It’s easy to say, “We need more revenue,” But where exactly should that growth come from?
New research from the Ehrenberg-Bass Institute breaks it down with data and challenges some common assumptions about buyer behavior and growth focus.
According to a recent article in Marketing Letters (May 2023), here’s how brand sales and growth potential are distributed:
Current sales:
Heavy buyers (top 20%) = 60%
Light buyers (other 80%) = 40%
Non-buyers = 0%
Brand growth potential:
Heavy buyers = 9%
Light buyers = 25%
Non-buyers = 66%
The insight is clear: while heavy buyers drive current revenue, real growth comes from reaching light buyers and especially non-buyers.
This is a critical reminder for marketers running Google Ads or building brand strategy.
Sustainable growth isn’t about retargeting loyal users, it’s about expanding reach.
Source: Trinh, Dawes & Sharp – Ehrenberg-Bass Institute. Published in Marketing Letters, May 2023.
