As the franchise marks its 30th anniversary - and with more than 1,000 species in the Pokédex - Pokémon still hits those cute buttons. Generation 10’s starters include Pombon, a fiery Pomeranian-inspired pup, and we would die for him.
Scroll down to read about loyalty, the relationship between communism and Cartoon Network, and the Jaaaag.
Stats to power your week
🚘Eagle-eyed readers in London might have noticed Waymos carefully making their way around the city. If they can nail the tech, adoption might be the easy bit - 34% of Londoners would be very/extremely comfortable riding in an autonomous vehicle, compared to 30% in California. GWI Zeitgeist
💌The most popular loyalty programs offer some interesting insights into consumer psychology. 47% of consumers value cashback programs, and 48% value points-based rewards. Both are good examples of the endowment effect - we value things we (feel like) we own. GWI Zeitgeist
🌍With the field doubling, this year’s expanded FIFA World Cup has thrown up all kinds of intriguing matchups, but one thing is worth remembering - expanding the tournament is a broadly popular move, with a net positive score of +38 in our research, and net positivity in every market we surveyed. GWI Zeitgeist
💭Sometimes a mundane-seeming insight goes deeper than you might think. Brand awareness of Cartoon Network is higher in Romania (84%) than any country - a product of cable TV being rapidly adopted in the country after the fall of communism. The channel became so popular it’s well-known as being a way people learned English, including the current leader of the opposition. GWI Core
Meet the audience: Jaguar buyers
Without GWI data
With GWI data
Not many car companies see their promotional videos attract the attention of most of the (online) world, but that’s what happened to Jaguar last year.
Seeing as everyone had their own opinion on what Jaguar’s target market really looked like, we thought it’d be an ideal test-case to see how getting insights from real humans changes the game. On the left we have a more conventional picture rooted in a lot of the Jaguar stereotypes - older, elegant, almost James Bond-adjacent.
With GWI insights in the mix, the audience sharpens into something more modern - and perhaps a bit more showy. They’re younger than you’d expect, with a big Gen Z slice, are more likely to want to stand out and to describe themselves as fashion-conscious. So a Jaguar buyer goes beyond the classic Jaaaag stereotype. They’re ambitious, style-forward, and digitally active in a surprising way.
Chart of the week
Splitting the G, “Guinnfluencers” like the Schooner Scorer, a move away from craft beer, a highly-regarded non-alcoholic version: all of these factors and more have contributed to Guinness’ extraordinary ascent in recent years from “old fart’s drink” to the TikTokers’ tipple of choice.
In London, demand is so strong it’s causing issues with supply. To put Guinness’ current London popularity in context - it currently has a higher market share than any other beer has had in the history of our research. Sláinte to that.
