondents expressed a willingness to adopt such innovations, with 30% already using at least one of these technologies.
This enthusiasm presents marketers with a dual opportunity: reinforcing practical benefits such as speed and convenience while tapping into the intrinsic novelty of these experiences. Muhl highlights that novelty, when combined with utility, can drive greater engagement.
Generational Divides Deepen
Lastly, Gartner’s research points to significant generational gaps, particularly as baby boomers maintain a higher level of confidence and consumer spending compared to younger groups. These dynamics pose challenges for brands trying to resonate across age cohorts.
Muhl advises brands to tailor their approaches accordingly—leveraging optimistic messaging and traditional media for older demographics, while adopting culturally sensitive, digital-first strategies for younger audiences.
Implications for Marketers
Gartner’s findings reflect broader shifts in consumer behavior and sentiment, shaped by economic pressures, technological advancements, and evolving cultural attitudes. For marketing professionals, the data underscores the need to navigate pricing strategies carefully, engage consumers authentically across generational lines, and adapt to the growing demand for transparency and context.
With the trust gap widening, brands that prioritize stability and align with emerging consumer values stand to gain a competitive edge in the marketplace.