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By: Adrienne Adair, SVP, Creative, 
MMI Agency

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Creating content at a pace that continues to grow in response to consumers’ appetites can feel daunting. That each creative asset further needs to grab the audience’s attention in the first three seconds, and bears the responsibility of resonating with that consumer and garnering a like, click or sale, only adds to the challenge. 

Continually optimizing performance is the key to a successful and diverse content strategy, and that requires a carefully orchestrated flights of assets to launch, test and learn to immediately develop the next round. The cadence of those assets must be constant and unwavering: assets that vary by message and by imagery. Static assets. Animated assets. Influencer’s assets. Now, multiply those assets by the number of unique audiences.

Given these challenges, how do we preserve the ability to curate original work without blowing the budget in the time it takes to produce it? AI can put invaluable time back in the hands of creatives by using features that allow designers to crowd-share a project in real time to finish a layout in far less time than had been possible.

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from The Harris Poll, a Stagwell agency.

Among the highlights of wave 142 (fielded Nov. 11-13) in our weekly consumer sentiment tracking:

WORRIES MODERATE ACROSS THE BOARD:

Today, 86% of Americans are concerned about the economy, inflation and jobs – down 2 points from last week. In fact, all worries we track moderated this week.

• • 83% worry about a potential U.S. recession (down 1 point)
  • 80% about U.S. crime rates (down 4 points)
  • 72% about political divisiveness (down 3 points)
  • 71% about affording their living expenses (down 5 points)
  • 70% about the War on Ukraine (down 2 points)
  • 56% about a new COVID-19 variant (down 3 points)
  • 45% about losing their jobs (down 3 points)
  • 40% about the Monkeypox outbreak (down 4 points)

INFLATION KEEPS GEN Z LIVING AT HOME:

Inflation and uncertain economic times are keeping more than half of Gen Z living at home with their parents, according to our study with DailyPay.

• • 54% of 18-to 25-year-olds have made the choice to live with their parents given the current economic climate.
  • Only 28% say they are typically able to pay all of their bills on time.
  • 80% feel the economy will either stay the same or decline during the next 12 months.
  • 41% are worried it will be tougher to pay bills due to high inflation, and 38% are concerned it will make buying staples/food more challenging.
  • 78% say they have been able to save less money.
  • One solution: 72% of employed Gen Z members say having access to their pay every day – as opposed to waiting until a scheduled payday – would help them pay bills on time.

LARGE NUMBER OF AMERICANS NOT CONVINCED RACISM IS AN ISSUE:

Despite the toll the pandemic and its economic fallout have had on communities of color during the last two years, more than 40% of Americans today are not convinced that systemic racism exists, according to our “The State of Equity In America” report with U.S. News & World Report.

• • In fact, nearly a quarter of Americans believe there absolutely is not systemic racism in America, while another 17% are unsure.
  • Nearly half (47%) of White Americans remained unconvinced.
  • More than 80% of Black Americans believe it does, as well as more than 70% of Asian or Pacific Islanders and nearly 70% of Hispanics.
  • For business: Only about one fifth to one quarter of respondents believe companies have put in a “very good effort” during the past two years to advance racial equity.
  • Both White Americans and people of color have less trust in government to make meaningful changes in advancing equity and more faith in small businesses, nonprofits, and educational and health care entities.
  • Among people of color, 73% trust small businesses to some degree to advance equity – the highest level of support given to a range of institutions that also included corporations and religious groups – as do 78% of White Americans.

MORE THAN HALF OF AMERICANS READY TO BUY AN EV:

The scales continue tipping toward electric vehicles – with 51% of U.S. adults saying they would like to buy an electric vehicle as their next car, according to our survey with Protocol.

• • Millennials are the most likely to be ready, with 61% saying they want an EV.
  • 72% of all people think EVs will become more common than traditional gas-powered vehicles in their lifetime.
  • We also surveyed consumers on their attitudes toward public transit as an alternative mode of transport. A quarter of all respondents report regularly using public transportation, with the largest segment in the Northeast.
  • 64% view public transportation where they live as trustworthy.
  • 38% of U.S. adults are less willing to use public transportation post-COVID, including 44% of Northeast residents.
  • 46% of Gen Z respondents are less willing to use public transit as a result of the pandemic.

CHARITIES INSULATED FROM INFLATION CUTBACKS:

One in four Americans are increasing charitable giving due to inflation, according to our survey with Vanguard Charitable. In addition, more than half (60%) of American donors say rising inflation is having no impact on their giving.

• • 45% of American donors have an annual charitable giving budget, similar to the year prior (44%).
  • 74% of Americans donated to charity in past 12 months, with younger Americans (ages 18-44) being more likely to say they donated more money than they normally would as a result of inflation, compared to older Americans (ages 45+) (18% for younger versus 8% for older).
  • 86% of Americans who have a charitable giving budget say it is important for them to support charities financially during times of economic uncertainty.
  • Donors who have a charitable giving budget are two times more likely to say they plan to give more than normal compared with donors without a charitable giving budget (20% versus 10%).

ICYMI:

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

• • Why don’t consumers understand the bargain of digital data?
  • The Great Remorse takes over the Great Resignation as most workers who quit their job are having a hard time finding a new one

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.

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from The Harris Poll, a Stagwell agency.

Among the highlights of wave 141 (fielded Nov. 4-6) in our weekly consumer sentiment tracking:

ECONOMY, INFLATION WORRIES TICK BACK UP:

Today, 88% of Americans are concerned about the economy, inflation and jobs – up 2 points from last week. Worries about affording living expenses, in particular, jumped significantly.

• • 84% worry about a potential U.S. recession (up 1 point)
  • 88% about the economy and inflation (up 2 points)
  • 84% about U.S. crime rates (up 2 points)
  • 76% about affording their living expenses (up 4 points)
  • 75% about political divisiveness (up 1 point)
  • 72% about the War on Ukraine (no change)
  • 59% about a new COVID-19 variant (down 3 points)
  • 48% about losing their jobs (down 6 points)
  • 44% about the Monkeypox outbreak (down 4 points)

AMERICANS REGRET NOT SWITCHING JOBS SOONER:

Job seekers regret not starting their job searches sooner, as layoffs and freezes in tech threaten to expand to other sectors, according to our survey with Bloomberg.

• • 71% of those looking to switch jobs say the job search today is more complicated than anticipated.
  • 63% say they’ve searched for a new job for more than six months, and 48% report applying to more than 50 positions.
  • 72% of job seekers say that companies are acting like they don’t want to hire, including ignoring applications and failing to schedule interviews.
  • 66% say they regret not starting the search sooner, while 63% admit it would have been easier to switch jobs a year or two ago.
  • 51% of job seekers agree that, at this point, they would take nearly any job offer.

TWITTER: A TALE OF MANY VIEWS:

In light of Elon Musk’s Twitter takeover, we find both critics and fans – something brands might want to remember as they consider pausing spending on the platform, according to our survey with USA Today.

• • Female (63%) Twitter users are less likely to support Musk’s ownership than men (70%).
  • Gen Z users also are more likely to believe Musk will hurt Twitter’s product quality (53%), freedom of the press (44%) and free speech on the internet (37%) compared with older users.
  • Both women (28% willing) and Gen Z (35%) would be less willing to pay a monthly subscription fee than men (44%) and Millennials (53%).
  • Yet 67% of Twitter users support Musk owning Twitter, especially Republicans (79%), parents with minor children (74%), urban residents (72%), men (70%) and Millennials (70%).
  • 84% of Americans find free speech on social media important, and the majority of Republicans (57%), men (56%), rural (55%) and white Americans (53%) find it “very important.”
  • Frequent Twitter users, including Republicans (42% versus Democrats at 32%), Millennials (40% versus Gen Z at 26%), men (36% versus women at 26%) and Black Americans (36% versus white at 32%) say they’ll now spend more time on the platform that Musk owns it (versus all Twitter users at 31%).

AMERICANS SAY SMART CITIES DON’T NEED AUTOMOUS TAXIS:

In partnership with Emerging Tech Brew, we found that 87% of city residents found it essential for their city to invest in emerging technologies – but not every resident supports each tech initiative equally.

• • Most intelligent city technologies – such as public WiFi access, 5G wireless access, smart traffic management, facial recognition technology and air quality sensors – has solid support from city residents. The exception is autonomous robotaxi services, which less than half support (43%).
  • Overall, Gen Z and Millennial city residents report being more aware of smart city tech, as well as much more likely to use the tech weekly compared to older residents (Gen Z 44% and Millennials 51% versus Gen X 37% and Boomers 16%).
  • Those in cities with metro areas of less than 1 million tend to view such tech as less critical than their larger-city counterparts.
  • Smaller-city residents also are less likely to view their cities as particularly innovative, with just 16% saying they find their city very innovative, compared to 43% for larger cities.
  • 48% of Boomers said they never use smart city tech, while 27% of Gen X respondents said the same.
  • That compares with only 13% of Millennials and 7% of Gen Z who say they never use smart city tech.

ICYMI:

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

• • Why the Midterms Results Were Such a Surprise
  • Gen Z doesn’t care as much about salary transparency as their Boomer and Millennial coworkers
  • More Than 50% of Americans Think Crypto is the Future of Finance

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.

