America’s youth, the first multicultural majority generation in U.S. history, is growing rapidly, adding over 2.3 million consumers (about twice the population of New Hampshire) to the population each year, making them a significant force to be reckoned with. These "mini-millennials” challenge brands to address societal stereotypes, particularly around gender identity, and use their influence to support or disapprove of brands’ diversity and inclusion efforts.
In our first report on diversity and inclusion last year, we analyzed consumer reactions to companies' public declarations of support for social justice in 2020. In our latest wave of ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent, we find differences in perceptions and expectations among key demographic groups compared to last year’s report.
The beauty industry has transformed in recent years driven by consumer demands for products that align with their cultural values and personal beliefs. While the top cosmetic brands continue to be L’Oreal and Estee Lauder, they are being challenged by younger, edgier brands like Selena Gomez’s Rare Beauty, Rihanna’s Fenty and e.l.f. Cosmetics. Consumer opinion, however, is not homogeneous. There are significant differences in preferences based on ethnicity, age, income and gender. ThinkNow uncovered some of those differences in our recent Inclusive Beauty Report based on a nationally representative online survey of 2,800 respondents.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
ThinkNow conducted a national survey of Americans aged 18-64 across various ethnic groups. We asked them about their interest in starting businesses, industries chosen, revenue goals, motivations, barriers and utilization of support services. The study contents include the following:
# Success and Business Ownership
# Business Ambition
# Motivation
# Obstacles/Challenges
# Business Owner Resources
We surveyed a nationally representative sample of LGBTQ+ Americans on their views of the current social climate, corporate support for LGBTQ+ causes, personal pronouns, and mental health care.
Our report findings highlight the persistent challenges faced by the LGBTQ+ community and emphasize the role that acceptance, advocacy and allyship play in fostering their well-being and advancement.
How do Total Market consumers feel? We conducted a nationwide study to discover their feelings about the economy, their financial situations, and a few of their spending plans. Take a look at what we learned.
As the first true generation of digital natives, Gen Z teens are coming of age and our world will soon be reshaped in their image. In this report, we will take a closer look at this unique generation's outlook on media, their shopping habits, and other hot topics. This is a must-have resource for marketers who want to reach the influential consumers of today and tomorrow.
Get insights into how Americans feel about the state of the economy, its impact on their household income, and how the political climate influences their economic outlook. Study contents include outlooks on the following:
1. Household Income
2. Personal Finances
3. Employment
4. U.S. Economy
5. Political Climate
The beauty industry has transformed in recent years driven by consumer demands for products that align with their cultural values and personal beliefs. While the top cosmetic brands continue to be L’Oreal and Estee Lauder, they are being challenged by younger, edgier brands like Selena Gomez’s Rare Beauty, Rihanna’s Fenty and e.l.f. Cosmetics. Consumer opinion, however, is not homogeneous. There are significant differences in preferences based on ethnicity, age, income and gender. ThinkNow uncovered some of those differences in our recent Inclusive Beauty Report based on a nationally representative online survey of 2,800 respondents.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
ThinkNow conducted a national survey of Americans aged 18-64 across various ethnic groups. We asked them about their interest in starting businesses, industries chosen, revenue goals, motivations, barriers and utilization of support services. The study contents include the following:
# Success and Business Ownership
# Business Ambition
# Motivation
# Obstacles/Challenges
# Business Owner Resources
We surveyed a nationally representative sample of LGBTQ+ Americans on their views of the current social climate, corporate support for LGBTQ+ causes, personal pronouns, and mental health care.
Our report findings highlight the persistent challenges faced by the LGBTQ+ community and emphasize the role that acceptance, advocacy and allyship play in fostering their well-being and advancement.
How do Total Market consumers feel? We conducted a nationwide study to discover their feelings about the economy, their financial situations, and a few of their spending plans. Take a look at what we learned.
As the first true generation of digital natives, Gen Z teens are coming of age and our world will soon be reshaped in their image. In this report, we will take a closer look at this unique generation's outlook on media, their shopping habits, and other hot topics. This is a must-have resource for marketers who want to reach the influential consumers of today and tomorrow.
Get insights into how Americans feel about the state of the economy, its impact on their household income, and how the political climate influences their economic outlook. Study contents include outlooks on the following:
1. Household Income
2. Personal Finances
3. Employment
4. U.S. Economy
5. Political Climate
Insights into the shopping behaviors of multicultural consumers this holiday season. The study contents include the following:
# Spending During The Upcoming Holiday Season
# Top Reasons For The Anticipated Increase In Holiday Spending
# Where Consumers Find Holiday Gift Ideas
# Most Popular Holiday Gift Categories
# Most Commonly Used Device For Making Holiday Purchases
# And More...
In this report, we examine consumer sentiment across key demographics in the U.S. The findings are especially relevant this year as marketers scramble to get a pulse on the post-pandemic consumer.
Almost 60% of the total market has heard of cryptocurrency. But if you are Hispanic or African-American, you are less likely to know what bitcoin is or how it works.
Among Asian-Americans, however, this isn’t the case. According to our most recent study, “Cross-Cultural Cryptocurrency Insights,” nearly 70% of Asian-Americans are aware of cryptocurrency, followed closely by non-Hispanic whites at 61%.
But awareness of cryptocurrency among Hispanics and African-Americans is low, which is surprising for two cohorts that typically over-index in digital usage and awareness. So what makes this technology so different?
For U.S. Hispanics, perhaps the key driver of crypto’s low popularity is income level. Consider this: As household income rises, awareness of cryptocurrency increases. For U.S. Hispanics with household incomes of $80K+, awareness of cryptocurrency is at 65%.
As household income decreases, awareness of cryptocurrency decreases as well. When looking at U.S. Hispanics with household incomes of $40K and under, awareness drops to 45%.
