consumer attitudes

Meet Gen Alpha: How the Next Generation Is Reshaping Brand Discovery and Influence

Meet Gen Alpha: How the Next Generation Is Reshaping Brand Discovery and Influence

  • ARF
  • Knowledge at Hand | CMO Brief

Generation Alpha may still be years away from full purchasing power, but its influence on household spending and brand decisions is already significant. The latest ARF Knowledge at Hand and accompanying CMO Brief examine how this generation discovers brands, uses media and AI, influences family purchases and moves between digital and physical shopping environments. The research also highlights why marketers should not look at Gen Alpha as a monolithic segment but instead consider age, developmental stage and the continuing influence of parents when building relationships with this emerging generation.

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What Social Media Conversations Reveal About LGBTQ-Themed Advertising

What Social Media Conversations Reveal About LGBTQ-Themed Advertising

  • JOURNAL OF ADVERTISING RESEARCH

How do consumers respond when brands incorporate LGBTQ themes into their advertising? An analysis of more than 20,000 YouTube comments finds that overall, sentiment toward LGBTQ-themed advertising is predominantly positive, but responses vary considerably depending on the content. Celebratory and family-oriented themes tend to generate more positive reactions, while brand activism and portrayals that challenge traditional gender expectations can produce more polarized responses. The findings underscore the importance of authenticity and understanding the social and cultural dynamics surrounding inclusive advertising.

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Why Gritty Advertising Can Inspire Consumers to Try Something New

Why Gritty Advertising Can Inspire Consumers to Try Something New

  • JOURNAL OF ADVERTISING RESEARCH

Grit is usually associated with perseverance or sticking with a plan to reach a difficult goal and finding innovative ways to overcome any obstacle. But when grit appears in advertising, it may encourage consumers to explore rather than stay the course. A Journal of Advertising Research study finds that advertising designed to evoke feelings of grit can increase consumers’ willingness to seek variety, try unfamiliar options and consider switching brands. The effect is driven by a promotion-focused mindset that encourages consumers to pursue gains and seek the best possible outcome.

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