Nataly Kelly
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Nataly Kelly
Nataly Kelly is chief marketing officer of Zappi, a consumer insights platform that helps brands win with consumers. A seasoned business leader and international marketing expert, she brings decades of experience helping companies scale and expand globally. Nataly is the author of multiple books, including her latest co-authored book, “Brand Global, Adapt Local.”
May 12, 2026 at 10:23 am
Brand used to guide choice. Increasingly, price is becoming the dominant decision influencer. Zappiās 2026 CPG Mega-Trends report shows brand-name-only buying has dropped from 21 percent to just 10 percent in less than a year. At the same time, nearly one-third of shoppers (32 percent) say they will buy the cheapest option that meets their…




