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 (fielded Apr. 28-30):

WEEKLY WORRIES ABOUT ECONOMY GROW AGAIN

Today, 88% of Americans are concerned about the economy and inflation – up 1 point from last week and higher than December’s 82% rate.

• 83% worry about U.S. crime rates (down 2 points from last week)
• 82% about a potential U.S. recession (up 2 points)
• 76% about political divisiveness (up 2 points)
• 75% about affording my living expenses (up 5 points)
• 70% about the War on Ukraine (down 1 point)
• 58% about a new COVID-19 variant (up 3 points)
• 53% about losing their jobs (up 8 points)

CASH MAKES A COMEBACK

While the world is going digital, inflation is helping cash stage a comeback. In our survey with Credit Karma, 53% of adults in the U.S. (up 19 points) and 46% in the UK (up 4 points) say they are using cash more now than a year ago.

• • A key reason: 3 in 5 people say using physical money makes them spend less.
  • The cash trend is especially strong among young people: 69% of Gen Z report using cash more now than 12 months ago – compared with 47% of Gen X and 37% of Boomers.
  • 23% of Gen Z say they use cash for the majority of their purchases. Groceries (50%), clothing (46%), nonessentials like coffee and other one-off purchases (40%) and takeout (40%) are the top categories for Gen Z’s cash payments.
  • Of Gen Z who use cash to pay for purchases, 59% say they do so as a way to budget their money, and 64% say they spend less money when they pay with cash.
  • The “cash-stuffing” trend is being bolstered by TikTok videos featuring financial hacks like separating cash into different envelopes for different expenses.
  • Cash stuffing is on the radar of 72% of Gen Z and used by 30%.

42% CONCERNED ABOUT MENTAL HEALTH; ONLY 12% SEEK HELP

Young adults and physicians continue to see the country struggling with mental health, but most Americans aren’t seeking care, according to our survey with CVS Health.

• 60% of those ages 18-32 say they are concerned about their mental health.
• 67% say they know people in their community struggling with mental health issues.
• 56% of physicians report declining mental health among patients.
• Yet only 12% of Americans regularly see a mental health professional like a psychiatrist, psychologist, psychotherapist or well-being therapist.
• 58% of those ages 18-32 report that social media has negatively affected their mental health, compared with 22% of those ages 57+.

ORDER IN THE AI COURT

The vast majority (83%) of the nation’s behavioral health workforce believes that, without public policy changes, provider organizations won’t be able to meet the demand for mental health or substance use treatment and care in the U.S. The National Council for Wellbeing survey also warns of a potential exodus of behavioral health workers due to burnout.

• • 79% agree judicial courts don’t provide equal justice to all.
  • 58% say they know someone who had been treated unfairly in court – higher among Black (79%) and Hispanic (68%) Americans.
  • 43% would prefer an AI judge rather than a human one.
  • A majority believe AI could prevent long waits for court hearings (62%), counter human error and bias (60%), and provide more equitable sentences (59%).
  • 8 in 10 believe our judicial system needs to change to provide unbiased justice to all, including 88% of Democrats and 72% of Republicans.

CURRENT, FUTURE WOMEN LEADERS FRUSTRATED AT GENDER INEQUITY

When it comes to gender inequity in corporate America, women – especially women of color – express frustration at all levels of the organizational chart and believe the pace of change is much too slow, according to our 2023 Milken Institute-Harris Poll Listening Project. In its fourth year, the survey examines global socioeconomic, institutional and political barriers. We surveyed executive women in the Milken Institute Executive Circle and employed American women ages 22 to 41.

• • 90% of Gen Z/Millennial working women say they face challenges that impede their careers, including lack of career development, mentorship and sponsorship.
  • Executive women say their three biggest frustrations regarding gender equity include lack of career development opportunities; being overlooked for promotions; lacking mentorship and sponsorship; lacking opportunities to prove themselves; and not seeing anyone they want to be above them at their companies.
  • See the full report here.

