DEMOCRATIC PARTY APPROVAL REMAINS UNDERWATER WITH 71% OF VOTERS SAYING IT NEEDS NEW MODERATE LEADERS
79% OF VOTERS WANT THE GOVERNMENT TO BALANCE THE BUDGET BY REDUCING EXPENDITURES BUT NEARLY HALF ARE UNSURE BY HOW MUCH
ELON MUSK FAVORABILITY DROPS FROM NEUTRAL TO 10-POINT NET UNFAVORABLE
NEW YORK and CAMBRIDGE, Mass., March 31, 2025 /PRNewswire/ — Stagwell (NASDAQ: STGW) today released the results of the March Harvard CAPS / Harris poll, a monthly collaboration between the Center for American Political Studies at Harvard (CAPS) and the Harris Poll and HarrisX.
In his second month in office, President Donald Trump’s approval rating is at 49%, 3 points lower than February 2025, with majority approval among Republican, male, 25-64 y.o., white, and rural voters. Most of his policies continue to see strong support, with the deportation of illegal immigrants who have committed crimes (80%), closing the border (74%), and eliminating fraud and waste in government expenditures (72%) most popular. Tariffs on China, Mexico, and Canada (50%) and renaming the Gulf of Mexico (39%) are his least popular policies. This month’s poll also covered public opinion on immigration, separation of powers, the budget, tariffs, and U.S. foreign policy in the Middle East and Ukraine. Download key results here.
“There’s still strong support for most of Trump’s policies while Democratic Party approval continues to nosedive,” said Mark Penn, Co-Director of the Harvard CAPS / Harris poll and Stagwell Chairman and CEO. “Opinions are still in formation as people are unsure how tariffs will affect the economy, but voters generally believe he is doing a better job than Biden.”
GENERAL MOOD ABOUT THE DIRECTION OF THE COUNTRY REMAINS MORE OPTIMISTIC THAN BIDEN TERM
- 38% of voters say the U.S. economy is on the right track, consistent with last month and up 10 points from January 2025.
- 33% of voters say their personal financial situation is improving (+2 pts. from February 2025), though more Democrats, Independents, women, 18-24 year-olds, Hispanics, and rural voters feel their situation worsening than improving.
- Inflation, the economy, and immigration remain the top three issues for voters, with 43% of voters saying inflation is the most important issue to them personally.
TRUMP APPROVAL RATINGS SEE SLIGHT DROP FROM LAST MONTH; KEY REPUBLICANS SEE MIXED FAVORABILITY
- 42% of voters say Trump is doing worse than expected (+7 pts, Feb. 2025), but 54% say Trump is doing a better job than Joe Biden as President (Democrats: 19%; Republicans: 89%; Independents: 50%).
- Trump’s approval ratings on key issues have dropped across the board, with voters most approving of his performance on immigration (53%), reducing the cost of the government (49%), and returning America to its values (49%).
- Voters have a more favorable view of Robert F. Kennedy Jr. (+7 more favorable than unfavorable), and a more unfavorable view of Elon Musk (-10) and Pete Hegseth (-5). Voters are split on Marco Rubio and Trump.
DEMOCRATIC PARTY APPROVAL RATINGS REMAIN AT RECORD-LOW; MOST SAY THE PARTY NEEDS NEW MODERATE LEADERS
- 37% of voters approve of the Democratic Party (the lowest since at least March 2018 aside from February 2025 (36%)), with the majority of voter groups other than Democrats and Black voters disapproving. 34% of Democrats and 43% of Black voters disapprove.
- 71% of voters say the Democratic Party needs new moderate figures to lead the party into the 2026 midterms and 2028 election, including 57% of Democrat voters.
- 55% of voters support moderate Democrats who are willing to compromise with Trump on issues (Democrats: 27%; Republicans: 78%; Independents: 59%) over Democrats who want to fight harder against the administration.
- 57% of voters approve of Senate Minority Leader Chuck Schumer and other Democrats supporting the GOP spending bill that funds the government until September 30 rather than holding the line on Democratic demands risking government shutdown (Democrats: 46%; Republicans: 71%; Independents: 51%).
MIXED VIEWS ON CONSTITUTIONAL RIGHTS OF ILLEGAL, STUDENT VISA, AND GREEN CARD MIGRANTS
- 58% of voters support birthright U.S. citizenship for the children of illegal immigrants (Democrats: 80%; Republicans: 40%; Independents: 56%), with 64% and a majority across parties believing it to be a constitutional requirement.
- 62% of voters say illegal immigrants should not have the same First Amendment rights as U.S. citizens and should be subject to deportation if they support causes counter to U.S. foreign policy.
- But 53% of voters say legal migrants on student visas have such rights, and 63% of voters say the same for green card holders (Democrats: 75%; Republicans: 40%; Independents: 64%).
