Future Consumer

The new kids on the block are generation Alpha, kids born after 2010 to predominantly Millennial parents. Following their gen Z predecessor’s footsteps, they are already heavily immersed within the digital world and were born with screens all around them. The resources here discuss some of the ways CX will evolve in 2022.

Jack Daniel’s recruited the help of the Drag community to create a reality series celebrating Pride outdoors.

Healthcare company Highmark produced and distributed 1.3 million fashionable masks. Over 11,000 schools and businesses received free Personal Protective Equipment (PPE) and guidance.

This report from the ANA is an initial look at the state of LGBTQ+ marketing inclusion and representation among client-side marketer members. As the first of its kind from the ANA, the report shows positive overall movement toward greater LGBTQ+ marketing inclusion in the advertising industry.

As businesses continue to embrace their digital-first future, marketing executives must integrate millennial marketers in a way they never have, engaging them as key contributors in their marketing discussions. In fact, their business' survival may depend on it.

Nestlé USA's Bryan Waddell discussed how Hot Pockets doubled down on its investment in esports and gaming and launched Pockets 4 Bits, a campaign that rewarded gamers with Twitch Bits and ignited the brand's strategy in engaging with the teen and young adult demographics.

The ANA’s Greg Wright and LGBTQ+ marketing expert Matt Tumminello revealed the results of the ANA LGBTQ+ Marketing Inclusion Survey, which looked at the inclusion of LGBTQ+ in marketing activities, as well as support for the LGBTQ+ community among ANA member companies.

This paper is an informative summary of the most relevant recent global research on consumer sentiment related to privacy and the use of identity. It provides actionable steps for advertisers to consider as they adjust and plan to do business in today’s more privacy-responsible marketplace.

In this episode of Beyond Profit, host Ken Beaulieu catches up with Brad Brinegar to discuss a study on Gen Z and what it means to marketers, the expectations of Gen Zers, how brands can achieve sustained growth through a focus on purpose and values, and more.

Gen Z not only wants more control over the content they consume, but also wants ads based on their activities and interests. Marketers armed with data and intelligent ad tech can help build personalized experiences.

This 2021 research focused on current consumer perspectives related to online tracking, opt-in vs. opt-out, and the process associated with each of these experiences on iOS given their recent launch of the ATT prompt.

In this session, Barkley explored how younger consumers’ purchasing decisions are increasingly influenced by the social, environmental, and economic impact of a brand, and shared best practices in identifying and executing that purpose in a way that facilitates change and fosters customer loyalty.

The structural necessities of facilitating hiring and orientation programs have become even more complicated during the pandemic, but new opportunities present themselves. For instance, with remote work, geography doesn’t have to determine hires, thus broadening the hiring landscape and making it more inclusive.

This Insight Brief examines how technology companies such as Google are placing a greater emphasis on data privacy, how this will affect the work of marketers, and how some marketers are continuing to find innovative uses for data.

Mattel’s Monica Dreger explained how qualitative insights helped the company design its Creatable World line of gender-inclusive dolls.

This survey gathered opinions of more than 5,000 consumers around the world on a range of topics such as smart cities, digital finance, health care and shopping.

Members of generation Alpha (people born in 2010 until the mid-2020s as ending birth years) are used to getting information fast and easily — which can be challenging for companies to keep up. Most of this is done through AI-powered technology, such as Alexa or other voice marketing technologies.

To boost their appeal to gen Zers, brands need to rip up their existing playbooks and develop an entirely new media mix centered on social channels and entertainment.

Cotton Inc. shared insights into how it is using a diversified portfolio to reach millennials and gen Z to change awareness and influence sales.

Generation Z will soon take over as the largest consumer segment, and marketers who think they can treat these young consumers just like millennials will be in for a rude awakening.