A weekly round-up of the industry’s top stories and research curated by the ARF.
At the 2024 Cannes Festival of Creativity, Les Binet and Karen Nelson Field argued that the advertising industry has an ageism problem. Concurrently, a new study by GfK demonstrates that many stereotypes about consumers 50+ are inaccurate.
Does Maslow’s hierarchy of needs still describe Gen Z consumers’ needs? These researchers updated the classic model to explore how our need for safety, belonging and identity have evolved in the 21st century.
New research suggests marketers do not agree on the main characteristics of a brand, the role of brands and the drivers of brand success. Read more »
Microsoft shared research insights on the factors that drive technology brand preferences. Read more »
The growth of ad-supported streaming services continues to be one of the most important developments in the media. A new study confirms that acceptance of advertising is a major driver behind that trend, but also shows that consumer satisfaction with streaming advertising is not as high as it could be.
Guideline has issued an analysis of ad spending trends in several key markets, showing both similarities and differences.
News You Can Use will feature a series on AI prepared by the ARF’s research team entitled, “AI Dos and Don’ts.” In the first report, the team has discovered a few don’ts.
Many studies have shown that consumers want authenticity in advertising and branding and that the perception of authenticity can be an important driver of marketing success. But what exactly does authenticity mean to consumers? Read more »
Accurately measuring consumers’ beliefs and attitudes is more complex and difficult than we assume, according to several new books on misinformation and beliefs. Read more »
A new development illustrates the increasing importance of being able to access and analyze audience measurement data from different countries. Read more »