Ever struggled to understand what consumers really do and think around different national events or religious holidays? Boy, have we got the data set for you. GWI Moments has landed. A little teaser – when do you think consumers really want branded content? Top of the list by some distance is Pride Month (where 79% of celebrants want to see it), but Valentine’s Day (48%) might not spread the love you hoped it would.
Scroll down to read about designer water bottles, a potential “new CBD”, and chess vs. MMA.
Stats to power your week
🥇 The allure of the Olympics is undeniable. 29% of US viewers who don't typically tune into NBC or Peacock will make an exception for the Olympics. GWI Core, GWI Custom
♟️ While it might not be on the Olympics program for now, one sport getting a lot of eyeballs post-pandemic is chess, which you might be surprised to know has more followers (15%) than MMA does (14%). GWI Sports
🩺 There’s been a lot of talk about the uptick of ADHD diagnoses as of late, and the downstream effects they can have. Our research shows the number of Americans who currently experience it, or have experienced it in the past, has more than doubled since 2020, with particularly high spikes for 25-34s and full-time parents. GWI USA
💭 As more AI companions hit the market, here’s a useful stat to keep in mind – while 85% of consumers believe AI can outperform humans in at least one task, only 9% think it can effectively listen and empathize. GWI Zeitgeist
What’s on our radar
Confectionary firm Hershey’s and furniture retailer Wayfair are joining the chorus of companies warning about consumers pulling back on spending.
There’s a lot going on in alternative treatments. Ketamine is being trialed as a depression treatment in Scotland, a study has suggested promising signs for a substance we might call “the new CBD” in its first clinical trial, and Google co-founder Sergey Brin is funding a startup studying the potential effects of a treatment derived from an African shrub.
Canva has made a statement of intent in generative AI by acquiring Leonaro.ai, while a study has suggested using the words “artificial intelligence” in product descriptions can reduce emotional trust.
AI-generated music has brought polarized reactions among artists, to say the least. But some are getting behind the tech: Daniel Bedingfield (remember him?) has publicly championed it, a meaningful move from a man who famously topped the charts from his bedroom.
Back to school season: a sales surge for retailers, a sad sign summer is ending for kids. Some interesting developments are on the cards: Primark is freezing prices on back-to-school items, while a circular kids’ clothing startup created by an ex-Nike executive might cut the need to buy new gear every year. And parents, don’t forget the most important thing your child will need in September – the latest designer water bottle.
FAST streaming (free ad-supported streaming television) is coming to Spotify. The audio and media streaming service has a new distribution deal with Cineverse.
Late night cheesy gordita crunch anyone? Two years in the making, Taco Bell is moving forward with releasing AI voice recognition in US locations.
Chart of the week
Imagine you’re the commissioner of one of the world’s biggest sports leagues, with a brief of getting more women interested in your competition. Then, out of nowhere, one of the world’s biggest pop stars begins dating one of your most well-known players – bringing in a host of new fans without you doing anything.
This is, of course, the position the NFL has found itself in, riding the wave of the Taylor Swift-Travis Kelce power couple. But our latest research suggests that not all those new gridiron aficionados will hang around in the offseason. While it's common to see a dip in overall NFL viewership during the off-season, the drop among female fans in the last quarter has been notably sharp — a 15% decrease.
Maybe some kind of comedown was inevitable, but perhaps with the right tactics during the league’s hiatus, these new fans could be retained.
Local lowdown
Vietnam's engineered success
Vietnam is known for many things: natural wonders, perfected pho, and floating markets. But there's another lesser-known fact about this Southeast Asian gem: it leads the world in producing engineers.
Vietnam has a history of ingenuity and craftsmanship, from ancient water management systems in the Mekong Delta, to the more modern Hòa Bình Dam that created electricity for millions. One reason for its prowess is its strong emphasis on STEM education – the government has invested heavily in educational reforms and vocational training, fostering a new generation of skilled engineers.
The country’s engineering pedigree seems to have rubbed off in the consumer world as well. Vietnamese consumers lead the world in online discussions about cars, computers, and smartphones, as well as planning to upgrade their phones in the next 6 months. So while education initiatives have laid the foundations for Vietnam’s engineering success; they’ve also developed a blueprint for communities to bond over tech.
