How Women’s College Basketball is Reshaping the Streaming Landscape
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In March, the ARF Women in Analytics presented a lunch workshop on strategies for impactful data storytelling and how to simplify ideas for non-technical audiences. On June 18, we rebroadcasted a portion of the workshop and hosted a panel discussion with industry leaders who shared their perspectives, successes and challenges.
Member Only AccessThis study investigates how the concept of “implied explosion” in advertisements can significantly enhance consumers' perception of a perfume's intensity and persistence, leading to higher purchase intentions. Discover how both visual and textual cues can be leveraged to create a more impactful consumer experience.
Member Only AccessTarya Weedon – Cultural Insights Strategist, Horowitz Research
Yatisha Forde – Senior Director, Insights & Thought Leadership, ANA
Tarya Weedon of Horowitz Research and Yatisha Forde of the ANA discussed how to connect and create trust with Gen Z through accurate representation, authentic allyship and honest dialogue. This generation is redefining American culture with their views on gender, sexuality and fluidity. Champions of gender equality, they are a vocal cohort at the forefront of reversing the negative effects of traditional gender rules and stereotypes. Gen Z are hyperaware of when a campaign’s message is inauthentic or a brand does not “walk the walk.” Fewer Gen Z than other generations think advertising accurately reflects them. Tarya and Yatisha offered advice on how to pass the “vibe check” with this generation. Their study had two legs, a qualitative phase which was interacting over a two-week period with an online community with 70 Gen Zers in the U.S. The quantitative phase was an online survey among 800 U.S. respondents ages 14-to-24. Key takeaways:Steven Millman – Global Head of Research & Data Science, Dynata
Steven Millman of Dynata shared key findings from Dynata’s global research on attitudes towards inclusivity in advertising and why that matters. The online survey was conducted across 12 countries (U.S., Canada, U.K., Germany, France, Italy, the Netherlands, Spain, China, Japan, Australia and Brazil) with a representative sample of 18+ adults and a total of 12,043 respondents. The survey examined attitudes and feelings of various minority groups (including LGBTQIA+, women, seniors, people with disabilities). Race was only considered for the U.S. sample, as race couldn’t be asked in certain countries or it was challenging to get sufficient diverse samples by race in non-U.S. countries. Overall, the study found that members of minority groups generally feel somewhat less authentically represented in advertising than do others. With the exception of racial minorities in the U.S., marginalized groups also tend to feel less satisfied by their portrayals in advertising. The presentation also delved into cross-country trends and differences, as well as a deeper dive into the impact of political affiliations and gender on attitudes and purchase intent in the U.S. along issues of inclusivity and diversity. Key takeaways:In addition to the ARF event, DEI and diversity were recently addressed by the World Federation of Advertisers (WFA) strategic partners in their forecasts for 2024 priorities and in a new Morning Consult study.
Multicultural marketing is popular today. Its aim is to increase inclusion through consumption. But does propagating such marketing make a brand inclusive? An inclusive brand is one that creates, communicates and delivers offerings that serve underrepresented communities, say researchers in this Marketing Science Institute (MSI) working paper. In this way, such brands enhance lives through increased equality, acceptance, respect, belonging and empowerment.
Member Only AccessA new study by Paramount looks at the current state of inclusive advertising and offers six tactical strategies to improve advertising for the benefit of consumers and brands.
On September 20, Bob Pearson, renowned author of “Firm Beliefs,” reflected on his findings working in three Fortune 500 companies and helping build three marketing communications consultancies. A panel of industry leaders drew insights from decades of cross-industry expertise and shared actionable strategies that help leaders facilitate team building.
A new study finds that “green appeals” in advertising should be gender neutral, especially when the ad is directed at young males.