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CONTACT:

Contact:
Lindsay Bennett
lindsay.bennett@galepartners.com

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

HOME OWNERSHIP DREAM IS DEAD FOR RENTERS

The American dream of owning a home is dead for renters, according to our Harris Poll research.

• While 81% of renters want to own a home in the future, 61% worry they never will be able to.
• 57% say the American dream of owning a home is dead (compared with 43% of homeowners).
• 56% say rent/mortgage is the number one reason they can’t get financially ahead (compared with 34% of homeowners).
• 62% say their area has become so unaffordable it’s “barely livable” (compared with 38% of homeowners).
• Redfin estimates only 16% of home listings in 2023 were affordable to the typical U.S. household. That compares with 50% of listings viewed as affordable 10 years ago.

AMERICA SPENDS MORE ON STREAMING THAN GAS

Streaming is costing many households more than they can afford, according to our Harris Poll study with Tubi.

• Americans spend an average of $119.76 monthly on streaming video services – more than the $112.11 they spend monthly on gas.
• 53% of Gen Z and Millennials believe they’re overspending on streaming.
• 71% are canceling due to tiered memberships that force them to pay more to access certain content.
• 58% would watch ads while streaming for an extra coffee every month versus paying for an ad-free service.
• 48% of Gen Z and Millennials feel pressure to stream current TV shows to stay abreast of pop culture.
• 74% prefer original programming over remakes or franchised content.
• 56% stream one to three hours of programming in one sitting.
• 40% stream three or more hours at a time.

1 IN 4 WORRIED ABOUT CYBER ATTACKS

Cyber threats are among the top concerns today for Americans, based on new Harris Poll data with MITRE.

• 78% are concerned about cyberattacks and the risk to “the vital services we depend on every day.”
• 51% are not confident the U.S. would be prepared to recover from a cyber-attack – even higher for Gen X (59%), Boomers (56%) and rural residents (59%).
• Although 64% believe the U.S. has one of the safest and most secure critical infrastructures in the world, 81% worry about how secure it really is.

1 IN 5 FELL FOR PHONE SCAMS LAST YEAR

Americans lost more than $25.4 billion last year to telephone-based scams, with 21% victimized, based on our Harris Poll study with Truecaller.

• Those ages 18 to 44 were three times more likely than older adults to have lost money.
• Men (25%) were more likely than women (18%) to have lost money.
• Hispanic (30%) and Black Americans (39%) were scammed more than White Americans (15%).
• Scam tactics have evolved from large-scale robocalls to more sophisticated, highly targeted and contextually relevant AI-driven spearfishing.

ICYMI

In case you missed it, check out some of the thought-leadership and happenings around Stagwell making news:

• RAY DAY AND JOHN GERZEMA: It’s not just ‘woke.’ These are the most polarizing words in America
• HARRIS POLL: 78% of Boomers Think Age Would Be a Factor When Being Considered for a New Position
• NATIONAL RESEARCH GROUP: Is the Apple Vision Pro VR’s “iPhone moment?”
• STAGWELL AT SXSW: Five New Consumer Trends for the C[x]O
• HARRIS POLL: Huge bipartisan support among students for government loan help
• QUESTBRAND: Israel-Hamas war shifted how TikTok users think about the platform
• HARRIS POLL: 65% eat Irish-inspired foods on St. Patrick’s Day
• HARRIS POLL: Brands Using Imported Waste in Recycled Products Are at Risk of Greenwashing
  

THE POLITICS AND RISKS OF RETURN TO OFFICE

Join our next monthly 30-minute webinar from Stagwell’s Risk and Reputation Unit at noon ET next Thursday, March 21. We will dig into new data showing that 67% of employed Americans think remote work has become unnecessarily politicized and 57% believe companies are out of touch for focusing so heavily on back-to-office protocols. Please e-mail Alexis Williams to RSVP.

