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Your brand must connect with and engage diverse and complex consumers across segments. Because if you do not, you are missing out on key consumers that are imperative for brand growth now and in the future. To help guide you and enable stronger brand activations, here are two big-picture insights to kickstart your understanding: 1️⃣ Conventional wisdom is that the best ad steer clear of polarization altogether. This isn’t the case - in fact our research shows that 45% of the top ads actually polarize people both on emotions and on relevance of the ad to the consumer. Differing opinions on an ad’s content, its emotional resonance, or the people and issues it showcases don’t inherently diminish its effectiveness. 2️⃣ The best ads use polarization in two ways: First, through the Halo Effect, by embracing common experiences underlying the expression of different cultural specifics, for example of multigenerational families, or love of sport. And second through the Kindling Effect, by resolving challenging diverging emotional responses in favor of the brand and its role in enabling resolution of these tensions. Our latest blog shows how you can enhance ad performance by leaning into the deeper connection between brand values and the diverse consumers you need to grow and drive loyalty, seeing these consumers for who they are, not just what they want. #marketing #mrx #diversity #inclusion #diversityandinclusion #marketresearch #marketingandadvertising #consumerinsights

As someone passionate about digital marketing and staying ahead of trends, I wanted to share this great article highlighting why and how brands must urgently connect with the next generation of consumers, GEN Z! Understanding and engaging with Gen Z is not an easy task, and has become crucial to a brands success due to their increasing purchasing power. Brands can learn from Marc Jacobs impressive online strategy, which leveraged untraditional UGC by posting it directly on their TikTok feed, winning the internet over, and increasing brand awareness authentically and organically in the Gen Z community. "To an outsider or an older gen individual who doesn't understand or participate in this style of comedic expression or content consumption, this may feel off-brand or confusing. But with the younger generation craving authenticity in a world that constantly demands perfection, Marc Jacobs has recognized that its brand must include them rather than exclude them." And hey, this is a reminder to companies that overlooking a young marketers potential because of "lack of experience" can mean missing out on your greatest asset. I mean, who else gets Gen Z better than someone living it themselves?

Here’s my latest article as a member of the Rolling Stone Culture Council: 'Why brands should embrace Pop Culture', https://lnkd.in/ggRtbWju Rolling Stone Culture Council , Resonance #popculture #trends #marketing

The time for brands to be authentic and transparent is here, and it isn’t going anywhere. Our Head of Strategy, Jake Bayham, gave some ways in Advertising Week on how brands should lean into more authenticity to be successful with their audience. #brandauthenticity #transparency #marketingandadvertising

Gen Z is making waves and rewriting the rules of brand engagement! 🚀 Check out this insightful article on how this dynamic generation is reshaping the way we connect with brands.

"To adequately tap into the potential of positivity online, brands must be intentional about activating campaigns as partners of platforms rather than merely as customers. GIPHY helps build effective creative and distributes it within positive audience conversations by staying aware of the conversations happening across the digital landscape, and combines creative strategy, data-driven insights and robust tooling to ensure brand safety and ad effectiveness." Catch more of SVP of Revenue, Cam Smith's take on the importance of positivity and brand safety in Ad Age! ⬇️ https://lnkd.in/eh26Afdr

Authenticity and cultural relevance are key to resonating with your audience. Learn from the pros at Saks, Glossier, and Crocs about the power of listening and adapting to the evolving landscape. Let's make our brands not just cool but unforgettable 🚀 https://lnkd.in/eXyDjuSc

florence by mills is dominating on TikTok. 💪 The brand has an average engagement rate 242% higher than the rest of the beauty industry and have seen an increase in views by almost 800%. 📈 Learn more about how this exceptional team is achieving these industry-leading results and read more on our feature on Glossy: https://lnkd.in/ge_3s6MH #tiktokmarketing #socialmediamarketing

florence by mills is dominating on TikTok. 💪 The brand has an average engagement rate 242% higher than the rest of the beauty industry and have seen an increase in views by almost 800%. 📈 Learn more about how this exceptional team is achieving these industry-leading results and read more on our feature on Glossy: https://lnkd.in/ge_3s6MH #tiktokmarketing #socialmediamarketing

florence by mills is dominating on TikTok. 💪🏼 The brand has an average engagement rate 242% higher than the rest of the beauty industry and have seen an increase in views by almost 800%. 📈 Learn more about how this exceptional team is achieving these industry-leading results and read more on our feature on Glossy: https://lnkd.in/ge_3s6MH #tiktokmarketing #socialmediamarketing