- 69% of voters believe the federal government should have the authority to revoke green cards and deport individuals if it can prove active support for U.S.-designated terrorist organizations like Hamas (Democrats: 55%; Republican: 86%; Independents: 64%).
MAJORITY OF VOTERS BELIEVE POWER TO HALT A NATIONWIDE PROGRAM SHOULD BE RESERVED FOR A PANEL OF MULTIPLE JUDGES
- 56% of voters say the administration is exceeding its authority and getting hit with fair injunctions restraining its powers (Democrats: 73%; Republicans: 40%; Independents: 56%).
- 52% of voters say the president should be able to deport suspected members of Venezuelan criminal gangs without a court trial.
- 50% of voters believe a federal judge has the authority to turn around military planes under suspicion of wrongful immigration procedures.
- 52% of voters say federal judges are in general acting appropriately within their authority (Democrats: 66%; Republicans: 41%; Independents: 49%).
- But 69% of voters and a majority across parties say the power to halt a nationwide program should be reserved for a panel of judges rather than a single federal judge.
AMERICANS WANT TO BALANCE THE BUDGET AND CUT DOWN GOVERNMENT EXPENDITURES BUT DON’T KNOW HOW MUCH TO CUT AND WHETHER MUSK AND DOGE ARE HELPING
- The majority of voters continue to say the current level of U.S. federal government debt is unsustainable (68%), the government should move to balance the budget in the next few years (83%), and it should do so by reducing government expenditures rather than increasing taxes (79%). But the plurality of voters (47%) are unsure how much expenditure to cut.
- 63% of voters perceive government expenditures are filled with waste, fraud, and inefficiency.
- 68% of voters support the goal of cutting $1 trillion of government expenditures, but only 42% believe Musk and DOGE will be able to hit the goal by the end of the year.
- 56% of voters say DOGE and Musk are helping make major cuts in government expenditures (Democrats: 33%; Republicans: 83%; Independents: 50%).
VOTERS BELIEVE U.S. SHOULD RESET TRADE AND TARIFF POLICIES WITH CHINA, MEXICO, AND CANADA
- Voters are split on whether Trump’s tariffs will end on better terms for the U.S. (51%) or if they will be counterproductive and worsen the economy (49%).
- 59% of voters say the U.S. should reset trade and tariff policies with China, Mexico, and Canada (Democrats: 45%; Republicans: 72%; Independents: 60%).
- The majority of voters believe China (67%) and Mexico (53%) are taking advantage of the U.S. in trade and tariff policies, while 54% believe Canada is acting fairly.
U.S. ACTIONS AGAINST IRAN AND HOUTHI TERRORISTS RECEIVE SUPPORT BUT MOST SAY IT WAS WRONG TO HOLD DISCUSSION ON SIGNAL APP
- Support for Israel over Hamas in the conflict (77%) remains unchanged. 54% of voters support Trump’s handling of the conflict (+21 points, Biden in January 2025).
- 72% of voters support destroying Iran’s nuclear weapons facilities, and 59% of voters say the U.S. should support Israel in airstrikes to do so.
- 71% of voters support the administration’s air strikes against Houthi terrorists who were firing missiles at U.S. warships and blocking shipping at the Suez Canal (Democrats: 58%; Republicans: 86%; Independents: 68%), with 60% of voters agreeing the U.S. was right to engage rather than leave it to Europe.
- 60% of voters, however, say it was wrong to hold the discussion on Houthi strikes over the Signal app. 56% believe the journalist was added deliberately.
- 54% of voters think the Signal app incident is a big deal with major ramifications (Democrats: 70%; Republicans: 41%; Independents: 52%) and National Security Adviser Mike Waltz should be fired.
MOST VOTERS WANT AN END TO THE WAR IN UKRAINE BUT ATTITUDES TOWARD TRUMP NEGOTIATIONS ARE MIXED
- 70% of voters want Ukraine to negotiate a settlement over continuing the war against Russia.
- 56% of voters are satisfied with how Trump is managing negotiations to end the war.
- 53% of voters do not perceive Trump as abandoning Ukraine in favor of Russia (Democrats: 29%; Republicans: 73%; Independents: 55%).
- Voters are split on whether Trump has been too tough on dealing with Ukrainian President Volodymyr Zelenskyy (Too tough: 35%; Not tough enough: 34%; About right: 31%), but a majority (61%) think he has not been tough enough on dealing with Russian President Vladimir Putin.
The March Harvard CAPS / Harris poll survey was conducted online within the United States on March 26-27, 2025, among 2,746 registered voters by The Harris Poll and HarrisX. Follow the Harvard CAPS / Harris poll podcast at https://www.markpennpolls.com/ or on iHeart Radio, Apple Podcasts, Spotify, and other podcast platforms.
