Why is my laundry taking two hours? Is this sunscreen water-resistant? Will my dishes be dry when the dishwasher finishes?
In its first major marketing push in more than five years, the non-profit publisher Consumer Reports unveiled a $3 million, full-funnel brand marketing campaign on Tuesday rooted in addressing the everyday questions that pepper modern life.
The initiative, part of a broader effort from the 90-year-old non-profit to emphasize its utility in a rapidly shifting information landscape, was developed with branding agency Red Antler and media agency Kepler, according to chief marketing officer Khalid El Khatib.
It will be fully live by March 6 and run through the end of May, spanning digital, social, connected TV, linear, and out-of-home placements across eight DMAs, including Chicago, Atlanta, Phoenix, and Miami.
Anchored in the tagline “We Never Stop Questioning,” the creative leans into the rigor of Consumer Reports’ testing, which has exposed protein powder contaminated with lead, defective child car seats, and recalled toys. The messaging also aims to communicate a broader transformation afoot at the brand, as it repositions itself from a ratings publisher to an independent consumer advocate.
While Consumer Reports enjoys high brand awareness, many consumers still associate it primarily with a print magazine.
“A lot of people know Consumer Reports, but they don’t necessarily know the Consumer Reports of today,” said El Khatib.
The organization publishes one of the top five magazines in the country by circulation and counts roughly 5 million paying members across digital and print tiers, according to El Khatib.
Membership, which costs $39 per year for digital and $64 per year for print and digital, remains its primary revenue driver, bringing in roughly 70% of its overall revenue. Its most recent financial statement, filed March 2025, shows that the organization generated $266 million in revenue and a net income of approximately $1.7 million.
In addition to its membership program, Consumer Reports generates revenue, in descending order, from philanthropic donations, brand licensing through its CR Recommended program, and affiliate commerce. Unlike many publishers, it does not accept advertising and purchases every product it tests, spending around $33 million annually on independent evaluations, according to El Khatib.
A bifurcated funnel
Strategically, the campaign is designed as a case study in dual-audience targeting, according to Consumer Reports’ director of brand marketing Jennifer Evans.