SIGN UP FOR OUR INSIGHTS BLASTS

ATHLETES AS BRANDS; A NEW FANDOM HOOK?

Brandon Marshall, former 12-year NFL wide receiver and host of I AM ATHLETE, says today’s athletes are multi-hyphenate leaders – building businesses and nonprofits, and creating identities that go well beyond the field, court or track. For brands, this offers a major opportunity to write a new playbook for partnership that positions athletes as multi-dimensional ambassadors to reach consumers who are hungry for authentic connection. For Kalen Thornton, a former NFL player and current senior PepsiCo executive, the three things to consider are authenticity, connection and distinction. Authenticity is especially crucial in today’s marketing landscape; consumers appreciate genuine connection, and it can make or break whether they transition to long-term brand fans. If CMOs can build stronger partnerships with athletes that reflect that, they’re in a better place to activate athletes as brand storytellers – in turn creating fandom with customers.

Keeping up with Jarvises: The Race to Bots with Benefits

There were few explicit sessions in the advertising track at SXSW on AI –  but of those on the agenda, sessions like “Navigating Advertising Hype Cycles” made it clear marketers are over the buzz, and in the mood for clear use-cases. Here’s one to noodle on. Generative AI is ushering in subtle yet impactful changes in consumer interactions with products and services. The focus extends beyond convenience; whether stated or not, we are now in an arms race to create realistic versions of popular sci-fi bots like Iron Man’s Jarvis. In this “age of anticipation,” as Code and Theory Chairman Dan Gardner calls it, brands must stay ahead by developing or integrating with the best personal assistants available to link their consumer experiences to a broader ecosystem of value. Already, we’re seeing global brands like L’Oreal and Walmart take steps to infuse AI assistants into their brand proposition, whether by providing beauty advice or enhancing moments across the retail experience. Gardner emphasizes the imminent digital transformation of customer experiences, fueled by vast data and AI’s ability to anticipate needs rather than merely reacting. This is an opportunity for every sector, and one that requires keen collaboration between CEOs and their marketing and technology leaders.

“For too long, we’ve been looking at ‘personalization’ as the answer. That was just targeting. Now, we will begin to see industries disrupted by a reimagined approach to delivering value. We are finally at the point where AI plus data can anticipate customer behaviors. This will boost sales in the near term as well as build affinity in the future,” says Gardner.

Adulthood Canceled? Gen Z’s Mid-Life Crisis as an Experiential and Commerce Opportunity

The COVID-19 pandemic triggered seismic shifts in digital transformation, giving rise to entirely new consumer behaviors and sectors. For Gen Z, already wielding significant global purchasing power, the pandemic resulted in missed rite of passage moments, impacting independence and income security. 38% of Gen Z women feel like their lives were ‘canceled,’ and 61% of Gen Z say the pandemic has increased their feelings of loneliness, per Stagwell’s Harris Poll.

At SXSW, conversations in the advertising track like “Building Brands in the Unhappiness Era” converged around the opportunity to create positive and delightful experiences for consumers – a bulwark against the bad vibes COVID left behind. Whether that’s adopting a play-centric approach to brand expression or leaning into branded entertainment, the challenge and opportunity are clear: the most active purchasing group for the next decade is eager to make up for lost time. How will brands help them conquer this opportunity? Strategies that cultivate equity and fandom by incorporating community, connection, and experience into marketing will dominate.

Navigating the New Consumer “Political Brain”

In a polarized landscape, brands risk losing support if they enter politics improperly. Activating consumers’ “political brains” divides the base and diminishes brand support. Stagwell Chairman and CEO Mark Penn says:  “At best, politics splits this country 50–50. If you get involved in politics in any way, whatever your popularity is, it [gets] cut in half. For brands like targeting mass market consumers, you cannot win. You can only win if you’re a smaller niche brand that has a group of customers that would be very compatible with your values or political values, or you’ve expressed those values during a prolonged period of time, so they’re already baked into your brand.”