About The Harris Poll & HarrisX
The Harris Poll is a global consulting and market research firm that strives to reveal the authentic values of modern society to inspire leaders to create a better tomorrow. It works with clients in three primary areas: building twenty-first-century corporate reputation, crafting brand strategy and performance tracking, and earning organic media through public relations research. One of the longest-running surveys in the U.S., The Harris Poll has tracked public opinion, motivations, and social sentiment since 1963, and is now part of Stagwell, the challenger holding company built to transform marketing.
HarrisX is a technology-driven market research and data analytics company that conducts multi-method research in the U.S. and over 40 countries around the world on behalf of Fortune 100 companies, public policy institutions, global leaders, NGOs and philanthropic organizations. HarrisX was the most accurate pollster of the 2020 U.S. presidential election.
About the Harvard Center for American Political Studies
The Center for American Political Studies (CAPS) is committed to and fosters the interdisciplinary study of U.S. politics. Governed by a group of political scientists, sociologists, historians, and economists within the Faculty of Arts and Sciences at Harvard University, CAPS drives discussion, research, public outreach, and pedagogy about all aspects of U.S. politics. CAPS encourages cutting-edge research using a variety of methodologies, including historical analysis, social surveys, and formal mathematical modeling, and it often cooperates with other Harvard centers to support research training and encourage cross-national research about the United States in comparative and global contexts. More information at https://caps.gov.harvard.edu/.
Contact:
Carrie Hsu
pr@stagwellglobal.com
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Stagwell Announces Goal to Increase 2025 Ad Spend in News Media by 22% Year-Over-Year
Announcement timed to today’s second annual Future of News UK summit and the release of research fielded among 500+ EMEA CEOs and Board Directors
89% of EMEA CEOs and Board Directors follow the news closely, reading an average of five articles per day
LONDON, March 20, 2025 – Today, Stagwell (NASDAQ: STGW) announced its commitment to increase 2025 ad spend in news by 22% year-over-year. This announcement is timed to Stagwell’s second annual Future of News UK summit and the release of new data revealing EMEA CEOs and Board Directors view news as a powerful medium to reach key stakeholders.
“At Stagwell, we believe supporting trusted journalism isn’t just good for society — it’s smart business,” said Mark Penn, Chairman and CEO of Stagwell. “The data continues to back that up, which is why we’re doubling down on our commitment with a significant increase in news ad spend for 2025.”
Stagwell launched the Future of News initiative with the goal of reinvigorating the relationship between news and marketing through research, events and informed discussion around brand safety. This latest study conducted by Stagwell’s research consultancy HarrisX and fielded among more than 500 EMEA CEOs and Board Directors across the UK, France, Germany and the Gulf Cooperation Council (GCC), underscores business leaders overwhelmingly value the importance of news media as a powerful advertising tool.
EMEA CEOs and Board Directors Consider Media to be Vital, Share Global Trust Concerns
- 80% think news media gives companies a powerful medium to reach their stakeholders.
- 73% of UK CEOs and Board Directors think news media is critical to democracy, as do 82% of GCC CEOs and Board Directors.
EMEA CEOs and Board Directors Want Their Companies to Advertise More on News Media
- Overall, 85% believe advertising on news media is a good investment.
- In the GCC, 92% say advertising on news media is a good investment.
- EMEA CEOs and Board Directors believe advertising on news media will have the greatest positive reputational impact among the general public (86%) and financial investors (86%).
Brand Safety is an Industry Standard but its Application is Too Broad
- While only 9% of EMEA CEOs and Board Directors say safety protocols should not be used at all, a majority (71%) believe brand safety protocols are overapplied to the point of hurting media outlets and advertisers.
- 26% of CEOs and Board Directors in Germany think brand safety protocols should be used across all types/sources of news media, but the sentiment is much higher in France (47%) and the GCC (51%).
“This study illustrates that despite the noise around brand safety, AI and politics, EMEA business leaders recognize the significant impact news media has on effective advertising,” said James Townsend, Stagwell EMEA CEO.
Tonight, Stagwell will host panel discussions at its EMEA headquarters in London. Industry leaders from CNN International, Newsquest, The Sunday Times, and more will take the stage to discuss how journalists are breaking down barriers, holding truth to power, and shedding light on the issues that matter most. For more information about Stagwell’s initiative and to get involved, visit stagwellglobal.com/future-of-news/.
About Stagwell
Stagwell is the challenger holding company built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our specialists in 40+ countries are unified under a single purpose: to drive effectiveness and improve business results for our clients. Join us at StagwellGlobal.com.
Contact:
Madi Wick
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By: Ray Day
CONTACT:
We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:
TARIFF WORRIES:
Most American consumers are worried about the impact of President Trump’s tariffs, according to our Harris Poll research with Bloomberg News.
