With all that has been said about influencers and their ability to drive some people to purchase products, their sway may not extend too much to CPG brands. Only a small portion of consumers say that an endorsement by celebrities or by popular influencers (5%)...
CSR & Environmental Charts
How Can Brands Better Reflect Consumer Values?
While it’s true that there are certain groups of Americans who feel vastly underrepresented in advertising, it appears advertisers are not doing an adequate job of representing US consumers as a whole. All in all only about 1 in 10 (9%) of the almost 21,000 Americans...
Data Hub: Coronavirus and Marketing [Updated]
Let's take an updated look at how marketers and consumers are dealing with this crisis. The below is a curated list of data that we've gathered in recent weeks, but with news about the global spread of the coronavirus and its effects on consumers and businesses...
How Do People Want Brands to Support the Racial Justice Movement?
Although struggles for racial justice and equality have been long-standing in the US, the current Black Lives Matter and associated demonstrations (the largest in the US' history) have bolstered the national discussion about racial justice. What role, if any, do...
Shoppers Most Often Find Out About Brand-Supported Causes Through Advertising
The majority of US adult consumers are more likely to give their trust and loyalty to brands they see as being purpose-driven. But where do consumers learn about brand-supported causes? The latest The Checkout [download page] from The Integer Group shows that...
CMOs Dish on Their Customers’ Behaviors During COVID-19
There has been ample evidence that customer behavior has changed due to the COVID-19 pandemic. But what changes are CMOs seeing and when do they anticipate these behaviors to return to what they once were, if at all? A special edition of The CMO Survey [pdf] takes a...
Which Marketing Responsibilities Will Be More Important in 5 Years’ Time?
Nine in 10 (92%) marketers believe that marketing is vital to the success of their business. Not only that, but a large majority (82%) also feel that the role of marketing is valued in their business, per a new survey [download page] of close to 700 leading marketers...
3 in 4 Consumers Say They’re More Likely to Trust a Brand They Know
The way consumers feel about a brand in terms of trust, authenticity, and social responsibility, is having a growing impact on their purchase decisions. A new report [pdf] from Ipsos has found that while 73% of consumers are more likely to trust a brand they know, a...
Which Trends & Tech Do Marketers Think Are Most Overhyped?
Two-thirds (68%) of marketers and brand professionals expect to increase the number of marketing technology providers their brand uses this year, with Marketing (31.4%) and IT (30.4%) jointly considered the most responsible for driving martech adoption. That said, a...
B2B Companies See Purpose As A Path to Success
For some time now, purpose has been an important factor when it comes to consumers feeling loyal to and having a connection to a company. While purpose has been a driving factor for B2C businesses, B2Bs are also recognizing the role purpose plays in setting them apart...
Youth Aren’t Keen on Amazon’s Environmental Impact
As one of the first places shoppers head when they know what they want to buy, Amazon has become a mainstay in many shoppers’ lives. Indeed, more than three-quarters (77%) of shoppers say that they buy up to half of their products and goods from the e-commerce giant,...
Industries Face Declines in Trust
One thing that all industries have in common is their need for the public’s trust. Unfortunately, this year’s Edelman’s Trust Barometer [pdf] shows that while the public still trusts business in general to do the right thing, that trust has declined across all...
B2B Marketers Deal with Range of Measurement Challenges
Being able to prove marketing performance and impact is critical, yet only about 1 in 7 (15% of) B2B marketing...
Half of US Adults Are Interested in the Olympics
After being delayed for a year due to the COVID-19 pandemic, the 2021 Summer Olympic Games in Tokyo have begun. And,...
Global App Spending Jumped Again in H1
Global consumer spending on Apple’s App Store and Google Play grew by 24.8% year-over-year (y-o-y) in H1 2021 to reach...
Which Marketing Responsibilities Will Be More Important in 5 Years’ Time?
Nine in 10 (92%) marketers believe that marketing is vital to the success of their business. Not only that, but a...
3 in 4 Consumers Say They’re More Likely to Trust a Brand They Know
The way consumers feel about a brand in terms of trust, authenticity, and social responsibility, is having a growing...
Which Trends & Tech Do Marketers Think Are Most Overhyped?
Two-thirds (68%) of marketers and brand professionals expect to increase the number of marketing technology providers...