To insulate themselves, Chief Communications Officers must tread carefully, avoiding making consumers feel like they’re casting a vote with each purchase. They must seek, as well, counsel from perspectives across the political spectrum, acknowledging their consumers are diffuse in their ideology as well.

Beyond the ‘Shop’ Page; Will AI Transform E-Commerce?

“Brands are at a pivotal moment in time when it comes to e-commerce,” says Lauren Kushner, CEO, Kettle. “Many retailers had a booming few years followed by some softness in their conversion funnel and they are taking a hard look at how e-commerce can work harder for them. Enter tools and experiences powered by AI.”

AI is poised to elevate e-commerce by forcing brands to rethink their online interactions, moving beyond the push to a push-and-pull cycle with their customers. With tools and experiences powered by AI, brands can create contextualized and innovative online experiences that anticipate consumer needs. Hyper-personalized recommendations and streamlined purchase flows promise to forge more meaningful connections with brands and drive conversions.

Bring Community to Commerce

As Redscout CEO Ivan Kayser tells it, a modern approach to the marketing mix places community, advocacy, and content at its core. “We are just starting to dig through the rubble of the DTC reckoning, beginning to draw lessons from rule-breaking brands that are operating from a completely new playbook. Brands that are deepening value for and with their existing customers rather than focusing solely acquisition should be watched closely.” Per a new study from Assembly and Dotdash Meredith, unveiled at SoHo House at SXSW on Monday, communities provide marketers with the chance to talk, explore, and support the motivations and values that drive consumer behavior.

The balancing act moving forward is seeking strategies that genuinely benefit the business bottom line – while engaging customers in a manner that doesn’t scream transactional. While on the ground at SXSW, Kayser has been on the lookout for measurement approaches focusing on differentiation, consumer preference, and margin. And for brands that treat every aspect of the business as an expression of the brand, greatly expanding the opportunity to build fandom with each touchpoint. If you can advance short-term revenue goals while building a cohort of customers that will follow, and purchase with you, in the future, you can crack the fandom code. 

Follow Along

In the dynamic realm of SXSW, these trends provide a glimpse into the future, challenging marketers to adapt and innovate in the ever-changing landscape of commerce, culture, and consumer behavior. Follow along with Stagwell on LinkedIn, Twitter, and Instagram as SXSW continues.

Originally Released On

PRNewswire

CONTACT:

Contact:
Kara Gelber
pr@stagwellglobal.com 

Originally Released On

PRNewswire

CONTACT:

Kenneth Hein
press@codeandtheory.com  

Originally Released On

PRNewswire

CONTACT:

Press Contact:
Jess Santini, VP, Global Marketing
jess.santini@assemblyglobal.com  

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 Kicking off this International Women’s Day, we’re taking a look at how Stagwell and its agencies are championing women, from marathons to consent education. Below, the network spotlights impactful women-focused initiatives happening today, during Women’s History Month, and throughout the year.

Allison

Lisa Rosenberg, global partner & president of consumer brands at Allison will sit on the Culture Equity and in Women’s Sports panel at SXSW. This panel will explore the relevant media and cultural influences impacting efforts to level the playing field for girls and women in sports – from grassroots, to collegiate to professional athletes. Learn more about the event here.

Susie Hughes, EVP of Allison London sat down with PR Week to share what advice she’d give to her younger self — “Approach new challenges as opportunities, rather than as things that could go wrong. When things do go wrong – or not as expected – the details quickly fade into funny stories, and the experiences become lessons that make the next challenge easier.”

Assembly

Assembly is producing a panel at its “Metamorphosis” event on March 11^th at SXSW. “Money Mavens” aims to democratize finance for the next generation of women, and will feature an all-female panel: “finfluencer” Amanda Wolfe (@Shewolfeofwallstreet), Podcast host and CEO of Scaling Retail, Syama Buntin, Founder and CEO of Wealthbuild.ai Ramona Ortega, Esq., and Editor-in-Chief of InStyle, Sally Holmes. These esteemed experts are changing the face of finance by sharing knowledge and know-how to help women clear debt, manage money, and build wealth – one investment at a time. 