While overall household income for Latinos is rising in the U.S., they are still significantly below the U.S. average household income, which alludes to another key driver of low adoption: education levels.
Households with lower education levels often fall victim to lower household incomes. As education levels in the home rise, homeowners obtain better-paying jobs, which could lead to increased exposure to bitcoin technology.
But if minorities aren’t buying cryptocurrencies, who is?
Cryptocurrency has long since gained the reputation for being most popular among affluent white males. But this virtual currency is gaining popularity cross-culturally, yet at a different pace among each cohort.
Looking at respondents who have heard of cryptocurrency, there are no statistically significant differences among those who have purchased the most well-known cryptocurrency, bitcoin, in the past 12 months.
Non-Hispanic white respondents have purchased directionally more bitcoin than the other cohorts at 18%. Hispanic, African-American, and Asian respondents are virtually on par at 15%, 15%, and 14% respectively.
Education and exposure will make the difference.
While cryptocurrencies experienced a recent fall in valuation, they are still being invested in, and are also being considered by some countries to replace their official currencies. Minority communities, in general, are at risk of missing out on this conversation, which has broad implications for the U.S. economy.
For cryptocurrency to be taken seriously in the U.S., more must be done to educate Hispanic and African-American communities on what cryptocurrencies are and how the underlying blockchain technology works for them, to reach critical mass in adoption.
Our report provides multicultural insights into what retailers can expect during the 2018 holiday shopping season. The study contents include the following:
# Peak Holiday Shopping Periods
# Anticipated Average Holiday Spend
# Holiday Gift Ideas and Purchase Methods
# And More...
ThinkNow Pulse™ Hispanic Consumer Sentiment Study 2017ThinkNow
ThinkNow Research conducted its fourth annual Consumer Sentiment Study across a representative sample of Hispanics, African-Americans, Asians, and non-Hispanic whites. Below are insights gleaned from this year's ThinkNow Pulse™ study:
* Recent Trend in Household Finances
* Recent Trend in Household Finances by Hispanic Acculturation Level
* Changes in Employment in 2016
* Outlook for Household Finances
* Perception of America's Economy
* Outlook for US Economy
* Planned Purchases for Next 12 Months
* Economic Issues of Greatest Concern
* Outlook in 2017 Following Presidential Election
ThinkNow Media™ Explores Streaming and Live TV Habits of Total Market ConsumersThinkNow
Consumer demand for streaming services has opened the door for new players. Snapchat has signed development deals in the past year with Walt Disney’s ESPN, Discovery, the NFL, A+E Networks, Time Warner’s Turner Broadcasting, and Vice Media. Twitter recently signed on to stream several sports leagues, which is on par with its strategy to carve out their share of the live streaming category. Facebook will stream 20 MLB games for free this season. And YouTube TV is now streaming live TV for cord-cutters around the globe. But it’s not just social networks looking to capitalize on the popularity of streaming. Comcast now allows its X1 customers to stream Netflix seamlessly from their service.
As you can see, things in media are, for lack of better words, complicated. Unpacking who watches what and where is becoming increasingly difficult. So, ThinkNow Research wanted to get back to basics and just ask people how they consume media. In our recent study, ThinkNow Media™, we look at a nationally representative sample of U.S. Hispanics, African-Americans, Asians and non-Hispanic whites to see if there were any major differences in usage across the major media modes.
The findings of the study are depicted in our 2017 report, now available for download at no cost to you.
Gen Z: 2022 Trends, Analysis and Consumer InsightsZeno Group
Gen Z is poised to be the next generation of influential shoppers. They are expected to have significant spending power by 2026, so brands must cultivate brand loyalty and start building relationships early.
There are over 1.2 billion Gen Zers globally. It’s estimated that they represent about $143 billion in annual purchasing power. This does not even include the products and services paid for by their parents and family. According to Oxford Economics, Gen Z’s purchasing power will reach $2 trillion in less than ten years.
Gen Z’s importance for marketing and PR will only increase; in the US, Gen Z will make up 30% of the US workforce by 2030 and is estimated to increase their per capita annual expenditure by 70% between 2020 and 2025.
Marketing and PR teams must start paying attention to Gen Z's purchasing habits and trends. This generation is already making waves culturally, and their shopping habits will significantly impact the future of retail, commerce, and B2B decision-making. Previous generations like Baby Boomers, Gen X, and Millennials have always influenced innovation and the economy, as well as how brands create products, communicate with customers, and set prices.
Gen Z is already doing this, and the impact they are making is record-setting. Brands must start understanding how they shop, where they shop, and what they are talking about on their digital channels.
Gen Z represents a lucrative opportunity for brands that can connect with them and influence their shopping habits. This generation is known for being savvy and resourceful in using social and digital apps. They are also highly independent and value transparency.
APA's latest national poll surveyed Millennials and Baby Boomers on community preferences and dispels popular assumptions on how to improve local economies and attract new residents.
En partenariat avec le Policy Institute du Kings College de Londres, Ipsos a voulu identifier quelles inégalités étaient jugées les plus insupportables à l’échelle mondiale. Réalisée dans vingt-huit pays du 23 Décembre 2020 au 8 Janvier 2021, l’enquête montre que pour 60% des citoyens du monde, les écarts de richesse représente la forme la plus grave d'inégalité dans leur pays.
Insights from the 2019 ThinkNow™ Pulse survey are timely as we embark upon another year of projected growth for the U.S. economy. The study contents include the following:
Recent Trends in Household Income
Changes in Employment
Outlook for Household Finances
Outlook for US Economy
And More...
