Consumers expect higher level of service, fast deliveries, great discounts and cash backs. It tells upon marketing budgets. Direct-to-consumer (DTC) is picking up. Company values too are considered by the consumers while buying. Influencer marketing is being used increasingly. Advertising should feel less like advertising. It is to be acknowledged that advertising cannot fix a bad product. Advertising cannot make it a great product. Constant feedback informs the consumers all about the pros and cons of the product. Some brands tend to cling to advertising as a messiah. Consumers are fed up of excessive advertising. Brands will have to be more creative. Brands will have to merge with the stories.