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Is Personalisation Marketing Invasive?

In an era obsessed with hyper-personalisation and razor-sharp targeting, many consumers are feeling left out. At least, according to an eye-opening study conducted across several key US demographics, highlighting just how much time, effort and money might be going to waste.

Recent research from iHeartMedia and Pushkin Industries reveals that 44% of Americans think advertisers don’t see them—a significant insight for brands eager to expand their reach.

Surprisingly, those who feel most ignored are not who marketers might expect. They’re predominantly White, suburban, higher-income earners (making over $100,000 annually), breaking traditional assumptions about underserved demographics. “These consumers span urban, suburban, and rural areas,” notes Gayle Troberman, CMO of iHeartMedia. “They skew Caucasian and higher income, but they represent a broader pool of untapped potential.”

The Demographic Breakdown

Based on surveys from Morning Consult, Critical Mass Media, and Advertiser Perceptions, researchers outlined some fascinating stats. Among “ignored consumers”:

  • Ethnicity: 63% identify as White, followed by 17% Hispanic, 15% Black, and 6% Asian.
  • Location: 40% live in suburban areas, 32% in urban spaces, and 27% in rural settings.

These figures align closely with the general population. Yet, despite being reachable, this audience feels invisible in mainstream advertising—a major blind spot for marketers.

Interestingly, even though targeted advertising seeks to personalise, 68% of consumers dislike being “trailed” by such ads. Worse, consumers are twice as likely to reject personalisation via AI, underscoring a disconnect between intention and execution.

Ignored Consumers Want Alignment…and Will Pay For It

Here’s where marketers might start paying closer attention. Among “ignored consumers,” there’s strong evidence that connecting on values could unlock loyalty:

  • 75% say they’d shop at a store aligned with their beliefs.
  • 75% are willing to pay more to support brands that reflect their values.
  • 72% don't want to purchase anything from brands that ignore them.

It’s not just about flashy ads or tech-heavy targeting—it’s about showing up authentically where your audience lives, works, and engages.

Mass Reach Media: A Missed Opportunity?

In a world obsessed with youth-driven campaigns and digital tracking, older and higher-income audiences are slipping through the cracks. Gayle Troberman sums it up: “Marketers are often too focused on the next-gen customer, but incremental growth comes from broadening your audience.”

Her advice? Reinvest in affordable, mass-reach media—think audio, radio, and community-driven channels. These platforms create opportunities to authentically connect without coming across as overly curated or intrusive.

Personalisation: Problematic Or Powerful?

Despite predictions that $9.5 billion will be spent on personalisation in 2025 (in the US alone), the data raises questions. Yes, targeting is powerful—but for many, it feels invasive, with consumers increasingly wary of how data is being used. Striking a balance between relevance and overreach is critical.

For brands that can step outside the “youth obsession” and tap into values-based alignment, there’s significant potential. It's time to go back to the basics: respect, visibility, and showing up in the right spaces without the tech-induced overkill.