- 59% expect Trump’s tariffs to lead to higher prices.
- 44% say tariffs are likely to be bad for the U.S. economy – compared to 31% who say they would be a boost.
- 61% say they already have noticed an increase in grocery prices in the last month.
- 59% believe tariffs will raise the cost of everyday goods further.
- Only 31% say the U.S. economy is working.
- Being able to comfortably afford monthly expenses (40%) is more important to Americans than a strong job market (26%), producing more of what we buy in the U.S. (13%), growth in innovation and new industries (11%) and a rising stock market and strong corporate performance (10%).
ECONOMIC PESSIMISM:
Most Americans believe the economy is getting worse rather than improving or staying the same, based to our Harris Poll research with The Guardian.
- 51% of Americans believe the U.S. economy is worsening.
- 20% say the economy is improving.
- More Republicans believe the U.S. economy is improving compared to the past (39% today versus 8% last May).
- More Democrats think it’s worsening today (69% today versus 36% last May).
- 47% of Americans believe the U.S. is currently in a recession (53% of Democrats, 46% of Independents and 43% of Republicans).
- Democrats (69%) and Independents (66%) believe the economy is worse than the media describe it.
- Republicans think the economy is better than media reports (56%).
U.S. EXODUS?:
Rising rent, healthcare and education costs are causing more Americans to consider moving overseas, according to our Harris Poll research with Fast Company.
- 42% of Americans have considered or plan to move abroad to improve their happiness.
- 19% of young people say they are seriously considering an imminent move.
- 52% believe they would have a higher quality of life living abroad.
- Lower cost of living (49%) is the top reason for considering a move, followed by dissatisfaction with the current political leadership (48%).
- The top five countries Americans would consider moving to are Canada, the UK, Australia, France and Italy.
ICYMI: In case you missed it, check out the thought-leadership and happenings around Stagwell making news:
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New strategic leadership role will strengthen NRG’s position as a go-to partner for brands, platforms, and entertainment companies navigating brand challenges and shifting consumer dynamics
LOS ANGELES, March 4, 2025 /PRNewswire/ — NRG (National Research Group), a leading global insights and strategy firm at the intersection of entertainment, media, and technology, has appointed Fotoulla Damaskos to a first-of-its-kind Chief Client Strategist role, focused on accelerating the creativity, consultation, and strategic thinking NRG provides its clients.
“As the media and advertising landscape grows more fragmented, brands need more than just data—they need a true strategic partner to help them connect with audiences in meaningful ways,” said Fotoulla Damaskos, Chief Client Strategist at NRG. “This role is designed to make NRG an even more powerful force for clients, ensuring our insights don’t just inform, but actively drive business decisions, shape go-to-market strategies, and unlock new opportunities for growth.”
Damaskos’ appointment follows a strong track record helping NRG-clients Snapchat, Expedia, Amazon Prime Video, and many others unlock new opportunities through strategic insights. Most recently, she was part of an inter-agency team that helped Stagwell secure the global lead for creative campaigns and social content at Adobe. In this new role, Damaskos will be working across the firm to win and consult on high-value assignments by translating thought leadership, proprietary products, and unique methodologies into actionable strategies.
As Chief Client Strategist, Damaskos will work directly with brands, platforms, and media companies to convert consumer insights into competitive advantage. Whether by shaping brand positioning, mapping the impact of the creator economy to brand growth, or bringing proprietary tools like fan-centric brand measurement and creator insights into the hands of marketers, this role will serve as the bridge that connects data and insights to meaningful action and change.
“At NRG, we don’t just tell our clients what’s coming next; we help them define it,” said Grady Miller, CMO and Head of Trends & Futures at NRG. “This role strengthens our ability to turn insights into action, ensuring clients stay ahead of industry shifts. This appointment marks NRG’s evolution as a strategic growth partner—one that doesn’t simply measure success but helps create it.”
About NRG (National Research Group)
NRG is a leading global insights and strategy firm at the intersection of entertainment and technology. Rooted in four decades of industry expertise, the world’s most innovative brands turn to us for insights into growth and strategy for any content, anywhere, on any device. Working at the confluence of content, technology, and culture, NRG ensures our clients create with confidence.
About Stagwell
Stagwell is the challenger holding company built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our specialists in 40+ countries are unified under a single purpose: to drive effectiveness and improve business results for our clients. Join us at www.stagwellglobal.com.
Media Contact:
Don Halcombe
+1-312-730-0164
On behalf of NRG
doncommpr@gmail.com
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NEW YORK, Feb. 13, 2024 /PRNewswire/ — Harris Quest, an AI-powered real-time research software suite from the Stagwell Marketing Cloud (NASDAQ: STGW), released new survey insights following Super Bowl LVIII gauging what really makes the Big Game so entertaining for the general population in the United States. Using QuestDIY to create, target and deploy quality surveys at speed, Stagwell generated insights fewer than 24 hours after the game’s conclusion and fewer than four hours of fielding to capture viewers’ perceptions around the hot topics, trends and memes surrounding Super Bowl 58.