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from The Harris Poll, a Stagwell agency.

Among the highlights of wave 140 (fielded Oct. 28-Oct. 30) in our weekly consumer sentiment tracking:

ECONOMY, INFLATION WORRIES MODERATE; JOB WORRIES JUMP:

Today, 86% of Americans are concerned about the economy, inflation and jobs – down 3 points from last week. At the same time, worries about losing a job jumped significantly.

• • 83% worry about a potential U.S. recession (down 2 points)
  • 82% about U.S. crime rates (no change)
  • 74% about political divisiveness (down 1 point)
  • 72% about the War on Ukraine (down 2 points)
  • 72% about affording their living expenses (no change)
  • 62% about a new COVID-19 variant (up 1 point)
  • 54% about losing their jobs (up 7 points)
  • 48% about the Monkeypox outbreak (up 4 points)

INFLATION AT THE NORTH POLE:

Eight in 10 (84%) Americans plan to buy gifts for others this holiday season, and they have set their 2022 gift-giving budget at $823, according to our survey with NerdWallet.

• • Close to a third (31%) of last year’s holiday shoppers are still in debt after using a credit card to pay for gifts they still haven’t paid off.
  • 72% of this year’s holiday shoppers will use credit cards, charging $663 on average.
  • Inflation is affecting how some shoppers approach gift-giving this year: 83% plan to adjust as a result of inflation, including giving different types of gifts compared to years past (36%) and spending less per person compared to years past (35%).
  • 43% say they feel pressure to spend more money on holiday gifts than they’re comfortable spending.
  • 68% plan to shop Black Friday/Cyber Monday sales this year.
  • 50% say they’ll spend the most on gifts while shopping these sales.
  • Still, 30% plan to use Black Friday/Cyber Monday sales to buy necessities for their home or family.
  • 67% say they will do their holiday shopping online instead of in-store this year.

OPEN ENROLLMENT BELT-TIGHTENING:

It’s healthcare open-enrollment season, and many workers are considering downgrading their health insurance because of high inflation, according to our survey with the Nationwide Retirement Institute.

• • 17% of respondents in the last 12 months adjusted their family’s budget to pay for health care expenses.
  • 12% canceled or changed health insurance.
  • 10% withdrew funds from their retirement account to pay for health care expenses.
  • 8% downgraded their health insurance plan.
  • 14% of Americans say they are considering downgrading their health insurance plan during this year’s open enrollment – rising to 23% for Gen Z and 20% for Millennials.
  • Americans also are experiencing high levels of stress around retirement and retirement planning because of inflation: 47% report their top stressor is inflation, 30% worry about Social Security running out of funds, and 29% are concerned about an unexpected decline in their health.

EMPLOYEES’ ADVICE TO HR: LESS IS MORE:

When it comes to HR tech platforms to improve the work experience, less is more, according to our survey with HR Brew.

• • On average, employees report using 3.4 HR platforms and 8.1 total HR and productivity tools in general.
  • 69% of employees with one HR platform said they felt confident they could find the information they need.
  • Confidence plummeted to 49% among those whose company has more than one HR platform.
  • In today’s economic climate, employees have an appetite for financial planning solutions (80% favorability among Millennials and 72% among Gen X) and the lowest need for new social networking tools.

INTEREST IN WOMEN’S SPORTS CLIMBING:

The popularity of women’s sports has grown by leaps and bounds – and consumers want to see the trend continue, according to Stagwell’s National Research Group’s new report, Leveling the Playing Field.

• • In the U.S., 3 in 10 sports fans say they’re watching more women’s sports now than they were five years ago.
  • The broadcast market for women’s sports grew significantly worldwide this year, thanks in part to successful events like the UEFA European Women’s Championship and ICC Women’s Cricket World Cup.
  • Even in the U.S., which didn’t compete in those tournaments, the market grew by 29% compared with 2021.
  • 85% of fans – including 79% of men – think that it’s important for women’s sports to continue to grow in popularity.
  • The Olympics proved there’s growing demand for women’s sports. During the Tokyo Games, in half of the 10 most widely viewed sports, viewership for women’s events was higher than men’s.

ICYMI:

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

• • Frustrated Women and Hopeful Men: The Gender Gap in Americans’ Moods
  • The mental health crisis of working moms
  • Sports, Movies, Celebrities and Beyond: New Report From Stagwell’s (STGW) National Research Group Shows ‘Brands’ Fuel the Fan Ecosystem

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.