Whether it was the women’s march, Black Girl Magic, #MeToo, #TimesUp, women want to be validated; it’s no surprise why AT&T coined 2018 the Year of the Woman. And when it comes to media consumption, women are self-selecting into programs and media brands for reasons deeper than pure entertainment. This research measures the context effects of viewers’ personal values on media preferences and ad receptivity. Leflein will be presenting highlights from a case study conducted for WE tv on Women’s Empowerment and how brands and publishers can best engage with women. Our study uncovers how content that celebrates the power of women can impact women’s viewing choices. Multicultural women, in particular, are at the forefront of this growing cultural movement. We also identify a variety of categories in which all women feel underserved. Attendees will come away understanding:
1) What is currently driving women’s viewing choices
2) One key value that programmers and advertisers need to address.
ThinkNow Cosmetics and Beauty Report 2020 ThinkNow
In this report we surveyed a representative sample of cosmetic/beauty buyers to gauge sentiment in the category and how COVID-19 has impacted purchase behavior.
The Narrative Project - Overview Deck July 2014James North
The overview of the Gates Foundation's Narrative Project, to work with UK NGOs to change the way they discuss development without changing any of the ways it's implemented.
ThinkNow recently conducted a nationally representative quantitative survey revealing insights into what Americans buy and spend for the holidays. From shopping habits to spending patterns, let's delve into the top five trends shaping the 2023 holiday shopping season.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
More Related Content
Similar to ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent Report
Insights into the shopping behaviors of multicultural consumers this holiday season. The study contents include the following:
# Spending During The Upcoming Holiday Season
# Top Reasons For The Anticipated Increase In Holiday Spending
# Where Consumers Find Holiday Gift Ideas
# Most Popular Holiday Gift Categories
# Most Commonly Used Device For Making Holiday Purchases
# And More...
In this report, we examine consumer sentiment across key demographics in the U.S. The findings are especially relevant this year as marketers scramble to get a pulse on the post-pandemic consumer.
Almost 60% of the total market has heard of cryptocurrency. But if you are Hispanic or African-American, you are less likely to know what bitcoin is or how it works.
Among Asian-Americans, however, this isn’t the case. According to our most recent study, “Cross-Cultural Cryptocurrency Insights,” nearly 70% of Asian-Americans are aware of cryptocurrency, followed closely by non-Hispanic whites at 61%.
But awareness of cryptocurrency among Hispanics and African-Americans is low, which is surprising for two cohorts that typically over-index in digital usage and awareness. So what makes this technology so different?
For U.S. Hispanics, perhaps the key driver of crypto’s low popularity is income level. Consider this: As household income rises, awareness of cryptocurrency increases. For U.S. Hispanics with household incomes of $80K+, awareness of cryptocurrency is at 65%.
As household income decreases, awareness of cryptocurrency decreases as well. When looking at U.S. Hispanics with household incomes of $40K and under, awareness drops to 45%.
While overall household income for Latinos is rising in the U.S., they are still significantly below the U.S. average household income, which alludes to another key driver of low adoption: education levels.
Households with lower education levels often fall victim to lower household incomes. As education levels in the home rise, homeowners obtain better-paying jobs, which could lead to increased exposure to bitcoin technology.
But if minorities aren’t buying cryptocurrencies, who is?
Cryptocurrency has long since gained the reputation for being most popular among affluent white males. But this virtual currency is gaining popularity cross-culturally, yet at a different pace among each cohort.
Looking at respondents who have heard of cryptocurrency, there are no statistically significant differences among those who have purchased the most well-known cryptocurrency, bitcoin, in the past 12 months.
Non-Hispanic white respondents have purchased directionally more bitcoin than the other cohorts at 18%. Hispanic, African-American, and Asian respondents are virtually on par at 15%, 15%, and 14% respectively.
Education and exposure will make the difference.
While cryptocurrencies experienced a recent fall in valuation, they are still being invested in, and are also being considered by some countries to replace their official currencies. Minority communities, in general, are at risk of missing out on this conversation, which has broad implications for the U.S. economy.
For cryptocurrency to be taken seriously in the U.S., more must be done to educate Hispanic and African-American communities on what cryptocurrencies are and how the underlying blockchain technology works for them, to reach critical mass in adoption.
Our report provides multicultural insights into what retailers can expect during the 2018 holiday shopping season. The study contents include the following:
# Peak Holiday Shopping Periods
# Anticipated Average Holiday Spend
# Holiday Gift Ideas and Purchase Methods
# And More...
ThinkNow Pulse™ Hispanic Consumer Sentiment Study 2017ThinkNow
ThinkNow Research conducted its fourth annual Consumer Sentiment Study across a representative sample of Hispanics, African-Americans, Asians, and non-Hispanic whites. Below are insights gleaned from this year's ThinkNow Pulse™ study:
* Recent Trend in Household Finances
* Recent Trend in Household Finances by Hispanic Acculturation Level
* Changes in Employment in 2016
* Outlook for Household Finances
* Perception of America's Economy
* Outlook for US Economy
* Planned Purchases for Next 12 Months
* Economic Issues of Greatest Concern
* Outlook in 2017 Following Presidential Election
ThinkNow Media™ Explores Streaming and Live TV Habits of Total Market ConsumersThinkNow
Consumer demand for streaming services has opened the door for new players. Snapchat has signed development deals in the past year with Walt Disney’s ESPN, Discovery, the NFL, A+E Networks, Time Warner’s Turner Broadcasting, and Vice Media. Twitter recently signed on to stream several sports leagues, which is on par with its strategy to carve out their share of the live streaming category. Facebook will stream 20 MLB games for free this season. And YouTube TV is now streaming live TV for cord-cutters around the globe. But it’s not just social networks looking to capitalize on the popularity of streaming. Comcast now allows its X1 customers to stream Netflix seamlessly from their service.
As you can see, things in media are, for lack of better words, complicated. Unpacking who watches what and where is becoming increasingly difficult. So, ThinkNow Research wanted to get back to basics and just ask people how they consume media. In our recent study, ThinkNow Media™, we look at a nationally representative sample of U.S. Hispanics, African-Americans, Asians and non-Hispanic whites to see if there were any major differences in usage across the major media modes.
