 |
|
|
|||||
Its hard to imagine any industry not having to contend with the deepening sociopolitical division in Americabrand marketing included. McCann Worldgroups intelligence unit Truth Central creates studies on what their clients are grappling with including data privacy, wellness, and Gen Z. And the past few years have paved a clear path toward their latest study: The Truth About America, which the team exclusively unveiled this weekend at the Fast Company Grill at SXSW. We saw that not just our clients in America but our clients everywhere were asking more and more questions about America. What is going on in this moment? How do we navigate this market? says Laura Simpson, chief intelligence officer of McCann Worldgroup and president of McCann Truth Central. I think other markets always look to America for a lead on some of those issues. So when it feels like things are changing, I think everywhere clients want to understand why it’s changing and how it’s changing and how they should be responding. [Image: McCann] And whats evolving is the idea of the American Dream. Concerns of inflation, the war of DEI, automation, and more have made 72% of Americans believe theres never been a more complicated time to be an American, according to the study. And that sentiment has contributed to what the study calls the Dream Gap, the growing divide between what Americans want out of life versus the actual accessibility to those aspirations. While 52% of Americans believe the American Dream still exists today, 70% say its harder to get ahead no matter how hard they work. Deeper still, 77% of Americans believe the country still provides good opportunities, but theyre becoming more concentrated among fewer people. [Image: McCann] Despite the division, McCanns study asserts there are forces that are holding the country together, namely creativity, which 88% of respondents said has the power to unite people. “We know creativity is a strong force capable of bridging divides and helping to shape the future of our country,” says Elly Dembo, global head of data and intelligence at McCann. “And we believe that brands have the power to reignite a culture of creativity in America again.” Brands have, to some extent, always existed to show people what could be: Here is a vision, a world, a dream, something that you could aspire to, Simpson adds. That tension between dreaming and reality and frustrations has been really pronounced in America over the last few years. And we want to be in a position to help guide our clients: How much should you be dialing up dream and aspiration versus being more of a mirror to the reality of what people are experiencing in their daily lives? You can find the full results of The Truth About American study here.
Category:
E-Commerce
Featuring Tarana Burke, Author, Activist, Founder of the “Me Too” Movement. Moderated by Yasmin Gagne, Staff Editor. Just eight years ago, the Me Too movement inspired a viral hashtag, sparked a global conversation, and championed the voices of survivors. But it didnt take long for opposing forces to mobilize. In the past few years, we’ve seen the overturning of Roe v. Wade, the platforming of influencers who proudly self-identify as incels, and sitting politicians perpetuating sexual abuse. Join Tarana Burke, founder of the Me Too movement and chief visionary officer of Me Too International, for a one-on-one conversation exploring what it means to plan for the movements future while existing in a climate thats hostile to its mission.
Category:
E-Commerce
Featuring Paul Feig, Founder, FeigCo; and Director and Producer, Another Simple Favor. Moderated by Kc Ifeanyi, Executive Director of Editorial Programming, Fast Company. Producer and director Paul Feig is looking to strike gold twice with the follow-up to his 2018 hit film A Simple Favor starring Blake Lively, Anna Kendrick, and Henry Golding. Beyond the plot twists and intrigue, Feig’s sequel further exemplifies his commitment to telling women-led stories including Jackpot!, Ghostbusters, Spy, The Heat, and Bridesmaids.
Category:
E-Commerce
All news |
||||||||||||||||||
|
||||||||||||||||||