By

Connie Lin,
Fast Company

Read this article on Fast Company 

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It’s perhaps no surprise that giants of crypto and social media—which have speckled reputations in the States—are viewed much more positively in Nigeria, because, as Norton explains, the impact of both technologies within the country has been overwhelmingly positive. It offers freedom of entrepreneurship and liberation from circumstances, a lifeline that keeps Nigerians afloat, and working, and connecting with the rest of the world. It might even have the power to combat corrupt governments and state overreach.

But Nigeria is young, and it will still have to fight for its place in a competitive world. “Nigeria is on the map to grow significantly over the next 10, 15, even 5 years,” says Norton. “They want to be where the future is.”

So, it hustles on.

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from The Harris Poll, a Stagwell agency. 

Among the highlights of wave 139 (fielded Oct. 21-Oct. 23) in our weekly consumer sentiment tracking:

ECONOMY, INFLATION WORRIES REMAIN STEADY:

Today, 89% of Americans are concerned about the economy, inflation and jobs – the same high level as last week.

• • 85% worry about a potential U.S. recession (no change)
  • 82% about U.S. crime rates (down 1 point)
  • 75% about political divisiveness (up 1 point)
  • 74% about the War on Ukraine (no change)
  • 72% about affording their living expenses (down 1 point)
  • 61% about a new COVID-19 variant (up 1 point)
  • 47% about losing their jobs (no change)
  • 44% about the Monkeypox outbreak (down 4 points)

INFLATION IS AMERICA’S #1 STRESSOR:

How stressed are Americans, and what’s causing it? The answers are clear in the 2022 Stress in America survey we conducted with the American Psychological Association.

• • 27% of Americans report being so stressed that they cannot function most days.
  • Inflation is the #1 stressor for 83% of adults. That is followed by violence and crime (75%), the current political climate (66%) and the racial climate (62%).
  • 76% say the future of the nation is a significant source of stress in their lives.
  • 68% say this is the lowest point in our nation’s history that they can remember.
  • 57% who indicated money was a worry said that having enough money to pay for things like food or rent/mortgage is their main source of stress.
  • 43% reported feeling that saving enough money for things in the future is their main source of stress.
  • 56% agreed that they and/or their family have had to make different choices due to lack of money in the past month, with Latino/a (66%) and Black Americans (59%) reporting this at a higher level than White (52%) and Asian (45%) American adults.

EMPLOYEES WARMING UP TO BACK-TO-OFFICE:

As we continue tracking return-to-office requirements, a majority of employees still say they will jump jobs if forced back to the office full-time. Yet the numbers of workers resisting return-to-office are much lower than three months ago, based on our survey with USA Today.

• • 57% of employed Americans say companies will lose employees if they require workers to be in-person (down 9 points from June).
  • 73% of remote and hybrid workers say they would find another remote or hybrid job if their company forced them to work from the office full-time (down 5 points from June).
  • In an earlier study with Bloomberg, 57% of workers said they believe that employers now have more power in the job market (a 5-point increase in favor of employers from January).

INFLUENCERS MATTER:

Nearly half of U.S. consumers consider input from influencers when purchasing a product or service – especially younger people, according to our survey with AdAge.

• • 80% of Gen Z consult user reviews before purchasing, and 75% say that recommendations from influencers affect their decision – nearly double the general population at 43%.
  • 40% of Gen Z members have made purchases directly through an influencer’s storefront on sites like Amazon and LTK.
  • 73% also report looking to TikTok creators for product input, with Instagram and YouTube influences being similarly popular choices.

BRANDS GETTING GEN Z RIGHT:

Beats by Dre, Jersey Mike’s Subs, Planned Parenthood, Lenovo and New Balance are doing the right things to capture the attention of Gen Z, according to the latest Ad Age-Harris Poll Gen Z brand tracker, a ranking of brands gaining the most attention from Gen Z members ages 18-24 in the third quarter.

• • Also doing better with Gen Z are Kickstarter, Impossible Foods, Coach, Flex Seal, Foot Locker, Pillsbury, Haagen-Dazs, Bose, Nature Valley, North Face, Crocs, NHL, Paramount, Fiji and State Farm.
  • See full details here.

ICYMI:

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

• • Recap: 4 of the Biggest Transformations from Advertising Week New York 2022
  • America Is Less Divided Than We Think, Says Harris Poll’s CEO
  • Once-in-a-Generation Wealth Boom Ends for America’s Middle Class
  • Ragan and HarrisX unveil 2nd annual CEO/CCO Perceptions Survey

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.

By

By: Maggie Malek, CEO, MMI Agency

Originally Released on
The Marketing Insider

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One of the great loves of my life (and one of my best kept secrets — until now) is gaming.

