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"The Risk of Going Dark with Marketing"

Results from Blue Chip’s 2025 Consumer Survey

The Risk to CPG Brands That Pause Marketing

In an era of tightening budgets and mounting retail pressures, the instinct to pause marketing can feel like a prudent financial decision. But new evidence proves it is a costly gamble for CPG leaders. Based on Blue Chip’s 2025 Consumer Survey and a controlled experiment with U.S. shoppers, this white paper quantifies what decades of marketing science have long suggested: when brands go dark, consumers forget, trust erodes, and competitors win.

Key findings reveal:

• 85% of consumers choose advertised products over identical, unadvertised alternatives.
• 43% lift in purchase intent from a single ad exposure.
• 54% of consumers forget brands that stop advertising, with half switching to competitors.
• Advertising not only drives recognition but also builds trust—78% say advertised brands feel more credible and established.

This research underscores the invisible cost of silence: lost visibility, decayed memory structures, weakened loyalty, and missed trial opportunities. The report offers a playbook for growth-minded CMOs, detailing how to defend marketing budgets, balance equity with activation, and unlock measurable ROI through Blue Chip’s Brand Commerce Advantage™.

For CPG executives navigating margin pressure, this white paper is a clear call to action: cutting spend may save in the short term, but sustained visibility is what secures the cart, the consumer, and long-term growth.

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