Assembly Europe in partnership with Goodstuff, KWT Global and Stagwell kicked off the International Women’s Day celebration with an engaging panel discussion about “The Power of Emotional Intelligence in the Workplace.” During the panel, leaders explored what it means to embrace emotions and how to leverage them for success, particularly in the workplace, in the hopes of creating awareness and fostering an environment where everyone feels supported in expressing their own emotions.  

Code and Theory

This International Women’s Day, Code and Theory asked creatives and technologists to share thoughts on womanhood, their best industry advice and the change they’d like to see. Explore what female leaders within the agency had to say here.

Crispin Porter + Bogusky London

One in five UK adults think ‘no’ can mean ‘yes’ when it comes to sex – to address national confusion on consent, CPB London launched the “I’m Asking For It” campaign in partnership with Right to Equality. This multi-agency effort led by CPB London, Assembly Europe, Goodstuff and KWT Global raises awareness for consent and asks individuals to join in demanding the UK adopt the Affirmative Consent Standard.

GALE

GALE, Vox Media, and MilkPEP announced an expansive media partnership focused on spotlighting female athletes. The contract is an extension of a longstanding partnership with MilkPEP which aims to break the coverage gap in sports and elevate female athletes of all levels along the way. To celebrate the launch, the companies hosted an inspiring run for allies at SXSW, followed by a panel discussion.

KWT Global

KWT Global asked women within their organization to share their take on what ‘inspiring inclusion’ means. Envisioning a world free of bias, stereotypes, and discrimination – a world where diversity, equity and inclusion are top of mind, female leaders share their vision for the future.

Left Field Labs

Sarah Mehler, founder and CEO of Left Field Labs authored a piece, “Inspiring Disruption: Women Redefining Authentic Leadership,” featured in Little Black Book. Mehler shares career advice and reflects on her experience defining her own path as a female leader.

“On this International Women’s Day, let us celebrate the strides we have made towards a more inclusive and humane approach to leadership and technology. Let us also renew our commitment to being agents of change, pushing forward with courage and a deep belief in the power of human connection.”

Stagwell

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

RETURN TO OFFICE IS NEXT POLITICALLY POLARIZING THEME

Where do you work from? In our Harris Poll research with Bloomberg, the answer to that question has become a cultural flashpoint.

• Democrats say remote work helps equalize office inequities (15 points higher than Republicans) and think it’s unfair when companies require in-person work for jobs that can be done remotely (14 points higher than Republicans).
• Republicans say remote work limits career advancement (10 points higher than Democrats).
• 67% of employed Americans think remote work has become unnecessarily politicized.
• 57% believe companies are out of touch for focusing so heavily on back-to-office protocols – 64% among Democrats and 51% among Republicans.
• 74% say employees need to stop complaining about returning to the office.
• DIG DEEPER: Join our next 30-minute risk-and-reputation webinar at noon ET Thursday, March 21, when we will focus more on the politicization of return to office. To join, please send an e-mail.

75% OF AMERICANS HAVE TROUBLE FINDING FACTUAL POLITICAL NEWS

While 80% of Americans believe in balanced political news, 54% admit they only consume from sources that align with their beliefs, according to our Harris Poll study with Otherweb.

• 75% report difficulty finding factual political news.
• 87% believe people are more misinformed about political news today than they were five years ago.
• A generational divide exists in news consumption: 40% of Gen Z cite social media as their primary news source – and they are the least likely group to think news-source diversity is important.

CAR DEALERS STILL HAVE A REPUTATION PROBLEM

Most Americans do not have a favorable reputation of car dealerships, according to our Harris Poll study with KPA.

