Owned media platforms provide an opportunity for unique connections in a fragmented landscape. Why owned media? For CPG brands, owned media program members: buy your brand 5% more often; spend 14% more on your brand; and are 36% more likely to stay engaged with your brand. Knowing your members and personalizing their experience pays off as owned members are often price-sensitive, but not always low-income. They will still buy the competition but a rising tide raises all boats, and increase in category buying means more opportunities to capture share in the future. Additional long-term value: CRM programs drive lower brand attrition, higher retention, and higher acquisition rates.