Marketing ROI

Sydney Sweeney’s American Eagle jeans ad is generating controversy for its perceived sexualization, racial insensitivity, and allusions to eugenics, despite supporting a charitable cause. While some praise it as anti-“woke,” neither Sweeney nor American Eagle have responded to criticisms. Despite the backlash, Sweeney’s endorsements, including past collaborations with Dr. Squatch and HeyDude, demonstrate her significant influence driving sales and boosting brand value: American Eagle’s stock surged 17% after the campaign launch. Her “Sydney Sweeney Effect” underscores her power in advertising despite controversy.

Gartner research indicates that traditional personalized marketing is backfiring. A survey of 1,464 B2B buyers and consumers reveals 53% report negative experiences, leading to purchase regret and future hesitancy. Active personalization, which proactively addresses customer needs through interactive methods, emerges as a superior strategy. It boosts customer confidence and ROI significantly, allowing customers to own their journey and fostering deeper engagement. Gartner recommends actively addressing journey pitfalls, catalyzing emotional change, and embracing customer co-creation for enhanced marketing outcomes.