• 86% are concerned about hidden fees when buying or leasing a vehicle.
• 84% say price transparency is lacking at most dealerships.
• 76% don’t trust the dealership is being honest about pricing.
• 34% feel pressured to purchase “add-ons.”
• When shopping for a vehicle, 84% say reviews are important in their choice of dealerships.
• 93% of Gen Z use reviews to make purchasing decisions – and are twice as likely to have their choice of dealership influenced by social media.

HIGH COSTS A BARRIER TO HAVING KIDS TODAY

56% of non-parents under 60 today say they don’t plan to have kids – and many say it’s due to the high costs of raising them, according to our Harris Poll survey with NerdWallet.

• 44% say they just do not want children.
• 31% say the cost of raising a kid today is too high, as is the price of child care (23%).
• Family size also is coming into question: 22% of parents of minors who do not plan to have more kids say it’s because the overall cost of raising another child is too high, jumping to 30% for Millennials.
• 34% of employed Americans have put starting a family on hold due to a lack of work-life balance.
• 48% of working parents say finding childcare “feels impossible right now.”

ICYMI

In case you missed it, check out some of the thought-leadership and happenings around Stagwell making news:

• MARK PENN: Stagwell’s Mark Penn thinks it’s a mistake for companies to wade into politics
• QUESTBRAND: March Madness Mania: 20 Brands that Over-Index with NCAA Fans
• NATIONAL RESEARCH GROUP: Are awards shows still relevant in today’s media ecosystem?
• HARRIS POLL: Older adults Prefer Human Help to Manage Health-Related Needs

Originally Released On

PR Newswire

CONTACT:

Sarah Arvizo
pr@stagwellglobal.com

NBCUniversal Returns as Brand Partner, The North Face Joins to Sponsor Rock Climbing Wall

By

Stagwell’s Risk and Reputation Unit

Acronyms Are Even More Polarizing

ESG and DEI continue to come under fire, confuse Americans and cause trouble for businesses using the terms. ESG is up 13 points in negativity, and DEI is up 11 points since December, based on Harris Poll data.

Some Americans feel negatively about DEI because they think “it prioritizes identity over merit,” according to the Harris Poll. They feel negatively about ESG because “it’s used by companies to improve their public image rather than genuine commitment to social and environmental responsibility.”

The problem with ESG and DEI is the acronym, however – not the concepts themselves.

Americans Agree with the Value behind DEI and ESG

81% of Americans agree that corporate America should reflect the diversity of the American population, and 78% agree that it should reflect racial diversity, according to a Harris Poll study with the Black Economic Alliance. Also, 79% of Americans think having more diverse leaders would allow for better outcomes in government, business and overall innovation.

The same is true for ESG: 52% say a brand’s sustainability efforts affect their purchase decisions, according to Stagwell’s National Research Group’s data. Gen Z and Millennials, in particular, believe sustainability needs to come from the top and be established by policymakers and big-company leaders.

“Equality” is 15 points less divisive than DEI. Similarly, “sustainability” is 24 points less divisive than ESG.

Case in point: BlackRock, the original champion of ESG, just announced a pivot to “transition investing.”

New News: IVF Is the Latest Divisive Acronym

In light of the Alabama Supreme Court’s decision jeopardizing IVF in the state, our latest Harris Poll data show the term “IVF” (in-vitro fertilization) is polarizing to 53% of Americans. This is despite the fact that 90% of those familiar with the concept believe people should have access to IVF to try having a baby.

Again, it’s the acronym versus the concept that is confusing and polarizing to many Americans.

March Webinar: The Politicization of Return to Work

Our next 30-minute, free risk-and-reputation webinar is at noon ET Thursday, March 21. This month, we focus on the politicization of return to work – including new data showing three in four Americans believe remote work has become unnecessarily politicized and 57% of companies are out of touch based on their policies. To RSVP, email Alexis Williams.

ICYMI: Risk and Reputation Unit in the News

• Inc/Fast Company: This CEO says business and politics don’t mix