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Financial Services

How Brands Can Use an Endorser’s Smile More Effectively

  • JOURNAL OF ADVERTISING RESEARCH

A study on endorsers’ smiles in service-brand marketing brings new relevance to the slogan, “Service with a smile.” But which type is more effective, broad or slight? Researchers analyzed these two different types of smiles and found that they resonated differently, depending on how consumers relate to other people and the brand. Service marketers can use the study’s methods to more easily develop and test their spokesperson’s smile.

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  • Article

NYCU: Job-hopping Heats Up

Nearly two-thirds of workers are on the hunt for a new job, while almost nine out of 10 company executives say they are seeing higher-than-normal turnover at their organizations, according to a new survey from PricewaterhouseCoopers (PwC). The number of workers looking for a new job has almost doubled since spring. About 64% reported they were seeking a new job at the start of August, when PwC surveyed 1,007 full-time and part-time U.S.-based employees and 752 executives. That's up from 36% of workers in May. It’s a "significant" jump, Neil Dhar, PwC's chief client's officer, said. "Simply put, many workforces are just tired, and they're looking for change." Hispanic and Black employees are more likely to be looking—82% and 67%, respectively—than white workers, about 57% of whom cited a desire for a new job.

  • The biggest reason for the job search for many is a better salary, with 46% of women saying better pay was the biggest driver compared to 34% of men.
Many companies are recognizing this and increasing the pay rates on certain jobs. Wall Street firms Bank of America, Barclays, Citigroup, Goldman Sachs, JPMorgan Chase and Morgan Stanley have raised the salaries of their first-year analysts this year. What’s more, many retailers and restaurant chains, including Costco, Chipotle, McDonald’s and Under Armour, have boosted their minimum wages to $15 or more to entice workers. After salary, workers cited better benefits and career advancement as other top motivators. "Employees have been clear that they deeply, deeply value nonmonetary benefits like expanded flexibility, career growth, well-being, and upskilling," Dhar said. Source: Leonhardt, M. (2021, August 20). Job-hopping heats up: 65% of U.S. workers are looking for a new job. Fortune.  

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NYCU: 90% Say Brands Should Continue Advertising

Editor’s Note: The next report focuses on attitudes about advertising and the impact of advertising that addresses the current crisis. The findings paint a complex picture – strong support for advertising during this crisis, some positive impact, but also cynicism. According to the survey, consumers also think brands should incorporate COVID-19 messaging into their ads. FreeWheel released the results of a new survey of over 1,000 consumers on their changing behaviors and attitudes towards advertising in light of COVID-19 events. The results showed that 91% of consumers believe it’s appropriate for brands to continue advertising during the COVID-19 pandemic, with about half saying they believe it’s appropriate only with “certain types of ads.” The survey, conducted using a SurveyMonkey, also revealed that nearly 60% of consumers believe brands should incorporate messaging around COVID-19 into their ads. But discretion is needed: most consumers – about 50% – agree that brands should only do so “if it is tasteful.” When asked about their feelings towards brands that advertise in the current environment, over 40% of consumers say that when brands incorporate COVID-19 messaging into their ads, it can result in positive feelings. Though again, consumers caveat that messaging must be sensitive, with 29% saying that ads with COVID-19 messaging only gives them positive feelings if done tastefully. Consumers were also asked what types of ads they are most open to seeing now. The top category by far was food and beverage companies (51%), followed by financial (28%) and technology (24%) companies. Source:  FreeWheel (2020, April 28). FreeWheel Real-Time Insights, APRIL 28, 2020: Consumer Survey. FreeWheel.  

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