“There were so many memorable moments around the Super Bowl, and this is just one example of how quickly QuestDIY can work for organizations looking to capture quality consumer insights quickly and efficiently,” said Stagwell Marketing Cloud CEO Elspeth Rollert. “With the added benefits of a generative AI survey builder, real-time analysis and reporting, and transparent cost estimates up front, our advanced survey platform is built for the modern marketer.”
Big Game, Big Moments
- A country (Taylor) divided? With all eyes on America’s sweetheart, respondents were asked to recall how many times they saw Taylor Swift on screen during Super Bowl coverage, and the results were a near-split – with 47% indicating “The Right Amount,” and 45% noting “Too Much.”
- The meme of the night goes to: Travis Kelce yelling at Kansas City Chief Coach Andy Reid, with 1/4 of respondents claiming this as the most memorable meme of the night.
- Slam Dunkin’: “The DunKings,” the humorous spot from Dunkin’ featuring Ben Affleck, Matt Damon, and Tom Brady as a musical group performing for Jennifer Lopez in the studio, took the prize as the favorite ad of the Big Game.
- Ladies who ranch: Ranch emerged as the clear winner (35%) among condiments that pair best with the Super Bowl snack table – which increases to 42% for women when broken down by gender.
- Halftime heroes goes to: The hip-hop crew of 2022. While no one said “No” to Usher’s halftime performance this year with a little help from his friends Alicia Keys, H.E.R., Will.i.am., Lil Jon, Jermaine Dupri and Ludacris, his ranks second in order of preference from the last five years of shows, topped by Dr. Dre, Eminem, Mary J. Blige, Snoop Dogg, Kendrick Lamar, 50 Cent, and Anderson Paak in 2022. Jennifer Lopez, Shakira, Bad Bunny and J Balvin rank third, followed by Rihanna and The Weeknd, respectively.
QuestDIY enables creating, targeting, and deploying surveys at speed, enabling brands and other marketing organizations to capture feedback from consumers faster than ever, and to leverage generative AI to build surveys in line with industry best practices. Visit here to learn more: https://www.stagwellmarketingcloud.com/product-pages/harris-questdiy
Survey Methodology
Stagwell Marketing Cloud’s Super Bowl post-game survey was conducted online within the United States and completed on Monday, Feb. 12, 2024, among 1,000 respondents aged over 18 yrs. representative of the population based on age, gender, and region, by Harris Quest Research.
About Stagwell Marketing Cloud
Stagwell Marketing Cloud (SMC) is a marketing-focused, AI-enablement platform built for the modern marketer. Born out of Stagwell’s (NASDAQ: STGW) network of award-winning marketing agencies, SMC’s technology empowers marketers to drive business impact by giving them intuitive tools equipped with proprietary, actionable data. SMC’s portfolio of solutions powers strategic customer research, communications, and media activation for brands worldwide by leveraging technology such as generative and predictive artificial intelligence, shared augmented reality, and more. Get your head in the cloud at www.stagwellmarketingcloud.com.
Media Contact
Sarah Arvizo
pr@stagwellglobal.com
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hello@stagwellglobal.com
Yesterday, August 23, marked the first major national moment of the 2024 U.S. presidential election. Looking ahead, Stagwell’s Risk and Reputation Unit expects the next 18 months are going to be politically anti-business – compounded by a fraught calendar filled with potential flashpoints for brands. Ongoing reputational crises make it clear: you need to have your house in order, as your brand could be next on the attack list amongst a wide audience of engaged Americans.
THE MAJOR WEDGE ISSUES GOING INTO 2024
Americans Don’t Believe Economic Reporting
- 59% say current economic conditions are being misrepresented due to the upcoming election cycle
- 53% say the media and news sources discuss the economy inaccurately
- 60% say the economy isn’t as good as the new sources make it to be
(The Harris Poll, America This Week Wave 179)
Past Election Cycle Suggests Future Risk Ahead
- Disney’s trended average political split between Republicans and Democrats went from a nominal 2.6 points in 2019 to highly polarized 19.3 points in 2023 during its legal battle with Florida and Governor Ron DeSantis
- Nike’s political split went from 4.3 in 2019 to 16.3 in 2022 – the most divisive company that year – after the “Satan Shoes” controversy with their Lil Nas X partnership
- Twitter’s political split went from 13 points Democrat favor in 2022 to 11 points Republican favor in response to Musk’s takeover
(2023 Axios Harris Poll 100)
Politics Create Brand Dissonance
- 82% of all Americans say companies are becoming more political than ever
- 71% aren’t interested in supporting companies that have become too political, regardless if they agree with their stances
- 78% wish their preferred brands would stay out of politics
(The Harris Poll, July 2023)
HOW STAGWELL IS HELPING BUSINESS LEADERS SEE AROUND CORNERS
As featured this week in PRovoke, Stagwell’s Risk and Reputation Unit’s bipartisan team of political, financial, and public opinion specialists will prepare brands for the grueling ongoing political cycle and polarized society.
The Unit brings together experts from left-of-center strategic advisory SKDK, right-of-center digital-first agency Targeted Victory, financial communications firm Sloane & Company, insights and research firm The Harris Poll, and Stagwell’s corporate leadership.
This fall, we will host three in-person luncheon briefings for business leaders aimed at unpacking what the next 18 months hold and how brands should prepare themselves. Dates are as follows:
- NEW YORK: September 13, 2023
- WASHINGTON, D.C.: September 20, 2023
- CHICAGO: September 27, 2023
To request a seat at our events, receive a consultation about the risks your brand faces, or join the mailing list for future updates, please reach out to hello@stagwellglobal.com.
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By: Ray Day
CONTACT:
We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking (fielded July 21-23):
WEEKLY WORRIES ABOUT ECONOMY JUMP BACK UP:
Today, 87% of Americans are concerned about the economy and inflation – up 2 points from last week and higher than December’s 82% rate.
- 81% worry about a potential U.S. recession (up 5 points)
- 79% about affording living expenses (up 9 points)
- 74% about political divisiveness (no change)
- 84% about U.S. crime rates (up 1 point)
- 72% about the War on Ukraine (up 5 points)
- 58% about a new COVID-19 variant (up 7 points)
- 57% about losing their jobs (up 10 point)
INFLATION AND AI REMAIN TOP NATIONAL CONCERNS:
Inflation is still hitting Americans across the political spectrum, and fears about AI are real, according to our most recent poll with the Center for American Political Studies at Harvard University.
- 76% say inflation has affected them and their family’s finances, with groceries (49%) as the area inflation has hit the hardest.
- 60% think the inflation rate is continuing to increase even though that is not true.
- When it comes to AI, 74% of Americans – including more than 70% of each political party – think AI technology can be dangerous and that fears of it are not overblown.
- 51% of Democrats are optimistic about AI, while 59% of Republicans are fearful.
- 72% of Republicans compared with 52% of Democrats think AI advancements will mostly destroy rather than add jobs.
- 79% of all Americans want more regulations around AI.
- 62% want regulations to emerge from the tech industry rather than from lawmakers.
TOP BRANDS FLYING PAST AFFINITY TO CREATE SUPERFANS:
The renewed Barbie fascination as well as Taylor Swift and Marvel all have one thing in common: they each have learned how to unlock the power of brand fandom – versus just affinity – by unleashing “superfans.” And it’s paying huge dividends, according to the new “The Fandom Formula Report” from Stagwell’s National Research Group.
- Brand fans are 3.5 times more likely to advocate for you, 3 times more likely to stick with you even if they try something they don’t like, more willing to pay a price premium, and 2 in 3 brand fans will try a new product.
- 73% of Americans consider themselves a superfan of at least one brand.
- Top categories attracting superfans include: fast food restaurants (63%), musician/band (60%), entertainment franchise (52%) and online personalities or content creators (50%).
- 71% of superfans became so gradually over time.
- 29% say it was a singular moment that turned them into a superfan.
PREPARING FOR BACK TO SCHOOL STRESS:
Heading back to school is more stressful than ever, according to our Harris Poll survey with On Our Sleeves Movement for Children’s Mental Health.
- 71% of parents say their children experienced challenges last school year.
- The top factors identified by parents included safety concerns (37%), academic challenges (26%), bullying (24%), ongoing social challenges related to the pandemic (24%) and mental health challenges (22%).
- 50% of parents also feel their child(ren)’s mental health has suffered during the past 12 months because of social media use.
EMPLOYEES NOT READY FOR ETHICAL DILEMMAS:
Workplace training is failing young workers, and business leaders need to do more to empower future leaders in sustaining ethical workplace cultures, according to our Harris Poll research with AICPA & CIMA.
- 90% of U.S. and UK employees say they are familiar with their company’s code of ethics.
- 71% say they have received ethics training.
- Yet only 26% of future talent – those aged 20 to 30 pursuing an advanced degree, looking for work or working for less than ten years – found the training to be “very effective.”
- Only 24% of workers feel “very prepared” to an ethical dilemma at work.
ICYMI
In case you missed it, check out some of the thought-leadership and happenings around Stagwell making news:
- Rookie managers make nearly half of female employees want to quit
- Employers Prefer In-Person Interviews, but 40% Fold In Virtual Components
- 20 brands catching Gen Z’s attention right now
- Majority of Americans Mistakenly Believe Health App Data is Covered by HIPAA
As always, if helpful, we would be happy to provide more info on any of these data or insights. Please do not hesitate to reach out.