I have spent so much time online playing games, but it’s something I never talk about. Why? Maybe it’s because I’m a woman. Maybe it’s because I’m a CEO. Maybe I’m afraid I won’t be taken seriously.

But that time is past. It is now time for me to “step out of the shadows,” especially as an advocate for women in advertising, marketing and business in general, because now there is a particularly compelling reason to discuss it.

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from The Harris Poll, a Stagwell agency. 

Among the highlights of wave 138 (fielded Oct. 14-Oct. 16) in our weekly consumer sentiment tracking:

ECONOMY, INFLATION WORRIES UP AGAIN:

Today, 89% of Americans are concerned about the economy, inflation and jobs – up 3 points from last week.

• • 85% worry about a potential U.S. recession (up 3 points)
  • 83% about U.S. crime rates (up 2 points)
  • 74% about political divisiveness (up 1 point)
  • 74% about the War on Ukraine (up 1 point)
  • 73% about affording their living expenses (no change)
  • 60% about a new COVID-19 variant (up 3 points)
  • 48% about the Monkeypox outbreak (up 1 point)
  • 47% about losing their jobs (down 1 point)

VOTERS SEE ECONOMY ON NOVEMBER BALLOT:

Mid-term elections are less than three weeks away, and inflation and the economy might be casting the deciding votes, according to our latest survey with Harvard’s Center for American Political Studies.

• • When asked to pick the most important issues facing the country today, voters identified inflation (37%), the economy and jobs (29%), immigration (23%) and crime (18%).
  • 73% believe inflation is increasing (versus 12% who say it is moderating and 14% who say it is staying the same).
  • 65% think the U.S. economy today is weak (versus 35% who say strong), and 57% say their financial situation is worse (up 20 points from a year ago).
  • 84% think the U.S. is in a recession now or will be in the next year.
  • 65% oppose easing sanctions on countries like Iran and Venezuela to lower gas and oil prices. Instead, they want greater output of American oil and gas.
  • 54% think the U.S. should cut military sales and technical aid to the Saudi Arabian government in response to its oil production cut.

NO KIDS = FREEDOM, MILLENNIALS SAY:

Americans are having fewer children than are needed to keep population numbers stable. Yet why are people choosing not to have children? In our survey:

• • Of those without children, 52% do not want to have a child in the future, while 20% remain unsure.
  • For those who have decided against having children, 54% want to maintain their personal independence/finances, 40% want work-life balance, 33% say it’s due to housing prices, 31% cite the current political situation, 31% say it’s because of safety concerns, and 28% cite climate change.
  • 55% of men and 53% of women reported that their desire to maintain independence influences their decision not to have children.
  • 65% agree that the freedom that comes with not having kids brings them happiness – increasing to 73% among Millennials, according to a similar survey with Fortune.

CREDIT SCORES IMMUNE FROM PANDEMIC:

The pandemic disrupted many Americans’ finances, yet that did not translate into lower credit scores, according to our survey with NerdWallet.

• • 27% of Americans say their credit score has gone up since the beginning of the COVID-19 pandemic, with just 14% saying it declined.
  • 69% with increasing credit scores attribute the gain to paying down debt.
  • For those who saw their scores drop, 47% attribute it to taking on or increasing debt.
  • 65% with higher credit scores took financial action as a result, such as applying for a rewards credit card (30%) or a mortgage/home equity line of credit (25%).
  • 61% of Americans plan to act during the next year to improve their credit scores, with half (49%) planning to pay off or pay down debt.
  • Still, credit misconceptions remain, with 46% of Americans incorrectly believing that closing a credit card you don’t use can help improve a credit score.

1 IN 4 ARE HALLOWEEN CANDY LOYALISTS:

With Halloween around the corner, our survey with Instacart has revealed consumers’ latest candy-buying habits.

• • 72% of Americans say they like Halloween.
  • 24% say Halloween is their favorite holiday.
  • 84% of people who buy Halloween candy will buy chocolate, while 56% will purchase fruity and chewy candy.
  • 23% of Americans are candy loyalists – with 65% buying the same Halloween candy for five or more years, and 40% buying the same types of Halloween candy for 10 or more years.
  • 63% of Americans report they now love a type of Halloween candy that they hated as a kid. Of those, 29% say they now love licorice, an 28% have developed an affinity for candy corn.

ICYMI:

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

• From National Research Group’s latest in-depth study: In Nigeria, Big Tech, crypto, and hustle culture come calling
• From a recent study by The Harris Poll: Social media fuels OOH visibility according to OAAA, Harris Poll

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.

By

Mark Penn
Chairman and CEO, Stagwell

CONTACT

hello@stagwellglobal.com

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