ICYMI

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

• • Reputation: The myth of trust
  • Why a cashless society may be further away than we thought
  • Why Stagwell’s Mark Penn sees AR and AI as the biggest disruptors to the industry
  • Converse, Rubbermaid, Blizzard, Lego and telehealth company Hims & Hers among those scoring high with Gen Z
  • Capitalism’s Crisis Of Perception

CONTACT

hello@stagwellglobal.com

SIGN UP FOR OUR INSIGHTS BLASTS

Talent in the Metaverse 

What’s next in connection, community, and commerce for avatars, athletes and artists? Hear from Tracy Benson, CEO and Founder of Obsesh, Nova Han of Nova Han Productions, and Helix Wolfson, President of Metaverse Operations at Infinite Reality. Stream the episode.

Creator Economy and the Metaverse

How are creators and platforms envisioning the future of fandom and engagement in the metaverse and other immersive realities? Maggie Malek, CEO, MMI and John Rough, SVP, Enterprise for Untied Masters, discuss. Stream the episode.

Fandom, Music, and Metaverse 

VentureBeat’s Dean Takahashi, Jonathan Vlassopulos, CEO of Napster, and Animal Concerts Executive Producer, Music, Anthony Mazzo discuss how brands can connect with artists, music, platforms and communities in the metaverse. Stream the episode.

Inclusivity in the Metaverse 

AFROPUNK founder Jocelyn Cooper and Shelby Larkin, Director, Global Partnership development at SoFi Stadium and Hollywood Park discuss diverse communities can benefit from the Metaverse. Stream the episode. 

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 (fielded Mar. 24-26):

WORRIES ABOUT ECONOMY DECLINE

Today, 83% of Americans are concerned about the economy and inflation – down 2 points from last week and back near December’s 82% rate.

• 79% worry about a potential U.S. recession (no change)
• 78% about U.S. crime rates (down 3 points)
• 73% about political divisiveness (up 1 point)
• 71% about the War on Ukraine (down 1 point)
• 68% about affording their living expenses (down 2 points)
• 67% about a banking crisis (new)
• 66% about the solvency of U.S. banks (new)
• 59% about the security of deposits in banks (new)
• 55% about a new COVID-19 variant (down 3 points)
• 46% about losing their jobs (down 7 points)

INFLATION STILL TOP CONCERN; BANKING CRISIS IS NOT

While Americans remain concerned about inflation, they’re not worried about the recent banking crisis and are divided on the TikTok debate. That’s according to our latest poll with the Center for American Political Studies at Harvard University.

• 67% agree with the Biden administration’s decision to step in and guarantee all customer deposits from Silicon Valley Bank and other failed banks.
• 77% of voters think the government should fully insure deposits at all U.S. banks, not just systematically important firms.
• 71% think the bank failures will affect them “not at all” or “only a little bit.”
• 67% think the deposits in their own banks are safe.
• Americans care more about inflation than the banking crisis: 54% believe the Federal Reserve should prioritize fighting inflation even if it means allowing banks to fail and could lead to a financial crisis in the short term.
• 75% see China as an enemy of the U.S., and 80% think China seeks to replace the U.S. as the key player in global affairs.
• 55% of voters think Biden’s foreign policy is too weak on China.
• At the same time, 75% are split on how to handle TikTok: 45% support a ban in the U.S., while 46% support allowing the app with conditions, such as forcing it to undergo regular security reviews or forcing its Chinese owners to sell their stakes.

MANY AMERICANS STILL FEEL ‘WEALTHY’

Even as the average American household has seen purchasing power and wealth erode, many are still feeling at least somewhat “wealthy,” according to our poll with Fast Company.

• 68% of Americans define wealth as comfort and necessities, as opposed to extravagance and excess.
• 48% say wealth is the ability to comfortably afford necessities like food and shelter with some money left over.
• 20% indicate that being able to afford necessities alone defines wealth.
• 11% define wealth as being able to afford “extravagant purchases.”

40% WORRY AI WILL TAKE THEIR JOB

Generative AI continues to be the headline of 2023 – including in the work place – with 74% of  Americans having used the technology for work-related tasks yet 40% worried that the technology is going to replace them.

• The C-suite debate about ChatGPT is intense, with 56% of workers reporting their companies already have implemented discussions or restrictions about using ChatGPT.
• 38% say that the technology will make them more useful in the workplace.
• 42%, however, believe the new tool will make it harder for them to find a new job – with more than 7 in 10 believing AI will replace roles with a heavy focus on data entry and processing, media and communications, coding and even hiring. Roles expected to be replaced the most: data analysis (77%), data entry and processing (75%), media and communication (74%), content creation (73%), PR (72%), coding (71%), customer service (71%), administrative roles (71%) and hiring (71%).

