Research

Generation X, aged 35-53, are busy professionals who wield great spending power. This report outlines what it takes to market to them effectively.

Around the globe, few things are as ubiquitous as the sport of fútbol, le foot, calcio, or, as it’s called in the U.S., soccer.  While Americans have their own special moniker for it, the sport has certainly made its own imprint in the U.S. Soccer’s influence and power in the world of televised sports is no exception.  Behind this driving force are U.S. Hispanic viewers, whose consumption habits give televised soccer a unique and powerful profile.

Gen Zers and Millennials are the most optimistic compared to the other generations while Boomers are significantly less optimistic on how they view their finances for 2018. Additionally, U.S. Born are significantly more optimistic than the larger base of Foreign Born and those born in Puerto Rico and moved to the U.S. 

The Culture Marketing Council (CMC) believes that the addition of the citizenship question will decrease census participation, causing the census to yield inaccurate results.

ANA (Association of National Advertisers) members widely oppose the addition of a “citizenship” question to the 2020 U.S. Census Bureau forms because they fear it would create inaccurate data that could lead to misallocated marketing resources, according to a new survey.

The FIFA World Cup is approaching fast, and people around the world are planning to watch it – in a social setting. Globally, more than eight in ten people (84%) report that they will watch the games with friends and family. About half (49%) plan to join with work colleagues.

The Hispanic community is the fastest-growing ethnic group in the nation and spends more than $94.7 billion on CPG products annually. Because Hispanics are one of the most sought-after ethnic groups in the retail grocery market, IRI is diving deeper into last year’s most successful CPG launches to better understand Hispanics and New Product Pacesetters.

As the first crop of Gen Z talent joins the future workforce, new grads hold traditional work values with a digital spin. For the first time in years, there is an uptick in the number of new college graduates wanting to work for large companies. They are willing to commit and ready to roll up their sleeves. In return they want an engaging employee experience that takes full advantage of their degree, including the digital skills they bring to the table.

​For younger workers, the gap is widening between what responsible companies should achieve and what businesses’ actual priorities are. The good news, according to the 2018 Deloitte Millennial Survey : Business leaders have an opportunity to turn things around—and win back millennials’ loyalty.

Today, access to information is unprecedented, consumers are empowered to make smarter buying decisions and marketers have amassed immense quantities of data about consumers. Technology has transformed many industries permanently, but perhaps none as much as marketing.

Until recently, Facebook had dominated the social media landscape among America’s youth – but is no longer the most popular online platform among teens, according to a new Pew Research Center survey. Today, roughly half (51%) of U.S. teens ages 13 to 17 say they use Facebook, notably lower than the shares who use YouTube, Instagram or Snapchat.

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Amid widening gaps in politics and demographics, Americans in urban, suburban and rural areas share many aspects of community life

Eight of the 15 cities or towns with the largest population gains were located in the South in 2017, with three of the top five in Texas, according to new population estimates released today by the U.S. Census Bureau.

ThinkNow announce that Jannet Torres has joined the company in the newly created position of vice president, custom research. Torres will have national responsibility for building ThinkNow’s market research and consumer insights team and will be based in Los Altos, Calif.  

Young people are having a moment. Parkland survivors are demanding a national conversation on gun violence and are refusing to back down. The International Indigenous Youth Council, which grew out of the Dakota Pipeline protests, works to inspire, organize, and empower young leaders. Black Lives Matter youth groups have spent the last six years fighting for justice for young people of color.

A Cultural Re:Evolution reveals that U.S. Latinas have reached the tipping point where professional identity takes precedence over other roles in Latinas’ lives and represent a new chapter in the evolution of a complex woman who is at the forefront of a cultural, political and generational shift.

A while back I wrote about the need to break out of the comfort zone in order to create brand growth. The scary thing is that data can be one of the things that helps create the comfort zone. Our data becomes the lens through which we see the world and the real opportunities lie outside our view.  by Nigel Hollis

The apparel market hasn’t reached crisis mode, but shopping behavior has changed in ways that are affecting clothing retailers. Yoga pants are now just pants, fewer consumers have separate work and leisure wardrobes, and younger shoppers are supposedly less materialistic (or maybe just poor), embracing experiences instead of goods.

Marketers seek more customer data, but many struggle to make sense of what the numbers are telling them.