By the time a shopper reaches the shelf, the decision is often already made. Our latest white paper breaks down why CPG preference forms weeks (or years) before purchase, through household routines, creator content, AI search results, and everyday moments most brands never measure. If your media strategy only shows up at the point of sale, you're not building preference. You're just hoping to win a coin flip against private label. Get the full breakdown on where preference really forms: How Consumers Form CPG Preferences Earlier Than Brands Realize (theusim.com/news/how-consumers-form-cpg-preferences) #CPG #BrandStrategy #ConsumerInsights #RetailMedia #MarketingStrategy #USIM #MediaAgency