1 IN 2 CAREGIVERS SUFFERING MENTALLY, FINANCIALLY

Caregivers today need support just as much as those they care for, according to our survey with CVS Health.

• 28% of Americans consider themselves to be caregivers – yet 41% say they never wanted to be a caregiver.
• 22% are not compensated for their time, with most taking care of children under the age of 18 (40%), aging parents (35%) or caring for a partner or spouse (21%).
• 47% said that being a caregiver is a financial burden, and 49% report their mental health suffers.
• 37% said they’ve had to quit their job or cut back on work hours due to caregiving responsibilities – especially younger caregivers (57% for Gen Z and young Millennials).
• Caregivers also are making sacrifices in their personal lives: 45% have spent less time participating in their hobbies, have seen their friends less (39%), are falling behind on managing their health (34%), rearranged their home to accommodate people they care for (29%) and have formed unhealthy lifestyle habits (28%).

ICYMI

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

• Physical and mental health, DEI and workplace flexibility revealed as top employee priorities
• Americans don’t assume moms will stay home with their kids, but the gender pay gap, motherhood penalty, and childcare crisis makes it hard for them to keep working
• 27% of Americans think texting while driving is socially acceptable
• Athletes Maria Sharapova, Allyson Felix and Spencer Dinwiddie Join Stagwell, United Airlines, Diageo, Penske Media Corporation and Axios at Cannes Lions 2023

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 (fielded Mar. 17-19):

WORRIES ABOUT ECONOMY STEADY

Today, 85% of Americans are concerned about the economy and inflation – steady with last week and up from 82% rate in December.

• 81% worry about U.S. crime rates (up 1 point)
• 79% about a potential U.S. recession (down 1 point)
• 72% about the War on Ukraine (up 3 points)
• 72% about political divisiveness (down 2 points)
• 70% about affording their living expenses (no change)
• 58% about a new COVID-19 variant (up 3 points)
• 53% about losing their jobs (up 7 points)

62% OF EMPLOYEES WANT FLEXIBLE WORK HOURS; 47% OF COMPANIES OFFER THEM

Flexibility remains king for non-traditional benefits workers feel companies should offer, yet less than half of businesses do so. This is according to our survey with Express Employment Professionals.

• From an employee perspective, it is important that a company offers flexible work hours (62%), flexible work locations (51%), paid leave (48%) and shortened work weeks (36%).
• Yet less than half of hiring decision-makers report their companies do so: 47% say they offer flexible work hours, 40% flexible work locations, 48% paid leave and 23% shortened work weeks.
• Regarding traditional benefits, 54% of U.S. hiring managers say offerings will remain the same as they were in 2022, and 37% expect traditional benefits will increase this year – a significant drop since the first half of 2022, when 50% were talking about traditional benefit increases.

WOMEN KEEP CANNABIS USE QUIET

Many American women are using cannabis but are keeping it quiet, according to our survey with MedMen.

• 37% of American women 21+  use cannabis regularly, with 28% using it at least once a month.
• Younger women are more than twice as likely to use cannabis (ages 21-44: 57%)  than older women (ages 45+: 22%).
• Women say they primarily use cannabis for therapeutic reasons, such as relieving anxiety (60%), helping to sleep (58%) and relieving pain (53%).
• Nearly two thirds of women who use cannabis (65%) say there are people in their life who still do not know, including their parents (26%), children (22%) and coworkers (21%).

WOMEN ALSO DEMAND MORE RESPECT

Women believe society expects too much from them and does not respect them enough, according to further insights from our State of Women Report 2023 with theSkimm.

• Released during Women’s History Month, the report investigates and surfaces how women see the work they do, both in their careers and in the home, and how society perceives that work.
• 74% say that “society treats women like second-class citizens” and the “deck is stacked against women.”
• 79% say “I am concerned with the social expectations around unpaid labor/mental load that women are responsible for.”
• 65% say “new legislation and policies that are being passed do not advance women’s rights.”
• 89% are planning to redesign their lives the way they want to.
• 87% have or want to create more sources of financial stability, with 60% adding a side hustle, shifting to a higher-earning career or advocating for a promotion.
• 65% (74% among Black women) have become involved, or plan to, in national politics.

