12 July 2023

Hi folks,

Add another social to the roster. The average person uses around 6 social media accounts; 7 might not be far away. Threads already has 100 million users and counting. But will the early vibe be more like Twitter or Insta?  

Elsewhere we’ve got the lowdown on EVs, dollar stores, and K-pop.

Stats to power your week

📷 If we assume Threads’ booming early user base is a blend of Tweeters and Instagram creators – then those are two quite different camps. How those groups interact will be fascinating to watch in the early months. Our research confirms that frequent Twitter users are much more interested in hard news, gaming, and tech, while regular Instagram users are more interested in beauty and much less interested in politics. GWI USA

🍞 The number in 4 European markets who prefer sustainable food products has fallen 10% since Q3 2021. Cost is certainly one factor at play – the Food Foundation recently found sustainable food prices to be rising too quickly – but attitudes are another. When times are tough, things like sustainability and the environment tend to become more of a ‘luxury problem’ for consumers instead. GWI Core Plus

🎓 Another hallmark of tough times is consumers trading down to shop at dollar stores. The group most likely to be visiting them more often year-on-year (+44%) is actually people with a PhD. It’s a good sign of how much even the financial and cultural elite are feeling the pinch. GWI USA

🐘 Gun violence is always near the top of the list of Americans’ concerns, but recent months have seen worry about it increase even further – and among some unexpected groups too. Since 2020, there’s been a 32% increase in the number of Republicans who are worried about gun violence. GWI USA

🔋 When it comes to green commitments, China, the world leader in CO2 emissions, has a long road ahead. That could be about to change. Not only is the country on track to reach a renewable milestone, but 60% of car buyers there now intend to buy a hybrid or electric car. GWI Automotive

🔊 All-female Korean pop group, Blackpink, made headlines as the first K-pop band to headline a UK music festival. But could the hype train be slowing down? At the end of 2021 9% in the UK were tuning into BTS and co – but it’s since fallen to 6%. In the meantime, keep your eyes and ears out for the “T-wave” of pop culture coming out of Thailand. GWI Core

What’s on our radar

They might spend more time online, but Gen Z are less likely to want to shop online than millennials. Social media can be used to help drive foot traffic, as TikTok entrepreneurs are discovering. 

OpenAI is putting together the ‘AI-vengers’. Well, not quite; but it's building a team to ensure superintelligent AI is kept under control.

WWE’s two recent events in London broke revenue records, backing up a trend we’ve seen in recent years of wrestling and UFC getting more popular. More UK Gen Zers now follow wrestling, than golf or cricket. 

Along with a new K-pop documentary coming later this month, Disney continues to lean into its international content offering with “Kizazi Moto: Generation Fire” – an African animation sci-fi series.

Canada's federal government has said it will pull all its advertising from Facebook and Instagram.

We’re seeing more brands show off their campaigns for the upcoming FIFA Women’s World Cup. Under Armour is creating new sportswear tailored to the female body, while Calvin Klein celebrates “strength and vulnerability”.

Chart of the week

The 2023 Rugby World Cup is just around the corner, but there isn't much fanfare among consumers in Japan. Although interest spiked when the country hosted the 2019 tournament, the number interested in the sport has fallen back to where it was.

It’s far from an easy task, but it shows how important it is for sports brands and organizations to keep hold of new fans, even as they start to lose interest after big events. 

More from GWI

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• What content works best on TikTok, Twitter, and Instagram in 2023?