Demographics

Podcasts attract diverse audiences, but room for improvement is seen: Racial breakdown of podcast listeners nearly mirrors that of the US as a whole.

TikTok use is being driven by younger adults: Almost half of the app's US users will be between 18 and 34 this year, a figure that decreases as the user segment gets younger and older. For instance, just 1.8% of TikTok's users will be 65 and older in 2022.

Brands and retailers increasingly focus on DEI initiatives: Target’s $25 million in paid media to diverse-owned/founded firms is the latest in a number of corporate commitments.

In a world of ubiquitous robocalls, brands need to differentiate themselves if they want consumers to pick up. One option could be logos. Some 69% of US adults ages 18 to 24 say they would answer a call if their phone displayed a recognizable brand logo. This figure decreases with age, and just 46% of US adults ages 55 to 62 say they'd pick up if they recognized a brand logo.

In the US, 56% of executives believe AI technology comes with either significant or somewhat significant potential risk. Another 19% view the risk as moderate, while 26% think the threat is minimal. No executive surveyed believes AI is entirely without risk.

Advertisers and platforms identify Hispanic media as a growth opportunity: TelevisaUnivision, NBCUniversal, and Canela are among the players looking to strengthen their relationships with this demographic group.

Across generations, retirement is the No. 1 investing goal in the US. That said, Gen Z is far more likely to focus on getting rich or learning to invest than older age groups. While 81% of baby boomer investors have their eye on retirement—no surprise as they approach that milestone—just 35% of Gen Z investors consider it their main priority.

On today's episode, we discuss whether Snapchat is consistently growing or coasting. "In Other News," we talk about what Snapchat's involvement in the metaverse might look like and why BeReal may be Gen Z's new favorite social media app. Tune in to the discussion with our Briefing director Jeremy Goldman.

EU looks to make online platforms safer with sweeping law: Digital Services Act will ban ads to kids and allow regulators to levy big fines against Big Tech violators.

A commitment to diversity, equity, and inclusion (DEI) is critical to Black shoppers—but there’s more to DEI than hiring and employee-engagement practices.

Meta earnings didn’t quite disappoint: After a particularly challenging prior quarter, Meta didn’t quite right the ship, but it did staunch the bleeding.

Consumer centricity is at the core of Kellogg Co.’s marketing. Watch Industry Voices: CMOs Look Ahead with Charisse Hughes, chief brand and advanced analytics officer, to learn how a holistic data approach powers the brand’s engagement, acquisition, and innovation strategies, as well as the importance of communicating a value exchange.

For CMOs in the US, the biggest potential challenge to growth this year will be talent and labor issues, cited by 42.6% of those executives. The next biggest headwinds they anticipate are supply chain issues (29.6%) and inflation (24.5%). Two years into the pandemic, just 5.8% expect new coronavirus measures to hinder growth.

Immersive technologies are reimagining what’s possible in the B2B space. Watch Industry Voices: CMOs Look Ahead with Milena Oliveira, senior vice president and CMO, to hear how 3M’s Transportation and Electronics Business Group (TEBG) leverages mixed reality alongside industry expertise to support an integrated customer experience.

TikTok’s hold on the social media industry is impossible to ignore: The video app and other visually oriented platforms thrive with key demographics.

Ad industry sees gaming as a growth opportunity amidst industry turmoil: Inaugural PlayFronts event focuses on how brands can gain new customers and revenue.

Apple is taking a stand against anti-LGBTQ+ policies: the tech giant is taking a stance popular with its employees—and an increasing number of consumers.

People trust their gut, but AI doesn’t have one: Executives are guarded about AI adoption for high-level use. There’s a path forward, but given the risks, C-suite caution is wise.

In the US, higher-income millennials are more likely to own cryptocurrency than their lower-earning peers. Some 61% of those making at least six figures per year own crypto, while just 25% of those earning less than $50,000 hold Bitcoin or the like. Gender plays a role as well—half of millennial men hold these digital currencies, while only one-fifth of women in that age group do so.

L’Oréal’s data-driven marketing enables personalization so consumers can explore their unique beauty. Hear from L’Oréal’s chief digital and marketing officer about how the company is effectively using multichannel marketing to enhance engagement, drive conversion, and create consumer loyalty.