Brand authenticity is important to virtually every consumer, regardless of target market. However, authenticity can be perceived differently across demographics. As brands strive for authenticity and a genuine connection with their customers, we want to help them understand where to invest their energies.

By Lotte Reford

Everyone loves a laugh, but do they love a brand that makes them laugh? We sought to discover wich audiences appreciate humor in marketing.

By Lotte Reford

In an age of AI and social media, authenticity can feel harder to find than ever. We wanted to discover how important authenticity is to shoppers — and what authenticity means to consumers in 2024.

By Lotte Reford

Social media is changing. With the rise of deinfluencing and changing demographics as more older consumers flock to TikTok, how much sway does an influencer have in 2024?

By Lotte Reford