Trends

Authenticity Is the Strategy. Culture Is the Stage.

Neuroresearch and Online Eye Tracking: Redefining Digital Ad Effectiveness

In a digital environment where attention spans are measured in seconds, traditional metrics like clicks and views offer an incomplete picture. They tell us what users did but not what they saw, felt, or understood. Which parts of the creative actually registered with them? Did the ad spark interest, confusion, or indifference?

Differences in Work Arrangements Among Hispanic and Non-Hispanic Populations

Hispanic or Latino workers are projected to become a larger portion of the civilian labor force in the coming decade and new American Community Survey (ACS) tables on characteristics of workers show how they differ from workers in other groups.

Burnout Is On the Rise: The Consequences and Ways to Prevent It

A growing concern for employees and employers is burnout. Talent solutions and business consulting firm Robert Half found with its new research that 36 percent of professionals feel burned out at work, and 33 percent report they are more burned out now than the previous year. Among those who reported feeling burnt out, those who reported the highest levels of burnout are gen Z (39 percent) and millennials (40 percent).

What Brands Must Know About U.S. Fans Ahead of the 2026 FIFA World Cup

The largest sporting event in history, the 2026 FIFA Men's World Cup, kicks off across North America. For brands, it's a once-in-a-generation chance to build campaigns that authentically tap into the unique appeal of World Cup soccer and break into mainstream culture during a tournament projected to generate up to $40.9 billion in GDP.

It Happened in Mobile First: How Mobile Advertising Anticipated the Industry’s Biggest Challenges

The challenges facing today's digital advertising ecosystem — signal loss, privacy constraints, platform consolidation — first emerged in mobile.

Reconnecting with LGBTQ+ audiences

Joining in Pride celebrations each June is one opportunity for marketers to build their connections with LGBTQ+ communities. But building brand trust and loyalty with LGBTQ+ consumers requires support beyond Pride Month.

ADVERTISING PROVES RESILIENT AMIDST ECONOMIC UNCERTAINTY

MAGNA was always anticipating a deceleration in the global advertising market’s growth for 2025, following the exceptional performance of 2024. Analysis of first-quarter financial reports confirmed weaker ad sales among traditional media owners (TMOs) amidst growing economic uncertainty. TMO ad revenues (radio and television broadcasters, newspaper and magazine publishers, out-of-home, and cinema) decreased by -1% year-over-year globally, with key markets experiencing declines of -2% to -4% (Germany, UK, France, Canada). In contrast, digital pure players (DPPs) demonstrated remarkable resilience, with first-quarter ad sales increasing by +12% globally and +13% in the US.

NEW STUDY SHOWS US LATINOS ARE RISING IN SELF-AWARENESS, BUT FEEL INCREASINGLY IGNORED BY BRANDS AND MEDIA

A new study launched today at Cannes Lions reveals U.S. Latinos, one of the largest and fastest-growing consumer groups, are more empowered and brand-aware than ever, but feel increasingly underrecognized by brands and media.

Rising Number of U.S. Households Are Headed by Married Same-Sex Couples

Since 2015, the number of households headed by same-sex married couples in the United States has risen steadily from 425,357 to 774,553 in 2023, according to U.S. Census Bureau data.

Radio Fills the Engagement Gap Across Demos

Current advertisers not using radio are willingly leaving consumers on the table - but they don't have to. Radio offers brands new opportunities for connecting with under-engaged media consumers, those that have little to no meaningful interaction with internet and TV and are therefore likely missed by ad campaigns. Katz's new analysis of national Nielsen Scarborough data explores radio engagement among these overlooked consumers in the bottom two usage quintiles for internet and TV.

How do Latinx consumers find out about what’s happening in the world?

Understanding where and how Latinx consumers get their news is important for brands and organizations looking to connect meaningfully with this influential and diverse audience.

Genuine effort trumps artificial intelligence? Ozempic & costly signaling.

By Gonzalo López Martí - Creative Director Let’s say you received an invitation to a wedding by email or by text message three days before the event. What would your reaction be?

The Customer Journey Is Cross-Brand, but Our Infrastructure Isn’t

Marketers have spent years chasing the consumer across devices, platforms, and channels. Omnichannel strategies, identity graphs, and measurement frameworks all aim to capture what we call "the journey" — a sequence of media-consumption experiences that signals interest or intent and, ideally, ends in a transaction.

New Data on Detailed Languages Spoken at Home and the Ability to Speak English

More than 1 in 5 people (22%) age 5 and older in the United States spoke a language other than English at home during the five-year period from 2017 to 2021, according to new data released by the U.S. Census Bureau.

Hispanic Influence and Representation in American Entertainment and Consumer Culture

  The United States population is made up of individuals from a variety of cultures, backgrounds, and experiences. With this, Hispanics are a growing part of this diverse population and make up "over 622 million people" in the United States (Korzenny et al., 2024, p.1). They are not only a major part of what makes up our country, but are also key consumers in America. Being such a large part of the population, they hold significant buying power and have an influence over style, trends, and media. However, Hispanic consumers not only influence these elements of our society, but also the American entertainment industry as a whole. Through music, television, and fashion, Hispanics are helping to reshape mainstream culture with their values, ideas, and creative contributions. Yet despite this growing cultural and economic influence, Hispanic consumers and their values have been overlooked, particularly in media and marketing. This essay will explore the growing influence Hispanic consumers have on American entertainment and culture, and why it is essential for media and marketers to recognize and reflect the cultural values they have previously neglected.  By Meghan Bannister Florida State University

Inside the Science of Building Brand Trust Through Storytelling

In this episode of The New Mainstream podcast, Kate Smiley, Head of Global Employer Brand at GE Healthcare, emphasizes that in an era of skepticism, trust is essential. By combining storytelling, research, inclusivity, and emerging technologies like AI, brands can build authentic relationships and achieve real business results.

Who are the “New Latinos” Understanding the power of Hispanic Consumers in the U.S.

Who are the “New Latinos”   Understanding the power of Hispanic Consumers in the U.S.  By Bella Bozied Florida State University

The $2 trillion global wellness market gets a millennial and Gen Z glow-up

To millennials and Gen Zers, wellness has become a daily, personalized practice rather than a set of occasional activities or purchases.

The Experiences of LGBTQ Americans Today [REPORT]

Most LGBTQ adults say there’s a lot of social acceptance for people who are gay or lesbian, but few say the same for those who are transgender