Evan Shapiro, CEO-Producer-Pundit-Strategist, ESHAP; Adjunct Professor, Fordham and NYU, shared his latest “Media Universe Map”, discussed the rapidly changing media landscape and predicted more corporate consolidation.
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.
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. Gallup asks Americans whether they personally identify as straight or heterosexual, lesbian, gay, bisexual, or transgender, as part of the demographic information it collects on all US telephone surveys. Here are results based on aggregated 2021 data, via interviews with over 12,000 adults. Gallup concludes that the “increase in LGBT identification in recent years largely reflects the higher prevalence of such identities among the youngest U.S. adults compared with older generations…. “Since Gallup began measuring LGBT identification in 2012, the percentage of traditionalists, baby boomers and Gen X adults who identify as LGBT has held relatively steady…The percentage of Gen Z who are LGBT has nearly doubled since 2017.” One might add that these findings also reveal a lot about generational differences in discussing “private” behaviors. Source: Jones, J. M. (2022, February 17). LGBT Identification in U.S. Ticks Up to 7.1%. Gallup.Member Only Access
America in the 21st century is far more diverse than it was in the 20th. In fact, the Millennial generation is the most diverse in all of U.S. history. And this trend is expected to continue. As a result, brands must increasingly appeal to diverse audiences in order to remain relevant. How can they do that successfully?Member Only Access
At our February Young Pros event, Meghan McGuirk, VP Group Director, Investments at Havas Media, Cristina Schlobohm, Director of Communications Strategy at Havas Media, and Kara Donahue, Account Executive at Roku, walked attendees through the media buying and selling process. They explained the five main media planning milestones: briefing, defining a strategy, tactical work, activating a campaign and reporting after it’s complete. Each speaker elaborated by using real life examples and showed the perspective and impact that all teams involved in the process have—both on the client or vendor side.Member Only Access
Analysis of generational change can help make accurate forecasts about trends in consumer behavior – but only if done right. Many forecasts about future consumer behavior use data on generational changes as basis for predictions about “what’s next”. In doing so, they often ignore the complexity of change, that is, they only look at one of the three mechanisms that cause changes: