This suggests that voice might be more promising in this age group for recurring purchases like dog food, toothpaste, and laundry detergent. What This Means for Marketers. While brands haven’t yet cracked the code on how to drive more voice shopping and buying, the number of voice assistant users is rising, and most industry practitioners believe voice has significant untapped marketing potential.

I'm going to give [Colgate] Optic White toothpaste a shot,’ or whatever it is.” —Sean O’Donnell. “There's nothing wrong with driving sales as long as it's done in an authentic and real way. Authenticity lies in connection, and if you're not connecting with an audience, how can you expect them to buy the product you're trying to sell?” —Jenna Martin.