Thank you.
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We’re going strong after Cannes LIONS 2023 – even after hosting more than 5,000 people at SPORT BEACH. The emerging themes still on our minds:
- The consensus at Cannes was that generative AI is no passing fad. But brands and marketers need to understand how to use (and not use) AI to truly realize its potential.
- Brands need to understand the risks of embracing polarizing issues. That doesn’t mean they shouldn’t stand for something.
- Fandom is even more valuable than you think. How else could a dish soap company like Dawn have more fans than tech and entertainment giants?
Get ready, because we’re diving deep into all three …
1. AI CAN’T DO EVERYTHING. YOU STILL CAN’T IGNORE IT.
The message at Cannes LIONS from OpenAI, Google, and other tech companies was the same: AI won’t replace creatives, it will make them more creative.
- BIG TECH SHOWCASE: Meta positioned AI chatbots as a way for brands to interact with fans, and stressed that AI could help generate and target hundreds of versions of ads. Expedia touted its new ChatGPT app integration. And on the sand, Microsoft Beach dazzled visitors with otherworldly sea creatures made by artists using AI tools. (Check them out in this gallery, created in partnership with Instrument.)
- DON’T SET IT AND FORGET IT: Generative AI is a useful tool. But Google’s Robert Wong stressed at the Palais that humans with taste still need to be in charge, comparing AI to “raw clay” that will take people with “curiosity, creativity and compassion to harness.”
- BRIGHT FUTURE: Overall, people at Cannes LIONS thought AI will change marketing for the better. Code and Theory’s co-founder and executive chairman Dan Gardner envisioned the rise of “true creativity,” where innovative people can create whatever they can imagine, regardless of their technical skills.
READ MORE: 3 Quick Things from Cannes 2023: AI will lead to an ‘explosion of creativity’
How AI and AR Will Transform Sports
2. STAND OUT BY STANDING UP
There was plenty of debate over purpose-driven ads at Cannes LIONS this year. But that doesn’t mean brands can’t embrace causes – as long as they’re consistent with their politics.
- REPRESENTATION PAYS: At a SPORT BEACH panel hosted by the ANA CMO Growth Council and SeeHer, the message was clear: accurately representing people with disabilities isn’t just the right thing to do, it’s a smart business move.
Robyn Freye, Chief Growth Officer at Stagwell, shared this stat: only 1% of prime TV ads include topics, visuals, or themes related to people with disabilities. That’s despite the fact that more than a quarter of the U.S. population lives with a disability. Ultimately, brands have a huge opportunity to reach people who don’t feel seen in ads.
- BOLDEST MOVE AT CANNES: On the sustainability front at Cannes LIONS, per Adweek, Stagwell’s GALE stood out by becoming the largest agency to sign the Clean Creatives pledge not to work with fossil fuel companies.
READ MORE: 3 Quick Things from Cannes 2023: Making the World a Better Place
The Intersection of Sport and Sustainability
3. BRANDS ARE THE NEW ROCK STARS
There were plenty of Spike Lee fans at SPORT BEACH. But it’s not just filmmakers, athletes, and musicians who have fans. It’s also brands.
- WHY FANS MATTER: Fotoulla Damaskos, EVP, Brand Strategy and Innovation at Stagwell’s National Research Group, used Cannes LIONS to reveal the Fandex, based on a study of 12,500 people who were asked about 250 brands. It found that fans are…
3.5x more likely to advocate for a brand than the average consumer.
3x more likely to stick with a brand even if it does something they don’t like.
- BIG SURPRISE: Dawn had the fifth highest brand fandom score in the Fandex, topping buzzy entertainment, tech, and sports brands. The lesson? Any brand can attract fans if it creates community and connect with consumers’ values (think #Cleantok and clean baby ducks, respectively), as well as innovate new products that people love. “It’s a purposeful journey that brands need to take,” said Damaskos. “And while there isn’t any one formula to create and build fandom, there is a playbook.
- THE FUTURE OF FANDOM: Personalization at scale, fueled by AI, predicted GALE’s Brad Simms.
READ MORE: 3 Quick Things from Cannes 2023: Fans, fans, fans for your brands, brands, brands
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We finally had a chance to recoup after Cannes LIONS and we can’t stop thinking about fandom. Aside from AI, fandom was the hot topic in the Palais, along the Croisette, and at SPORT BEACH. Today in 3 Quick Things: Let’s talk about fandom: How to build it and why it matters. (Miss anything at Cannes? Catch up on LinkedIn, YouTube, and Instagram.)
