Trends

Marketers Innovation at the Speed of Success

  An ancient Chinese proverb counsels its audience that "when the winds of change blow, some people build walls and others build windmills." Innovation thus necessitates the ability to recognize such changes in real time, the courage to eschew defensiveness in the face of them, and, indeed, the wisdom to discern the opportunities lying nascent in them, as well as the creative adaptability to capitalize on those opportunities.

The Gender Gap in Teen Experiences [REPORT]

American teens face a host of challenges these days – both inside and outside the classroom. A new Pew Research Center survey of U.S. teens ages 13 to 17 finds that, while there is some common ground, many of the problems and pressure points teens are dealing with differ significantly for boys and girls. In addition, many teens see imbalances in how boys and girls are experiencing school and how they’re performing academically.

Growth in Metro Areas Outpaced Nation

Population growth in U.S. metro areas as a whole was faster between 2023 and 2024 than in the previous year and outpaced that of the nation. Additionally, some metro areas that experienced population declines during the COVID-19 pandemic are now observing population gains, according to Vintage 2024 estimates of population totals and components of change released today by the U.S. Census Bureau.

The Evolution of Soccer into Fútbol [REPORT]

With the MLS season having kicked off this past weekend, the U.S. soccer landscape is hotter than ever. Driven by a younger and more diverse fanbase, U.S. Hispanic fans are playing a pivotal role in the explosion of fútbol fandom that’s permeating throughout the U.S.. With the 30% Latino fanbase of MLS, the 60 million fans of the National Mexican team here in the U.S. and the growing Hispanic cohort gearing up to root for their home countries during the upcoming 2026 FIFA World Cup, the rise of the Hispanic population has been instrumental in driving soccer’s mass appeal.

Women Held 1 in 5 Radio GM Roles in 2024, MIW Study Finds

Mentoring and Inspiring Women in Radio‘s annual Gender Analysis Study reveals mixed results for female leadership in radio management. While there was marked growth in sales roles, Program Director positions remain a hurdle.

Nielsen Portable People Meter AM/FM Radio Audiences: Significant Growth in Drive Times, Weekends, and Younger Demographics; Format Shares Are Stable

Nielsen has released all January 2025 Nielsen Portable People Meter markets (except for West Palm Beach). There are significant increases in listening across demographics and time periods. This audience growth is due to Nielsen’s three-minute qualifier modernization which provides a significantly more comprehensive and realistic definition of AM/FM radio’s audience and their listening behavior.

The Future of Marketing in a Multicultural America

The United States is continually growing into one of the most diverse nations in the world. By 2050, the White population is projected to decline to 46%, while Hispanic and Asian populations are expected to rise significantly (Kipnis et al., 2019) . These demographic shifts are fundamentally reshaping society and the marketplace. This challenges marketers to adapt their strategies. In a multicultural society, marketing must no longer just be about selling products; although from a revenue perspective, corporations will have to incorporate inclusivity and diversity to keep up with the dramatic demographic transition (Mueller, 2008). It is important to recognize and embrace the unique identities and needs of diverse populations. Brands or companies that fail to engage with diversity risk the potential of alienating segments of their target audiences and becoming obsolete. A multicultural society is transforming marketing practices in the United States by reshaping consumer identity through diverse demographics, emphasizing the role of cultural values in consumer behavior, and the need for inclusive marketing strategies. These shifts will require marketers to develop a deeper understanding of their audiences.  By Kristina Simon - Florida State University

Race and ethnicity in religious congregations [REPORT]

Americans who go to religious services tend to worship where most other congregants and senior leaders share their race or ethnicity.

How Authenticity Drives Business Growth in Hyper-Aware Markets [PODCAST]

In this episode of The New Mainstream Podcast, Maribel Lara, Founder of Beget Love Consulting, shares insights on her journey into entrepreneurship and how authenticity can help brands thrive, even when faced with challenges.

