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The Demographics of Covid Deaths

This chart from the CDC is based on one million deaths announced this week. The median age of those who died from Covid is 75. Almost three in four who passed away were age 65+. Read more »

A Fresh Look at Generations

Two presentations discussed generational differences and change. We have previously reported on one of them, Bobby Duffy, Professor of Public Policy and Director of the Policy Institute at King’s College London, who questions widely held assumptions of generational differences. The other was from J. Walker Smith, Knowledge Lead, Consulting Division, Kantar, who focused on generational change.

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Interpreting Survey Responses

Data from a recent Gallup survey remind us that responses from survey participants need to be interpreted carefully, as they are impacted by culture and respondents’ willingness to talk about certain topics. Case in point: Reported identification as LGBT appears less related to actual sexual orientation than to age.

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MSI: How Consumption Capital May Explain Brand Preferences

Consumer packaged goods have experienced increasing fragmentation in recent decades. This is most often attributed to millennials’ preference toward smaller and seemingly more “authentic” brands. But is this true? New research suggests that generational differences in “consumption capital” may be an even more significant factor. This is based on the range of products available over time. Read the article.

How Consumption Capital May Explain Brand Preferences

  • MSI

Consumer packaged goods have experienced increasing fragmentation in recent decades. This is most often attributed to millennials’ preference toward smaller and seemingly more “authentic” brands. But is this true? New research suggests that generational differences in “consumption capital” may be an even more significant factor. This is based on the range of products available over time.

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  • Article

NYCU: Diversity in Advertising

A new report by Ipsos explores consumers' opinions regarding diversity in advertising. The findings show that younger consumers are more likely to embrace minority representation in ads and many want more diversity than they see today.

Ipsos is issuing a monthly series "An Ipsos POV in Diversity & Inclusion" which uses insights from various surveys. In late 2020, they conducted studies to gain consumer insights on how brands should deal with issues surrounding CSR and social justice—on a very practical level. One aspect addressed in their report is the use of diverse actors in advertising. While 67% of ads in Ipsos' database include a person of color, the surveys revealed that about one-third of consumers feel there should be more representation. It is noteworthy that less than 20% of all groups said there was "too much" diversity in ads. Among 18-34-year-olds 42% wanted more diversity and minority representation in advertising. In the attached report, Ipsos summarizes their insights with these five recommendations:
  1. Don't just communicate, act.
  2. Represent all people in advertising and avoid stereotypes.
  3. Integrate authentic context and stories.
  4. Bring diverse voices to integrate cultural fluency into communications and branding.
  5. Weigh the risks of taking a stance, but don't ignore the risk of not taking one.
Read the Full Article

Source: Garcia-Garcia, M., Wahren, B., Midkiff, M., And Espinosa, E. (2021, April 21). Forget Statements. Consumers Want Deeper Social Justice Commitments From Brands: An Ipsos POV In Diversity & InclusionIpsos.

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