Fact check: Brand management and marketing teams are increasingly out of touch with the majority of Americans.

1. Summary of the results

The relationship between marketing teams and American consumers appears to be complex and multifaceted. There is substantial evidence supporting the original statement, with research showing that 44% of consumers across demographic lines feel ignored by media and advertisers, and a striking 72% are unwilling to buy from brands they feel ignore them ^[1]. The disconnect is further evidenced by the struggle to effectively utilize consumer data, as noted by Sarah Coften from Smithfield ^[2], and a misalignment in understanding media consumption patterns, particularly regarding streaming versus traditional TV viewing ^[3].

2. Missing context/alternative viewpoints

However, the original statement overlooks several important factors:

• Marketing teams are actively working to become more sophisticated and data-driven in their approach ^[4]
• There has been a significant evolution in brand management, with teams becoming more professional and strategically focused over time ^[5]
• The challenge isn't necessarily being "out of touch" but rather dealing with organizational structures that need modernization ^[6]
• Marketing teams are actively investing in sophisticated data collection and analysis methods to better understand consumers ^[7]

3. Potential misinformation/bias in the original statement

The original statement presents an oversimplified view of a complex situation:

• It fails to acknowledge that marketing teams are actively trying to bridge the gap through data-driven approaches ^[7]
• The statement implies a universal problem, while the evidence suggests it's more of an organizational and structural challenge rather than a complete disconnection ^[6]
• There may be bias in how this narrative serves different stakeholders:
• Marketing technology vendors benefit from promoting the narrative of disconnection to sell new solutions
• Traditional marketing agencies benefit from maintaining current structures
• Consumers benefit from this narrative by putting pressure on brands to better serve their needs, as evidenced by the 72% who vote with their wallets ^[1]

The reality appears to be that while there are genuine challenges in connecting with consumers, marketing teams are actively working to address these issues through technological and organizational changes.