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A new report from iHeartMedia and Malcolm Gladwell’s Pushkin Industries highlights the increasingly widening gap between U.S. consumers and the marketers that communicate to them.
Here are the key findings:
- 44% of Americans feel ignored by media and advertisers, and 75% are willing to pay more for brands that reflect their values. This sentiment spans across demographics, geographies, and ethnicities.
- Consumers take weeks or months to make purchases of $100 or more, often consulting family and saving up. In contrast, marketers can make decisions for purchases over $1,000 in just hours, without seeking approval.
- 67% of consumers are uncomfortable with targeted ads, and 70% feel these ads are irrelevant. Instead, consumers are more influenced by their communities, friends, and family.
- Consumers enjoy playing the lottery, a habit marketers find cringeworthy. On the other hand, marketers embrace health and diet trends like cold plunges, which consumers often reject.
- Consumers emphasize religion and law and order twice as much as marketers, even though both groups prioritize family, health, and safety as key values.
- While marketers define luxury as designer labels and high-end accessories, consumers see luxury in practical indulgences, such as premium household items or high-quality food products.
Take a closer look at The New American 2.0 for more.