The findings of the study are depicted in our 2017 report, now available for download at no cost to you.
Gen Z: 2022 Trends, Analysis and Consumer InsightsZeno Group
Gen Z is poised to be the next generation of influential shoppers. They are expected to have significant spending power by 2026, so brands must cultivate brand loyalty and start building relationships early.
There are over 1.2 billion Gen Zers globally. It’s estimated that they represent about $143 billion in annual purchasing power. This does not even include the products and services paid for by their parents and family. According to Oxford Economics, Gen Z’s purchasing power will reach $2 trillion in less than ten years.
Gen Z’s importance for marketing and PR will only increase; in the US, Gen Z will make up 30% of the US workforce by 2030 and is estimated to increase their per capita annual expenditure by 70% between 2020 and 2025.
Marketing and PR teams must start paying attention to Gen Z's purchasing habits and trends. This generation is already making waves culturally, and their shopping habits will significantly impact the future of retail, commerce, and B2B decision-making. Previous generations like Baby Boomers, Gen X, and Millennials have always influenced innovation and the economy, as well as how brands create products, communicate with customers, and set prices.
Gen Z is already doing this, and the impact they are making is record-setting. Brands must start understanding how they shop, where they shop, and what they are talking about on their digital channels.
Gen Z represents a lucrative opportunity for brands that can connect with them and influence their shopping habits. This generation is known for being savvy and resourceful in using social and digital apps. They are also highly independent and value transparency.
APA's latest national poll surveyed Millennials and Baby Boomers on community preferences and dispels popular assumptions on how to improve local economies and attract new residents.
En partenariat avec le Policy Institute du Kings College de Londres, Ipsos a voulu identifier quelles inégalités étaient jugées les plus insupportables à l’échelle mondiale. Réalisée dans vingt-huit pays du 23 Décembre 2020 au 8 Janvier 2021, l’enquête montre que pour 60% des citoyens du monde, les écarts de richesse représente la forme la plus grave d'inégalité dans leur pays.
Insights from the 2019 ThinkNow™ Pulse survey are timely as we embark upon another year of projected growth for the U.S. economy. The study contents include the following:
Recent Trends in Household Income
Changes in Employment
Outlook for Household Finances
Outlook for US Economy
And More...
Whether it was the women’s march, Black Girl Magic, #MeToo, #TimesUp, women want to be validated; it’s no surprise why AT&T coined 2018 the Year of the Woman. And when it comes to media consumption, women are self-selecting into programs and media brands for reasons deeper than pure entertainment. This research measures the context effects of viewers’ personal values on media preferences and ad receptivity. Leflein will be presenting highlights from a case study conducted for WE tv on Women’s Empowerment and how brands and publishers can best engage with women. Our study uncovers how content that celebrates the power of women can impact women’s viewing choices. Multicultural women, in particular, are at the forefront of this growing cultural movement. We also identify a variety of categories in which all women feel underserved. Attendees will come away understanding:
1) What is currently driving women’s viewing choices
2) One key value that programmers and advertisers need to address.
ThinkNow Cosmetics and Beauty Report 2020 ThinkNow
In this report we surveyed a representative sample of cosmetic/beauty buyers to gauge sentiment in the category and how COVID-19 has impacted purchase behavior.
The Narrative Project - Overview Deck July 2014James North
The overview of the Gates Foundation's Narrative Project, to work with UK NGOs to change the way they discuss development without changing any of the ways it's implemented.
ThinkNow recently conducted a nationally representative quantitative survey revealing insights into what Americans buy and spend for the holidays. From shopping habits to spending patterns, let's delve into the top five trends shaping the 2023 holiday shopping season.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
Black Consumer Project Wave 4 - Media + EntertainmentThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The fourth wave of the Black Consumer Project explores explores media consumption, behaviors and the power of creators.
Black Consumer Project Wave 3 - Health + WellnessThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The third wave of the Black Consumer Project explores the intersections of health, wellness and lifestyle from a mindset and behavioral lens.
Black Consumer Project Wave 2 - Finance + BankingThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The second wave of the Black Consumer Project explores banking behaviors, financial perceptions and aspirations for the future.
Black Consumer Project Wave 1 - Identity + ValuesThinkNow
Black Consumer Project is an in-depth multi-wave study of the economic and cultural contributions of Black Americans. This community has more buying power than ever, and our goal is to uncover the unique perspectives, behaviors, and preferences of Black and African American consumers.
The first wave of the Black Consumer Project explores core values, personal goals, layers of identity and definitions of success
The earth isn’t having a good 21st century. In terms of environmental health, the planet is deteriorating across all metrics, and most governments worldwide have failed to address this issue adequately. Politicians may be more willing to push for substantive policies on issues like climate change if they feel their constituents would support them, but they need the data. So, to commemorate Earth Day and Arbor Day, ThinkNow conducted a nationally representative quantitative consumer research study to identify sustainability policies that Americans support and to highlight their views on environmental concerns.
How America Celebrates Holidays & Traditions: Black AmericansThinkNow
Celebrations are positive ways for communities to connect and families to bond. How we celebrate differs by ethnicity, values, traditions, and even geography. In honor of Black History Month, ThinkNow conducted a national study of U.S. adults to understand Black Americans’ attitudes and behaviors toward holiday celebrations and traditions and how they compare to other demographic groups. This report is one in a series of reports examining how Americans celebrate popular holidays throughout the calendar year.
ThinkNow teamed up with Venci Group to create The Digital Media Buyer's Guide to Zero-Party Data – a complete guide for advertisers who want to get the most out of their campaigns using zero-party data. Inside our guidebook, you will:
# Understand why zero-party data is different
# Get a refresher on the different types of data
# Learn why ZPD has become so effective when targeting multicultural audiences
America is at a critical crossroads regarding guns. With growing gun violence being normalized in American culture, we felt as researchers and communicators that we needed to understand the hard facts.
