2022 Digital Consumer Trends Index Global Consumer Attitudes and Trends in Personalization, Privacy, Messaging, Advertising and Brand Loyalty In conjuction with 1Executive Summary For generations the path to purchase was relatively linear, something akin to a train track. Marketers simply had to ?ll the funnel with a few ads and shuf?e consumers straight to the brick-and-mortar cash register. Life was good, creative was the difference maker, and sales steadily grew year-over-year. As eCommerce emerged and digital channels evolved, marketers still seemed to control the game as they leaned hard into marketing and advertising technologies that kept them one step ahead of consumer trends. But fear not. As much as how we market and facilitate value to a consumer has changed, some of the core channels and basic tactics are still resonating. For example, email is still the preferred channel for engagement and driving sales when looking at consumers as a whole. But consumers have been vocal about their expectation of marketers when it comes to personalization, across all available channels. As more technology and data becomes available to brands, consumers feel it is no long