- WAIT, THE DISHWASHING LIQUID COMPANY? At SPORT BEACH, NRG’s Fotoulla Damaskos revealed a major surprise. In a survey of 12,500 people about 250 brands, Dawn had the 5th highest brand fandom score, topping major entertainment, tech, and sports brands. What’s going on? People say Dawn connects with their values. (think of clean baby ducks); innovates by releasing products they use and love; and creates community. Seriously, spend a few minutes on #CleanTok. THE LESSON: Yes, Nike, Marvel, and other buzzy brands made NRG’s Fandom 50. But any type of brand can attract fans with the right strategy.
- IT TAKES TWO Delta’s Tim Mapes put it nicely at the Palais: “Are we loyal to you when you need us?” Translation: When loyalty program members are stuck overnight at O’Hare, they expect Delta to show loyalty to them – through the empathy and actions of its employees. That’s how you build a sense of community. WHY IT MATTERS: Building a community is a huge part of attracting fans, who are 3x more likely to stick with a brand during a crisis.
- ALWAYS LEAVE THEM WANTING MORE A boring website isn’t enough. Expedia’s Jon Gieselman, speaking at the Palais, talked about attracting fans by creating a “subscription-like business.” Expedia isn’t literally selling subscriptions. The idea is to use technology (like Expedia’s ChatGPT tool) in inventive products and features that will keep customers coming back — “managing the business for lifetime value rather than a one-time transaction.”
INNOVATE OR ELSE: The key to building fandom is to keep innovating and evolving in ways that surprise and delight consumers.
Beyond the Stage
Stagwell talked to C-suite marketers, sports luminaries, and other innovators at SPORT BEACH and the Palais. You’ll find fresh, insightful videos on our YouTube page from every day of Cannes LIONS.
JPMorgan Chase’s Leanne Fremar talked with Code and Theory’s Brent Buntin about everything from purpose to Chase Sapphire’s new airport lounges.
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By: Ray Day
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We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:
WORRIES ABOUT ECONOMY DOWN BUT JOB-LOSS CONCERNS GROW:
Today, 84% of Americans are concerned about the economy and inflation – down 1 point from last week and closer to the 82% rate we saw in December.
- 81% worry about a potential U.S. recession (no change)
- 80% about U.S. crime rates (down 2 points)
- 74% about the War in Ukraine (up 2 points)
- 73% about political divisiveness (no change)
- 68% about affording their living expenses (down 1 point)
- 58% about a new COVID-19 variant (up 3 points)
- 54% about losing their jobs (up 11 points)
WOMEN INCREASINGLY CONCERNED WITH WORRY – WITHOUT HEALTHCARE SUPPORT:
Women are increasingly consumed by worry and let down by a health care system that neglects their needs, our “The State of Women” survey with theSkimm found.
- 71% are consumed with worry – thinking through every single scenario, at home and work, and planning for every contingency.
- 82% of women surveyed said that, while there’s much talk about how overburdened women are, no one is actually helping ease the burden.
- 63% of Millennial women – and 70% of LGBTQIA Millennial women – said they’ve received disappointing or inadequate medical care.
- 59% reported that they had sought treatment from doctors who did not believe them or ignored their needs.
- 77% of women agreed with the statement “I am the only advocate for my health and well-being.”
- For example, 92% of women said they are now prioritizing their health and 81% said they are “actively seeking new lifestyles that prioritize their health and well-being.”
NEW HIRES, RAISES STILL ON TAP, HIRING MANAGERS SAY:
American hiring managers are forecasting pay bumps and hiring sprees even amid economic uncertainty, according to our survey with Express Employment Professionals.
- 75% of hiring managers predict employees at their companies will receive a bump in pay this year, up from 58% in 2020.
- 60% of hiring managers say their company plans to increase the number of employees in the first half of 2023, on par with the first and second halves of 2022.
- 45% said they have open positions they cannot fill. That is the highest proportion of job openings reported since the study began in the first half of 2020.
- Those positions remain unfilled due to a lack of applicants (40%), lack of applicants with relevant experience (47%), hard skills (46%) and/or soft skills (31%).
- 29% say their company needs more money in the budget this year or that their upper management still needs to approve new hiring.
SLEEPLESS IN AMERICA:
Our Wake Up America survey with Idorsia finds the far-reaching effects of insomnia on personal relationships and the compounded overall effects on our health.
- 41% of people with trouble sleeping say it causes them to argue more with their partner or disrupt their partner’s sleep and their relationship overall.
- 53% report their trouble sleeping is an added relationship stressor, with 41% saying their partner has had to pick up the slack with household chores and nearly a third (31%) saying they have slept in a separate bed.
- While 67% of primary care physicians say they ask about sleep in routine visits, only 36% of people with trouble sleeping report being asked.
ICYMI: In case you missed it, check out some of the thought-leadership and happenings around Stagwell making news:
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