ICYMI

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

• Americans want weight loss drugs like Ozempic to be covered by insurance. Most of the time, they aren’t.
• More Than 1 in 5 U.S. Adults Have Considered Leaving Their Job In the Last Year to be Self-Employed
• More American women are single than ever before—and it’s costing them big money
• What’s on the Easter table and in the basket? Instacart reveals the most popular ‘eats and treats’

Originally Released On

PR Newswire

CONTACT:

Brandon Dixon
pr@stagwellglobal.com

NEW YORK, Feb. 22, 2023 /PRNewswire/ — Stagwell (NASDAQ: STGW) today expanded its digital transformation and engineering network Code and Theory with the addition of Silicon Valley-born digital product and design agency YML (Y Media Labs). The Code and Theory Network now includes six agencies: flagship shop Code and Theory, Kettle, Mediacurrent, Rhythm, Truelogic, and YML. The move creates a truly differentiated integrated network boasting nearly 2,000 people with 50% engineers and 50% creative talent, equipping client partners with teams purpose-built to solve digital-first end-to-end business challenges.

“Stagwell believes a digital-first approach drives holistic business transformation and marketing innovation,” said Mark Penn, chairman and CEO, Stagwell.  “Stagwell is accelerating our investment in scaled digital transformation and engineering capabilities by aligning a truly impressive set of agencies to support our global client partners.”

Stagwell’s Code and Theory Network now boasts approximately 800 engineers who can execute 24/7 development cycles utilizing onshore, nearshore, and offshore engineering. YML’s arrival adds key offshore scale in India and award-winning native app development capabilities.

“We are excited to expand the Code and Theory Network with the addition of YML and the opportunities this will unlock for our clients and our talent,” said Dan Gardner, co-founder and executive chairman, Code and Theory Network. “Modern business is digital business. We now have both the scale of technology services and the balance of excellent creativity to deliver end-to-end services across the customer journey, which our competitors in traditional agencies or consultancies simply don’t have.”

Dan Gardner, along with Mike Treff, CEO of Code and Theory, will lead the Code and Theory Network. YML will continue to be led by CEO and Co-Founder Ashish Toshniwal. And, as part of this network expansion, Lauren Kushner has been promoted to CEO of Kettle.

“I could not be more excited for YML’s next chapter as we join the Code and Theory network. Building on our momentum, this move will bring our clients a new roster of resources, technology partnerships and near-shore global reach with engineering scale in Latin America,” said Toshniwal.

All agencies within the network will continue to operate under their individual brands, consistent with Stagwell’s focus on collaboration between complementary groups versus agency consolidation. Brands within the network will retain their cultures and unique capability sets, while scaling through more integrated work.

About Code and Theory Network

The Code and Theory Network is the digital-first creative and technology group within Stagwell, built to partner with businesses to navigate the complexity of changing consumer behaviors and emerging technologies. With a global footprint and the capabilities to work cross the entire consumer journey, we crave the hardest problems to solve. The network includes the flagship agency Code and Theory as well as Kettle, MediaCurrent, Rhythm, TrueLogic, and YML.

About YML

YML (Y Media Labs) is a design and technology agency bringing Silicon Valley to the world by creating award-winning digital products and experiences. YML has launched mobile apps, websites and other digital experiences for a range of clients including PayPal, Google, Universal Music Group, The Home Depot, Yeti and Polestar. Its work has been recognized by Steve Jobs (ya, that Steve Jobs) and featured by TED Talks, in The Wall Street Journal (“YML is one of the most innovative companies in Silicon Valley”), Forbes, Ad Age, ABC, CNBC and more. Founded in 2009, YML is now home to 500+ innovative designers, strategists, and engineers around the globe. To learn more please visit yml.co.

About Stagwell

Stagwell is the challenger network 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 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com

Originally Released On

PR Newswire

CONTACT:

Sarah Arvizo
Pr@stagwellglobal.com

Originally Released On

PR Newswire

CONTACT:

Sarah Arvizo
Pr@stagwellglobal.com

For realtime insights, follow us on LinkedIn

A roundup of Stagwell’s work at Super Bowl 2023:

• NFL
• Bud Light
• Dunkin
• Diageo
• United Airlines
• Dexcom
• CommonSpirit Health
• Brand Fandom
• Brand Innovators Sports Upfronts

Stagwell agencies Anomaly and 72andSunny flexed their creative chops at Super Bowl LVII for clients Bud Light, Diageo, Dunkin’, and the National Football League. The work represents 10% of advertising spots, more than any other global marketing services network, and some of the best-reviewed campaigns – including three of the top 10 highest-rated commercials in the USA TODAY Ad Meter. This milestone comes amid Stagwell’s year-long focus on brand fandom and the power of sport as it gears up for Sport Beach at Cannes Lions Festival of Creativity 2023.

