Also inside: Sleep trackers, the Olympics, and more.
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on the dot

24 July 2024

Hi folks,

The Olympic Games will open on Friday, and the world will be tuning in…or will it? Only 1% of consumers in Ghana follow the games, which may have something to do with the fact the country has never won a gold medal. We'll keep our fingers crossed for them this time around.

 

Scroll down to read about Sikh riders, poor man’s meals, and the Milei effect.

Stats to power your week

🌅 Is that a light we see at the end of the tunnel? Some of our data points indicate that the cost of living crisis is easing. A good example – the number who cite “product price” as an important factor when buying household products has dropped for the first time since 2021. Little wonder Waitrose is on the up – nature is healing. GWI Core Plus (UK)

 

⌚Keep an eye on your heart rate monitor for this one: the number of Americans who use some kind of tracking app has increased 15% since 2020, with the biggest increases coming for health (+33%) and sleep (+32%). GWI USA

 

🩺 Last week we told you that Endometriosis Australia has launched its first ever national TV campaign – an important milestone for what can be a debilitating, if often overlooked, condition. This just in: it affects 1 in 10 women in the country. GWI Zeitgeist

 

🔄 May we turn the tables for a moment? We’ve been experimenting with using our consumer data to profile marketers, with some revealing results. Among other things, UK marketers are more than twice as likely to want to stand out in a crowd – a similar finding to the “empathy gap” Andrew Tenzer and Ian Murray have written about.  GWI Core

 

❗We’ve just completed a study into gender bias across 11 markets, and one insight in particular jumped out. In virtually every country, women identify more bias against their gender, in almost every area. The exception is Singapore, where men perceive more bias against them in education, healthcare, media, politics, and the workplace. GWI Zeitgeist

Report – Social media trends: The highlight reel

What’s on our radar

The cost of living crisis might be easing in some places, but consumers in China are still in “quiet luxury” mode and trading down to a “poor man’s meal”. 

 

A few weeks ago we charted the rise of sober Brits. As part of the Euros postmortem, retailers found non-alcoholic beer was in particular demand, while the city of Munich is opening its first non-alcoholic beer garden in the buildup to Oktoberfest (or should we say Oksoberfest?).

 

The UK has become the first country to approve putting lab-grown meat in pet food, which will be music to the ears of eco-conscious animal parents nationwide. Meanwhile, a new study has found that people who endorse the moral value of purity are more likely to reject lab-grown meat. 

 

The WNBA is seriously growing, and its players have been a key driver (alongside other things like media exposure). Caitlin Clark’s been under the spotlight since joining the league, and you’ve probably heard about Cameron Brink too, who New Balance has just put at the forefront of a multiyear agreement. The league is also set for a big bump in revenue thanks to a new media rights deal. 

 

Our research has suggested for a while that a slowdown in the EV market may be in the offing, and we’re seeing more signals of that as Ford announced plans to retool one of its plants to produce large pickup trucks, rather than electric SUVs. On the other hand, we have more details about Ferrari’s upcoming EV, which will be its first. 

Chart of the week

FY2507_GL_IMG_OTD30_Chart

You might have heard of Javier Milei, the man who was elected President of Argentina in late 2023, on a platform of radical reform and spending cuts. With our latest wave of research, we can see what effect his election has had on the country’s consumers.

 

The immediate effect has been striking. Consumer confidence in Argentina has been stubbornly low in the last few years (not helped by triple-digit annual inflation), but during the first part of this year, it propelled above 2019 figures for the first time.

 

So far, so good. But it’ll be interesting to see how much of this lasts, and how much is just a natural honeymoon period. Colombia offers a useful model in this regard – the country also experienced a boost in confidence following elections in 2022, but this quickly reverted to normal. 

Local lowdown

Canada’s poutine out the welcome mat

Outside Union Station in Toronto, you’ll find a nude man in a globe, surrounded by doves. This is the “Monument to Multiculturalism”, a public artwork that summarizes what makes Canada unique on the world stage. Here, more than anywhere else, people believe that immigration is good for their country.

 

Canada’s embrace of different cultures around the world evolved from the coexistence of two. The country was settled by both French and British colonizers, though as the British took control, many French Canadians felt more and more culturally and politically marginalized.

 

By the time the Canadian government launched a commission into bilingualism in the 1960s, there were other people in the country from neither background, who also wanted recognition. This evolved into the government passing a multiculturalism law, the first in the world to do so. It’s this background that’s led to innovative multicultural marketing, including a “Tough Turban” designed for Sikh motorcyclists.

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