The Case for Being Consumer-Obsessed

Marketing is tough when trends move at the speed of social. Staying attuned to those shifts requires more than good instincts. It requires relentless attention to how people live, shop, and think.

We spoke with Gabi Vijoen, head of Ecommerce at Nestlé Health Science U.S., to understand how brands are navigating the pace of culture.

“There’s no shortcut for being consumer-obsessed,” said Viljoen. “You've got to be boots on the ground where your consumers are.”

To build meaningful connections, brands obsess over every moment of the customer experience — whether it's a digital shelf, streaming ads, or an in-store display. Relevancy matters. The experience must feel intentional.

There’s no shortcut to being consumer obsessed. But with the right insights and partnerships, brands can build enduring emotional equity.

Watch Gabi’s full take here.