How do gun owners feel about gun control? How about Republican voters? Are there gun control measures that Republicans, Democrats, and Independents would all support?
In a collaborative research project, Team Friday and ThinkNow asked 1,200 Americans their opinions and attitudes toward gun laws.
In a time when U.S. viewership of international sporting events like the Olympics is declining, more attention will be placed on the expanding World Cup audience. Americans will be tuning in, or more precisely, logging on. Brands that care about staying relevant need to be there with them.
ThinkNow conducted a nationwide online survey of U.S. adults to understand how people will be engaging with the 2022 World Cup.
Multicultural consumers are often motivated by a desire to represent their culture in how they identify their race and ethnicity. In 2020, ThinkNow conducted a nationwide online survey among Hispanics, African Americans, and Asian Americans ages 18 to 64 to understand how they prefer to identify themselves among peers and in marketing and media. This year, we conducted a follow-up study in which we found that the needle hadn’t moved much, with a few exceptions.
ThinkNow partnered with Klick Health to address the insight gaps in healthcare marketing geared toward Hispanic communities. To honor the nuances of Hispanic health within the community versus continuing to center the non-Hispanic experience as the baseline for analysis, we looked at the intricacies of Hispanic health attitudes and behaviors through Hispanic identity, age and acculturation, and gender and sexuality.
ThinkNow Web 3.0 Cryptocurrency Report 2022ThinkNow
Mobile apps like Apple Pay have made online and offline purchases more convenient for consumers, liberating them from having to pull out their wallets, credit cards, and wads of dollar bills and loose change. But the innovations of Web 2.0 are in the rearview, as consumers explore Web 3.0 where digital currency is just a fraction of what the virtual experience has to offer.
For enthusiasts, Web 3.0, or Web3, is a way of democratizing the internet, shifting power away from the behemoths dominating search, sales, and social and giving it back to consumers. The blockchain has made bitcoin, non-fungible tokens (NFTs), and other forms of cryptocurrency ubiquitous among devotees, and the metaverse has become a virtual utopia for consumers and brands.
In our second look at cryptocurrency, ThinkNow conducted a nationwide online survey of adults ages 18 to 64 to understand their familiarity, usage, and interest in cryptocurrency and other Web3 technologies.
Two years ago, the global shutdown sent the economy reeling, and many Americans, especially lower-income households, experienced a seismic shift in their financial security. Consumers reported worsening personal finances and a feeling that the economy was weakening. Their outlook for 2021 was equally as dim, with fewer Americans feeling optimistic about improvements in personal finances for the coming year. Uncertainty about the pandemic, unemployment, and higher prices threatened to thwart the comeback story of the American consumer. But with the mass distribution of COVID-19 vaccines, better protocols and treatments, and the distribution of trillions of dollars in federal stimulus, consumer sentiment has returned to pre-pandemic levels. In our seventh annual ThinkNow Pulse™ Report, Americans say their income has improved in the past year, and their outlook on personal finances and the U.S. economy is just as strong as it was in 2019 or stronger. Download the report here.
ThinkNow Smart Fitness: The Rise of Connected Fitness and CommunityThinkNow
The pandemic has accelerated the shift from traditional in-person gym memberships to broader acceptance of at-home connected fitness equipment. But a recent ThinkNow study shows that the gym isn’t dead, and connected fitness has a long way to go.
For our 2021 ThinkNow Smart Fitness Report, ThinkNow conducted a nationwide online survey of American adults ages 18 to 64 to understand consumer usage of internet-connected fitness equipment and perceptions of connected fitness brands.
Room To Grow
Twenty-five percent of respondents report owning connected fitness equipment. Ownership is highest among Non-Hispanic Whites and African Americans. Within the Total Market, ownership is highest among Millennials and increases drastically with income, and men are twice as likely as women to own smart exercise equipment.
It’s important to reiterate that only one out of four respondents report owning connected fitness equipment, and 20% of those who do not currently own it are at least somewhat interested in purchasing it. This data suggests a tremendous opportunity for brands innovating in or entering the connected fitness space.
Most Popular Connected Fitness Equipment
However, differences emerge when we take a closer look at the types of connected fitness equipment consumers own. Exercise bikes and treadmills, artifacts of the 1970s and 80s fitness movement, have maintained their appeal over the years, getting “smarter” with each passing year. Traditional resistance weight machines, reminiscent of the bodybuilding craze, appear to be losing some ground to, more minimalistic forms of strength training, like resistance bands.
Of the most popular brands of connected fitness equipment available, Peloton, Mirror, and NordicTrack are favored by respondents, while CLMBR, Tonal, and SoulCycle, rank in the bottom few. However, competition within this space is heated, with only a slim margin separating one brand from the next, especially as lines start to blur on product offerings.
Mirror, for example, offers a variety of workouts, from cardio and strength training to Pilates and Tai Chi. Accessories include fitness bands and yoga blocks but no weights. They likely pride themselves on their minimal impact on home life. Tempo and Tonal, however, both positioning themselves as “smart gyms,” offers accessories like weights and smart handles to maximize workouts. NordicTrack has a suite of products, including exercise bikes and an interactive “mirror” similar to Tempo, with a vault of weights and accessories inside. And while Peloton is probably more known for its bikes, the company also offers boot camp style workouts, yoga, barre, among others, with no equipment required.
The most significant threat to the success and continued adoption of connected fitness equipment is forward-thinking gyms innovating to stay competitive.
Entrepreneurship Report 2021: Black Business Ownership In America
Pioneers of scrappy start-ups have fueled the American dream for generations, transforming how we live, work, and play. From the Ford Model T to Apple’s PC, Amazon, Facebook, and everything in between, the founders of today’s most iconic brands have turned their passions into enterprises that have spurred economic growth and provided jobs for millions.