“For another year, Stagwell commands the field at the Big Game,” said Stagwell Chairman and CEO Mark Penn. “Our agencies helped legacy brands like Bud Light position themselves as fun, approachable and relatable, introduced new entrants like Crown Royal to make a name for themselves, and empowered influential brands like the NFL to deliver powerful, progressive messages. From the advertisements to original research, our work reinforces the magnetic power of sport and its ability to create brand fandom among people from all walks of life.”

The Big Game

National ads from Stagwell agencies make up 10% of Super Bowl spots.

NFL x 72andSunny

Two spots produced by 72andSunny took center stage: “NFL Cares,” featuring several players delivering an uplifting message, “We see you,” toward mothers, veterans and other communities; “Run With It” was unveiled at halftime, a humorous spot highlighting the future of women in football. It featured Diana Flores, the quarterback for Mexico’s national flag football team, in which everyone – and her mom – tries to grab her flags.

Bud Light x Anomaly

“Hold” features actor Miles Teller, his wife, Keleigh, and their French Bulldog, Bugsy, making light out of being on hold on a phone call, as part of the brand’s shift to the fun in everyday life and new tagline, “Easy to Drink. Easy to Enjoy.”

Dunkin’ x Anomaly

Dunkin’ made its debut at the Big Game in a spot featuring Ben Affleck, who surprised customers as the drive-thru attendant.

Diageo x Anomaly

Crown Royal also joined the slate of ads for the first time with a spot that plugs the whiskey’s Canadian heritage and longtime marketing positioning around gratitude.  

Off the Field

Outside of the national stage, clients and agencies made a splash.

United Airlines x 72andSunny

Opting out of a national buy, United Airlines aired a local :30 spot in Denver and Colorado Springs, Colo., taking an inadvertent aim at Southwest Airlines, highlighting a family “Who got to be together for the holidays.” Denver International Airport saw the most cancelations on Dec. 27, the majority from Southwest.

Dexcom x Allison+Partners

Allison + Partners supported Dexcom’s return to the Super Bowl, with a spot that introduced the new G7 device featuring singer Nick Jonas, who has type 1 diabetes.

CommonSpirit Health x Allison+Partners

The agency also helped to develop messaging around hospital system CommonSpirit Health’s regional big game spot, which showcases a grandmother teaching her infant grandchild how to sign “grandma” in ASL.

Brand Fandom x NRG

A survey from National Research Group unpacked the anatomy of a fan and proved the value for brand activation at major sporting events like the Super Bowl, with new insights comparing Super Bowl fans to non-Super Bowl fans responses to questions around their excitement for the game, the advertisements, viewing habits, social media consumption, perceptions of the brands involved, and more.

Brand Innovators Sports Marketing Upfronts

Stagwell’s EVP, Global Chief Marketing Officer Ryan Linder , NRG’s EVP, Brand Strategy and Innovation Fotoulla Damaskos, Diageo SV of Whiskeys Portfolio in North America Sophie Kelly, and United Airlines Global Sponsorships and Inclusive Partnerships Jennifer Entenman, unpacked the brand fandom research and what it means for marketers on the ground in Arizona.

Originally Released On

PR Newswire

CONTACT:

Sara Pollack
Sara.pollack@assemblyglobal.com 

Industry Veteran Joins Growth Team Led by Global CMO Ryan Linder

NEW YORK and LONDON, Feb. 7, 2023 /PRNewswire/ — Stagwell (NASDAQ: STGW), the challenger network built to transform marketing, has appointed Helen Lafford as senior vice president, chief growth officer for the United Kingdom (U.K.) and Europe. Based in London, Helen will help shepherd international growth for the network, with the goal to spearhead cross-agency new business development in the region.

“I’m delighted to join the most transformational and forward-thinking team in marketing.”

