Consumer Sentiment

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Americans Still Unsure About Cannabis, But CPG Brands See Opportunity

Last month, Illinois became the 11th state to allow the adult use of recreational marijuana. Its state legislature is the first to legalize selling the drug. Marijuana remains illegal at the federal level, for now. But that hasn’t stopped blue chip companies from exploring cannabis-based products as many believe that federal legalization in the U.S. is only a few votes away.

2019 Women’s World Cup, A Marketing Opportunity For Hispanic Food Products

With the goal of reaching a viewership of one billion, the 2019 FIFA Women’s World Cup in France holds represents an incredible marketing opportunity for Hispanic food products. This year’s tournament, which began on June 7 and ends on July 7, is the most exciting Women’s World Cup yet for several reasons: France is still buzzing from their 2017 Men’s World Cup win, while the U.S. women’s team is heavily favored to win this year. Toss in some intense, off-the-field conversations about gender equality, and it’s easy to see why interest in the games is at an all-time high.

2019 FIFA Women’s World Cup: How Marketers Can Get In the Game

With a goal of one billion viewers, the 2019 FIFA Women’s World Cup in France holds untold potential for marketers. This year’s tournament is poised to be the most exciting to date for a few reasons: France is still buzzing from its 2018 Men’s World Cup win, while the U.S. women’s team is heavily favored to win this year. Toss in some intense, off-the-field conversations about gender equality, and it’s easy to see why interest in the games is at an all-time high. As marketers, of course, we’re every bit as interested in who is watching the games as who the players are.

[Podcast] Why Brands Can’t Afford to Ignore Social Issues Impacting Black Consumers

In this conversation, we will explore how brands can play a role in addressing social justice issues in the Black American community by helping improve the lives of Black American consumers while driving brand engagement, loyalty, and sales. Speakers: Pepper Miller, Recognized Black American Market Researcher, Author, Subject Matter Expert and Speaker and Reginald Osborne, Strategic Business Leader & Cultural Expert.

If The U.S. Economy Is So Good, Why Are Sales Down?

“A rising tide raises all ships.” We’ve all heard that expression and many companies are hoping it’s true as the U.S. economy experiences the lowest unemployment rate and the longest period of growth in U.S. history. Under such circumstances, we could reasonably expect all our ships to be riding high, right? Not quite. In fact, many companies are struggling and wondering why they’re not experiencing the growth they believe they should be. As a consumer insights company that works across multiple verticals and consumer segments, we have a good vantage point from which to observe the rise and fall of the tides and the individual ships trying to stay afloat. Take a closer look and ask yourself these questions:

Death Of Car Use Among Younger Cohorts Has Been Greatly Exaggerated

If asked which consumer group is most likely to be planning vehicle purchases in the next 12 months, you might automatically think of all those car-hungry Gen-Xers and boomers. So you may be surprised to learn that millennials account for 35% of those looking to purchase a vehicle this year, according to our research. Statistically, that is significantly more than the number of boomers (at 19%), who plan to buy a vehicle within the year. Boomers, in fact, are the least likely age group to be in the market for a car, with 39% indicating no near-future plans to buy or lease a vehicle.

[INFOGRAPHIC] The Future of Vehicle Ownership

The rise of micro-mobility and auto technology has changed the landscape of transportation, but a few things remain the same. Consumers still prefer to shop for vehicles in-person and they want to own their cars. These insights and more are found in the ThinkNow 2019 Auto Purchase Trends Report which takes a closer look at vehicle purchases, purchase preferences, and the impact of technology on the industry.

The Future of Vehicle Ownership: 2019 Purchase Trends

Autonomous Driving and Micro-Mobility Gaining Ground With Consumers It has been two years since we released our last report on auto purchase trends. While 2017 doesn’t seem like that long ago, a lot has changed in the automotive industry. Back then, Lyft was still a private company and Bird was a scrappy start-up. Tesla autopilot wasn’t really autopilot, and Ford was still making sedans. The change in the automotive, and more broadly, the transportation segment since then has been nothing short of amazing. In response to the changes, we’ve released our 2019 Auto Purchase Trends Report which takes a closer look at vehicle purchases, purchase preferences, and the impact of technology on the industry.

Cultural Values: Key Insights On How To Reach Asian Americans Effectively

As a market research company with a robust multicultural practice, we’re often asked about how to market to Asian Americans. Often, clients have heard that Asian Americans are wealthier and better educated than other groups and they want to tap into these appealing consumers. However, when we walk them through the different country of origin groups and languages spoken, they’re often surprised by the variety and complexity within this market. One way to simplify the discussion is to look at shared cultural values and craft messages that can be adapted to various subgroups within the Asian American community.

Think Your Background Doesn’t Influence Your Premium Alcohol Purchases? Think Again

For the first time, a brand development agency that specializes in cross-cultural marketing is bringing the following message to suppliers and advertisers of alcohol who think minority populations shed their social and cultural identities when purchasing premium products: You’re wrong. In response to a belief that most high-end beer, wine and spirits brands promote themselves in a way that’s far too color-blind, WPP’s Geometry, a commercial marketing agency, has partnered with the cultural insights research agency Think Now to survey more than 1,000 Asians, Hispanics, African-Americans and LGBTQ+ individuals living in the U.S. to find out what influences their purchasing decisions. They discovered that background does, in fact, heavily impact their shopping behaviors.