Yet, for the past 40 years, new business formation in the U.S. has been declining. Various factors are at play here, among them lack of funding, entrepreneurial experience, and uncertainty, according to the ThinkNow Entrepreneurship Report released 2018.
State of Entrepreneurship
In that study, nearly half of adults expressed interest in owning a business, with that desire being highest among African Americans and Hispanics. White consumers were most likely to be business owners already. Interest was highest among younger Americans and less popular with older, particularly Boomers, whose generation, ironically, produced some of our most beloved brands.
Across ethnicities, aspiring business owners leaned toward opening businesses in the restaurant, food and beverage, and retail sectors, as well as professional services. They were motivated by a strong desire for personal growth, greater independence, and better work/life balance. But barriers to entry and low awareness of small business support services like the Small Business Administration (SBA) and Women’s Business Centers (WBC) have hurt new business formation and the growth of existing businesses.
Fast forward to 2021. The world is still grappling with the COVID-19 pandemic, struggling to recover from one of the darkest economic periods on record. In 2020, shelter-in-place orders enacted to curb the spread of coronavirus had a devastating effect on businesses, especially micro-businesses run by multicultural consumers. A study by H&R Block found that 53% of Black business owners saw their revenue drop by half, compared to 37% of White owners, since the pandemic started. Latinos, like most minorities, were already at risk at the onset of the pandemic as the majority are most likely start-ups with higher credit risks, impacting their ability to get funding when needed, especially during the surge. And since Blacks and Hispanics are most likely to be unbanked or underbanked, applying for Paycheck Protection Program (PPP) funds through banks last year was challenging. Asian American businesses, heavily concentrated in restaurants, stores, nail salons, and other service industries, were hit particularly hard. Many were forced to close because they serve customers in-store. That, coupled with the rise in hate crimes against the AAPI community, compounded the devastation.
It’s Pride Month! Every year, in June, LGBTQIA+ communities worldwide celebrate the freedom to be authentically and unapologetically who they are. City streets erupt in festive expressions of Pride as enthusiastic, and often costumed patrons attend parades, concerts, and festivals decorated with brightly colored rainbow flags, streamers, and confetti. But the celebration doesn’t just bring people together for a good party. Instead, it shines a light on an underrepresented community, like other minority groups, who have struggled to be seen, heard, and included for generations.
Over the past few months, America has been taken to task for its treatment of minority groups. Be it the inexcusable deaths of unarmed black men at the hands of white police officers, unfair and restrictive voting practices that target minority voters, or stereotypical representations of underrepresented groups in advertising. The latter is where we’ll focus. Companies en masse stepped up in 2020 decrying racism in America. But have those public declarations resulted in systemic changes in their diversity and inclusion practices, and how are consumers responding to those changes?
To answer that question, ThinkNow conducted a nationally representative survey of Americans to understand the impact of companies that demonstrate a commitment to diversity and inclusion. The insights are presented in the 2021 ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent report, now available for download.
Companies en masse stepped up in 2020 decrying racism in America. But have those public declarations resulted in systemic changes in their diversity and inclusion practices, and how are consumers responding to those changes? To answer that question, ThinkNow conducted a nationally representative survey of Americans to understand the impact of companies that demonstrate a commitment to diversity and inclusion and how consumers voice their approval or disapproval of those companies with their wallets. We’ve captured a few highlights from the report in an infographic.
March 2021 marks the one-year anniversary of the official declaration of COVID-19 as a pandemic by the World Health Organization. The first case of coronavirus was reported in the U.S. in January 2020. Two months later, the infection rate was accelerating, prompting former President Trump to declare novel coronavirus a national emergency, unlocking billions of dollars in federal funding to mitigate the spread. What ensued was unprecedented.
Worldwide quarantines shuttered businesses, churches, and schools, bringing life as we knew it to a screeching halt. Sports arenas were silent. Streets were vacant, and grocery store shelves bare. But hospitals and healthcare workers were stretched to the brink treating patients succumbing to the effects of the virus while fearing for their own family’s safety and well-being. In the U.S., to date, 30 million people have been infected with COVID-19, and over five hundred thousand have died.
The turning point came in December 2020 when the Pfizer, BioNTech and Moderna vaccines were approved by the CDC for emergency use and started distribution. The Johnson & Johnson vaccine recently came online, also approved for emergency use n the U.S.
While the COVID-19 vaccines brought hope to many, the speed at which they were developed caused skepticism of the vaccines’ efficacy and safety, especially in minority communities, although the coronavirus has disproportionately impacted them.
To better understand Americans’ sentiment toward vaccines, ThinkNow conducted a nationwide online survey of adults ages 18-64. The study gauges public perception about vaccines, particularly the COVID-19 vaccine. It also measures Americans’ willingness to get the vaccine when made available to them. The findings are eye-opening:
Most adults believe that vaccines, in general, are at least “somewhat safe.” This sentiment increases with age. Among minorities, however, there is a clear divide. African Americans are least likely to say vaccines as safe, while Asian Americans are most likely to consider them safe.
African Americans’ apprehension is not unfounded. The Tuskegee study on Black men was conducted from 1932 to 1972 by the U.S. Public Health Service and the Centers for Disease Control and resulted in many deaths or severe health issues. Henrietta Lacks’s cancer cells were used for medical research without her or her family’s knowledge. There is an obvious distrust of the government within this community based on experience, which has hindered vaccination efforts.
Vaccination Important To Most Americans
Most adults (73%) believe it’s “very” or “somewhat” important that people get the COVID-19 vaccine. Similarly, 7 out of 10 Americans surveyed have either received the vaccine or are likely to get it.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. I N D E X
CONTENTS
ThinkNow conducted a nationwide online survey
of American adults 18 to 64 years of age to
understand the impact of companies who show a
commitment to supporting diversity and
inclusion.
Survey Method
Field Timing
› Online via ThinkNow Research’s
Omnibus Study
› April 2021 – March 2022
Methodology
Regional Coverage
› National
Screening Criteria
› 18 to 64 years of age
Base Size
› 1,550 per wave
2
4. What does diversity and inclusion mean to you?
Base: Total Market
Diversity and inclusion means ‘racial equality’ for the majority of US consumers. In 2022, generational
and differently-abled equality became less representative of diversity and inclusion as compared to
2021.
70% among
LGBTQIA
respondents
4
Arrows indicate significant difference of 2021 to 2022 at 95% confidence level.
67%
55%
47% 46%
42%
11%
66%
55%
41% 41% 43%
11%
Racial equality Gender equality Generational equality Differently abled equality LGBTQIA equality Other
2021 2022
(n=1,550 per wave)
5. What does diversity and inclusion mean to you?
Base: Total Market
Age Groups Gender Ethnicity
Gen Z
18 - 22
Millennials
23 - 38
Gen X
39 - 54
Boomers
55 - 64
Male Female Hispanics
African
American
Asians N.H. Whites
(A) (B) (C) (D) (E) (F) (G) (H) (J) (K)
Racial equality 68% 69% 63% 66% 65% 67% 61% 72%G 76%GK 67%
Gender equality 67%C 58%C 48% 54%↑ 52% 58% 45%↓ 49% 62%GH 58%GH
Generational equality 46% 43% 36%↓ 44% 41% 42% 36%↓ 38%↓ 43% 43%
Differently-abled equality 48%C 46%C 32%↓ 41% 37%↓ 44%↓ 31%↓ 36% 44%G 45%GH
LGBTQIA equality 38%↓ 46% 39% 45% 41% 44% 38% 36% 42% 46%GH
Other 10% 9% 13% 14% 11% 11% 9% 12% 8% 11%
Base Size (n=143) (n=581) (n=516) (n=310) (n=766) (n=766) (n=500) (n=250) (n=250) (n=500)
Younger generations are more likely to see ‘gender equality’ as an example of diversity and inclusion. In
2022, Boomers felt more strongly towards gender equality than in 2021.
5
Letters indicate significant difference at 95% confidence level.
Arrows indicate significant difference of 2021 to 2022 at 95% confidence level.
6. Much More/More Likely to
Support - Net
(A)
(n=500)
(B)
(n=250)
(C)
(n=250)
(D)
(n=500)
When a company makes a public commitment to diversity and equality initiatives, does that make you:
Base: Total Market
------------------------- Race/Ethnicity -------------------------
49% 57%D 55%D 52% 45%
African-American and Hispanic respondents are the most likely to support a company that makes a public
commitment to diversity and inclusion initiatives, which differs significantly from N.H. Whites. There is no
significant difference between 2021 and 2022 results.
Base Size
(n=1,550)
6
Letters indicate significant difference at 95% confidence level.
Arrows indicate significant difference of 2021 to 2022 at 95% confidence level.
10% 7%
13% 8% 11%
7%
7%C
8%
4%
7%
34%
29%
25%
37%A
38%
AB
28%
29%
32%
32%
26%
21%
28%CD
23% 20% 19%
Total Market Hispanics African-
Americans
Asians N.H. Whites
Much more likely to support
More likely to support
Doesn't affect my habits
Less likely to support the
company
Much less likely to support the
company
7. 9% 11% 11% 8%
13%
7%
5% 7% 6%
6%
8%
5%
24%
31% 36% 43%
EF
33%
36%
39%
27%
28% 25% 27%
29%
22% 24%
19% 19% 20% 23%
Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
Male Female
Much more likely to support
More likely to support
Doesn't affect my habits
Less likely to support the
company
Much less likely to support the
company
Much More/More Likely to
Support - Net
(E) (F) (G) (H) (J) (K)
Base Size: (n=143) (n=581) (n=516) (n=310) (n=766) (n=766)
---------- Gender ----------
------------------------ Age Groups ------------------------
When a company makes a public commitment to diversity and equality initiatives, does that make you:
Base: Total Market
C
D
61%GH 51% ↓ 47% 44% 47% 54%
Gen Z is more likely than their older cohorts to show support towards companies that publicly commit to diversity and
equality. In 2022, Millennials were less likely to show support overall as compared to 2021. There is no significant difference
between men and women.
7
Letters indicate significant difference at 95% confidence level.
Arrows indicate significant difference of 2021 to 2022 at 95% confidence level.
8. You mentioned that you are more likely to support a company that makes a public commitment to
diversity and equality initiatives. Does that mean you:
Base: More likely to support company
49%
44% 44%
31%
44%
47% 45%
27%
Share your support on social media Spend more money at a store Go out of your way to go to a store
you've never frequented
Stop frequenting a store that does not
publicly support diversity and inclusion
2021 2022
(n=1,550 per wave)
Respondents who more likely to support businesses that publicly commit to diversity and equality initiatives
would show that support in a variety of ways – including sharing their support in social media, spending more
at those stores, and going out of their way to frequent those stores.
8
9. You mentioned that you are more likely to support a company that makes a public commitment to
diversity and equality initiatives. Does that mean you:
Base: More likely to support company
Age Groups Gender Ethnicity
Gen Z
18 - 22
Millennials
23 - 38
Gen X
39 – 54
Boomers
55 - 64
Male Female Hispanics
African
American
Asians
N.H.
Whites
(A) (B) (C) (D) (E) (F) (G) (H) (J) (K)
Share your support on social media 45% 46%↓ 37% 52%C↑ 38%↑ 50%E 32%↓ 37% 36% 53%GHJ
Spend more money at a store 43% 50% 47% 44% 54%F 40% 42% 46% 47% 49%
Go out of your way to go to a store you've
never frequented
45% 49%↓ 42% 43% 44% 47% 55%HJ↑ 40% 48% 41%
Stop frequenting a store that does not publicly
support diversity and inclusion
28% 29% 22% 29% 26% 27% 28% 27% 27% 26%
Base: More likely to support (n=88) (n=296) (n=240) (n=137) (n=354) (n=399) (n=284) (n=136) (n=130) (n=225)
N.H. Whites are more likely to say that they’d share their support on social media. Compared to a year ago,
fewer Hispanics would share on social media, but more would go out of their way to support a store.
Females are more likely than males to share on social media whereas males are more likely to spend more
money at a store; although more males – and more Boomers – this year compared to last year say they’d
support these companies in social media.
9
Letters indicate significant difference at 95% confidence level.
Arrows indicate significant difference of 2021 to 2022 at 95% confidence level.
10. 15% 14%
6%
25%
15%
37% 37%
32%
53%
B
36%
28% 31%
23%
17%
29%
16% 9%
27%
3%
17%
5% 8% 11%D
3% 3%
Total Market Hispanics African-
Americans
Asians N.H. Whites
75%-100% more
50%-74% more
25%-49% more
10%-24% more
0%-9% more
(A) (B) (C) (D)
Base Size: (n=358) (n=119) (n=62) (n=61) (n=109)
----------------------------------------- Ethnicity --------------------------------------
You mentioned you would spend more money at a store that publicly supports
diversity and inclusion. Roughly how much more would you spend?
Base: Would spend more money at store
50% or more
D
21% 17% 38%ACD↑ 6%↓ 20%
The number of African-Americans who were willing to spend more money at a store that publicly supports diversity and
inclusion increased significantly from 2021 to 2022. In 2022, this segment is more likely than other segments to be willing
to spend at least 50% more at these stores.
Letters indicate significant difference at 95% confidence level.
Arrows indicate significant difference of 2021 to 2022 at 95% confidence level. 10
11. T I T L E H E R E
14% 17% 12%
19% 15% 16%
14%
39%E
38%
41%
36% 36%
32%
27%
30%
21%
26%
31%
39%F
10% 16% 16% 18% 13%
7% 5% 4% 5% 5%
Gen Z
18-22
Millennials
23-38
Gen X
39-54
Boomers
55-64
Male Female
75%-100% more
50%-74% more
25%-49% more
10%-24% more
0%-9% more
C
------------------------- Age Groups ------------------------- ---------- Gender ----------
(E) (F) (G) (H) (J) (K)
Base Size: (n=37)* (n=148) (n=112) (n=61) (n=192) (n=159)
You mentioned you would spend more money at a store that publicly supports diversity and inclusion.
Roughly how much more would you spend?
Base: Would spend more money at store
*Caution: Small base size.
50% or more
39%↑ 17%↓ 21% 20% 23% 18%
F
Compared to 2021, significantly fewer Millennials in 2022 state that they are willing to spend at least 50% more at
stores that show a commitment to diversity and inclusion. In contrast, Gen Z became more likely to do so.
11
Letters indicate significant difference at 95% confidence level.
Arrows indicate significant difference of 2021 to 2022 at 95% confidence level.
13. Total
Market
Hispanics
African
American
Asians
N.H.
Whites
(A) (B) (C) (D)
Gender
Male 49% 51% 48% 47% 49%
Female 50% 48% 52% 52% 49%
Other (Net) 1% 1% 1% 1% 1%
Age
18 to 22 9% 12%D 12%D 10% 7%
23 to 38 38% 46%D 38% 41% 35%
39 to 54 33% 30% 32% 33% 34%
55 to 64 20% 12% 18% 16% 24%AC
Median age 40 36 39 38 43
Ethnicity
White (Non-Hispanic) 63% 8%BC 1% 1% 100%ABC
Black, African-American 12% 2% 100%AC 1% -
Hispanic/Latino 19% 100%BCD 3%C - 1%
Asian 6% 2% - 100%A -
Region
Northeast 18% 14% 17% 21%A 19%
Midwest 21% 9% 17%A 12% 26%ABC
South 37% 37%C 58%ACD 23% 35%C
West 24% 40%BD 9% 44%BD 20%B
Base Size (n=1,550) (n=500) (n=250) (n=250) (n=500)
Total Market Hispanics
African
American
Asians N.H. Whites
(A) (B) (C) (D)
Marital Status
Single (Net) 33% 35%D 48%AD 38%D 27%
Married or living with partner 53% 56%B 34% 52%B 57%B
Separated/divorced/widowed 14% 9% 15%AC 9% 16%
Prefer not to answer (Net) 1% 0% 3%ACD 1% 0%
Education
High School Grad or Less (Net) 30% 44%BCD 30%C 15% 27%C
Some College (Net) 37% 31%C 46%ACD 23% 37%C
College Grad or More (Net) 33% 25% 23% 61%ABD 36%AB
Employment Status
Employed (Net) 66% 69%BC 58% 60% 68%B
Household Income
Median $58K $46K $38K $78K $65K
People in Household
Mean 2.96 3.53BCD 2.65 2.97B 2.89
Born outside the US 15% 40%BD 8%D 55%ABD 4%
(n=1,550) (n=500) (n=250) (n=250) (n=500)
13
14. Hispanics
Language at Home
Spanish Dominant (Net) 35%
Spanish and English equally 35%
English Dominant (Net) 30%
Country of Origin
Mexico 52%
South America 11%
Puerto Rico 14%
Centro America 12%
Cuba 7%
Dominican Republic 5%
Other 1%
Acculturation Level
Less Acculturated 28%
Bicultural 43%
More Acculturated 29%
Base (500)
14