Helen Lafford, Senior VP, Chief Growth Officer, U.K. and Europe, Stagwell

A 25-year industry veteran, Helen joins from global media agency Initiative, where she served as EMEA head of growth and led wins across major reviews including Nike EMEA, Arla, ING, Amazon, and AstraZeneca, spurring record-setting growth for the agency. Prior to that, Helen represented Publicis Groupe’s Blue 449 advertising agency on the founding team of Project Everyone, a nonprofit creative communications agency, providing global media support for the announcement of the 2015 United Nations Global Development Goals. She went on to serve as Blue 449’s global head of special projects prior to joining Initiative. And previously she was Business Director at Mindshare Worldwide, where she managed a wide portfolio of accounts from IBM, Nestlé, Mondelez, Kimberly Clark EMEA, Zegna and the global Rolex account.

“I love the diverse and exhilarating industry we work in and I’m delighted to join the most transformational and forward-thinking team in marketing as Stagwell’s Chief Growth Officer for U.K./Europe,” said Lafford. “As Stagwell continues to expand and evolve its global remit, placing a dedicated focus and emphasis on the markets and regions, I am excited to work with a proven Growth Team and an illustrious roster of successful brands to further bring Stagwell U.K./Europe to life.”

“Beyond Helen’s stellar track record of landing and scaling some of the world’s most revered brands, she has the qualities that define the best leaders within our network: gracefully assertive, motivated by opportunity, supportive of our internal cultures, and a complementary partner,” said Stagwell EVP, Chief Marketing Officer Ryan Linder. “We’re excited for her leadership as we expand in Europe and the U.K.”

There are more than 2,000 employees in the Stagwell network across the U.K. and Europe, at agencies including 72andSunny, Allison + Partners, Anomaly, Assembly, Brand New Galaxy, Code and Theory, CPB London, Concentric, Forsman & Bodenfors, GALE, Goodstuff, Hunter, Ink, KWT Global, Locaria, National Research Group, and Northstar.

About Stagwell
Stagwell is the challenger network 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 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.

Media Contact
Sarah Arvizo
pr@stagwellglobal.com

SOURCE Stagwell Inc.

By

By: Brandon Dixon, Director, Communications 

CONTACT

hello@stagwellglobal.com

SIGN UP FOR OUR INSIGHTS BLASTS

The success of “Black Panther: Wakanda Forever” at the end-of-2022 box office sparked a question at Stagwell: “When is Black Futures Month?” Brands flocked to the marketing table for the Black Panther sequel, and for good reason: in a 2020 study from National Research Group 52% of Black Americans selected the original film as the “best example of representation and inclusion” in American entertainment. But, marketers still rely too much on Black History Month as the main chance to elevate Black stories.

The success of “Wakanda Forever” shows we should focus on Black futures, not just history, in our marketing efforts. As brands and entertainment converge, how can we drive complex representation for Black consumers and tap into growth opportunities? 

Multi-Dimensional Blackness 

Despite an increase in Black characters and stories in mainstream media, authentic and complex representation is still lacking. 91% of Black Americans still see negative stereotypes as a top pain point. Brands can challenge these narratives through speculative storytelling and Afrofuturism, offering new contexts for Black characters. 

Investing in sci-fi, fantasy, or superhero genres can be a potential goldmine for brands. The 2020 National Research Group study shows Black Americans praised “Black Panther” and “Black Lightning” as the best examples of authentic Black representation in American media. These two shows showcase the potential growth in futuristic, fantastical genres that bring Blackness to the masses. The study also found that 77% of American consumers and 85% of Black Americans find Black content in a futuristic setting appealing. 

Future-Forward Creativity  

Brand creativity that only mines the past for visions of Blackness may dwell on traumatic storylines. Joy exists in the past, but clumsy brand storytelling often leads to the platforming of the same recurring stories about Black oppression. If brands can build Future narratives in concert with Black creatives and think expansively about the potential forms Blackness might take in the future, we’ll see more stories of Black joy and transcendence enter the mainstream.

Potential for Transformation

Ninety-one percent of consumers are confident in the ability of media to influence society, per the 2020 National Research Group study cited above. As brands blur the line between Hollywood and Madison Avenue with branded entertainment, future-leaning visions are the way forward to connect meaningfully with Black consumers.

Let’s use Black Futures Month to challenge our brands to think about what’s next.  

What kind of Black Future can your brand imagine, and help create?