The report, from Omnicom Media Group UK, analyzes 75 evolving themes to predict which will rise to prominence by 2025, and how significantly they will scale.
Nearly half of consumers say they're "unlikely to buy products or services from companies not aligned with their political views."
Multiple societal crises -- especially the COVID-19 pandemic -- have raised the bar for brand marketers, with a majority of American consumers now expecting them to allocate funds and resources back
to the communities they serve. That's one of the top-line findings from a new report from Horizon Media identifying a half dozen fundamental shifts in consumer mindsets related to brands. The report,
"Rebuilding The Future," combines an array of proprietary Horizon consumer tracking studies, with data from third-party authorities, to make the case that the relationships of American consumers and
brands have been fundamentally changed.
The index ranks national brands according to their environmental, social and governance impact and was developed in partnership with consumer research firm Swayable.
An overwhelming majority of consumers have a "positive" attitude toward brands that promote social good, according to a multinational survey released today by Dentsu. The study, conducted among social
media users in the U.S., U.K., Japan, China and India, found that U.S. social media users indexed about average for all the major social good criteria, while China and India over-indexed and Japan
Environmental angst is becoming so acute among American consumers that 59% now believe it should not take a back seat to economic security.
Months into nationwide protests over racial injustice, a majority of American consumers continue to believe brands should speak out publicly about systemic racism and racial injustice, according to a
special report released this morning by the Edelman Trust Barometer. The report, "The Fight For Racial Justice In America," shows that 54% of a national sample of U.S. adults surveyed Aug. 31 agreed
with the statement about brands playing a role. That's up from 51% when Edelman fielded a similar survey Aug. 21, but down from 60% when it researched it June 7.
It's not just the economy, stupid. That's one of the takeaways from the latest edition of Mindshare's COVID-19 tracking research, which in recent weeks began including questions about racial injustice
and police brutality and found that issues related to racism are now the most pressing among Americans. As important as the pandemic and economic downturn have been, riots/looting, the Black Lives
Matter protests, and racial discrimination ranked as the three most urgent issues, according to Mindshare's latest report.
Brands doing good things for others are clearly seeing a lift in social sentiment.
Research from the World Media Group suggests brand activism is on the rise, requiring advertisers to align their content with a global cause or issue, "Netimperative" reports.
Two in three global consumers are now "belief-driven" buyers who express purchase intent based on a brand's values, a new Edelman study finds -- up from 50% last year. These buyers now represent a
majority across age groups and incomes and in all eight markets studied this year.
Addressing societal issues that arise from technologies such as artificial intelligence seems to appeal to Fernando Diaz, who recently took the position at Microsoft in Montreal as principal
researcher and lead of the new Montreal FATE Research Group at Microsoft.