How Marketers Can Create Wins for the Brand, the Business, and Their Partners [VIDEO]

ANA CEO Bob Liodice shared his thoughts on how marketers can do a better job of crafting and communicating their goals, helping the broader organization and external partners to better understand the objectives and create synergy across the entire function.

Religious upbringing and childhood education [REPORT]

The vast majority of Americans were raised in a religion. Fully 86% say that as children, they identified with Protestantism, Catholicism, Judaism, Islam or another religion. Just 13% of U.S. adults say that as children, they did not identify with any religion.

How women can steer toward growing industries and companies

Workplaces are full of talented, educated, and hardworking women. Many are caught off guard when, several years into their careers, they see that they are falling behind their peers, and they can’t put a finger on exactly how or why

AI Plots Path for Measurement in the Coming Creative Explosion

Creative is king. This may sound odd coming from a media person, but data supports this assertion. A 2017 Nielsen study of 500 advertising campaigns across all major media platforms found that the effectiveness of media tactics like targeting, reach and recency have improved over time. However, 56 percent of advertising's contribution to sales is still attributable to creative. A similar (updated) study from Data2Decisions in 2023 revealed that creative is the second biggest multiplier of advertising profitability, second only to brand size, and many times greater than targeting.

Women Drive the Economy — Are Brands Doing Enough to Keep Up?

As we recognize Women's History Month and prepare to celebrate International Women's Day, it's an opportune moment to reflect on how far we've come — and how far we still have to go. Brands and businesses have long played a role in advancing gender equality, yet many are now hesitating. Some organizations that once championed equity are reassessing their commitments. Others remain uncertain about how to take meaningful action in an era where progress is increasingly met with resistance.

U.S. Juvenile Products Sales Decline 6% in 2024, Circana Reports

Circana announced that retail sales for the U.S. juvenile products industry declined by 6% in 2024 to $7.3 billion, compared to 2023. However, dollar sales remain higher than 2019 levels, with a five-year compound annual growth rate of 0.5%. Albeit at an improved rate, units sold decreased year-over-year, down 3%, while the average selling price also declined by 3%.

Mental Health Perceptions in the U.S. and Mexico: A Cross-Cultural Perspective [REPORT]

Mental health awareness has seen significant shifts in recent years, but cross-cultural and regional differences still play a role in how individuals perceive and address their mental well-being. A recent ThinkNow study comparing mental health attitudes and behaviors in the U.S. and Mexico offers valuable insights into how people in both countries navigate their mental health journeys.

Opportunity to Attract and Retain Highly Motivated Working Parents via Enhanced Flexibility, Stronger Support Systems

Seventy-six percent (76%) of working parents believe that becoming a parent has boosted their motivation at work, driving them to achieve greater success in their careers while also managing their family responsibilities, according to a new study released by KPMG LLP, the U.S. audit, tax and advisory firm.

The Great Unbundling – 2025 is the year advertising technology resolves conflicts of interest

For more than a decade, the advertising industry has been defined by a structural tension: Platforms providing buy-side technology have also been deeply entrenched in selling media inventory. Companies like Google leveraged their scale, deep pockets, and technological resources to dominate both sides of the coin. Any capitalist with such advantages would have done the same.

The Artificial Intelligence learning curve. Part 2

By Gonzalo López Martí - Creative Director

• There is a saying in the videogame industry: a successful game must be easy and intuitive so everyone can learn to dabble in it at a glance, yet difficult enough that it takes a very long time to become an expert.
• This logic will most possibly apply to AI.

Yep. We’re Under Attack

Florida is suing Target, claiming the company misled investors by not disclosing the financial risks of its DEI efforts. The lawsuit argues that Target’s Pride merchandise and diversity initiatives triggered a consumer backlash, tanked sales, and wiped out billions in market value. The state, which manages public pension funds invested in Target, says shareholders paid the price for the company’s “ideological” decisions.  By David R. Morse