Why 57% Of Consumers Avoid Brands: An SME Guide To Engaging The "Deletist Consumer"

In a 2015 report for The Drum, which we believe is still relevant today, author Jennifer Faull highlights a significant shift in consumer behaviour, noting that 57% of consumers now actively avoid brands that bombard them with poorly targeted marketing messages. Research from the Aimia Institute suggests that the sheer volume of digital communication has reached a breaking point, forcing many individuals to take drastic measures to protect their online presence. For small and medium enterprises, understanding this shift is crucial to maintaining healthy customer relationships in an era where consumer attention is increasingly guarded.

Defining the “deletist consumer” and their digital boundaries

These modern, digitally literate individuals have been dubbed deletist consumers due to their unforgiving attitude toward irrelevant or impersonal marketing. When a brand oversteps its welcome, these consumers do not simply ignore the message; they take decisive action to permanently cut ties. Approximately 69% have unfollowed brands on social media or cancelled subscriptions, while 59% have resorted to blocking phone numbers to stop unwanted texts and calls. Furthermore, the rise of intrusive push notifications has led 55% of mobile shoppers to delete apps entirely to regain control over their devices.

The danger of excessive communication and low relevance

The research reveals that the volume of digital noise is overwhelming the public, with 74% of consumers reporting they receive too many brand emails. Nearly one-fifth of respondents admit they can no longer handle the current volume of communication. Despite the abundance of data available to marketers, relevance remains surprisingly low across most industries. For instance, only 20% of people find information from supermarkets to be highly relevant, and this engagement level drops even further for banks, at 13%, and technology brands, at just 12%.

Earning the right to connect through strategic precision

Martin Hayward of the Aimia Institute explains that many brands fall into a trap by assuming they have a permanent license to use digital channels however they see fit. To avoid being permanently cut off, Hayward suggests that brands must earn the right to contact their customers by demonstrating consistent value and relevance. This requires a sophisticated approach where SMEs use data to tailor every communication specifically to the recipient while carefully selecting the most appropriate delivery channel.

Learning from the leaders of digital engagement

While many struggle to find the right balance, consumers identified several brands that are successfully navigating these challenges. These companies demonstrate that when marketing is personalised and respectful of the consumer's boundaries, it becomes a powerful tool for building deep, long-lasting relationships. For SMEs, the lesson is clear: treating every digital interaction as a privilege rather than a right is the only way to ensure the brand remains a welcome guest in a customer's life.