LGBTQ persons account for 1.4% of ad screen time vs. 7.2% of population

A recent post on ThinkWithGoogle reports on an interview with Gay and Lesbian Alliance Against Defamation (GLAAD) President and CEO Sarah Kate Ellis by Google VP/Marketing for Global Devices and Services Adrienne Hayes on the subject of LGBTQ representation in ads.

Discussion centered on the results of GLAAD's Advertising Visibility Index 2023 report.

Some highlights from GLAAD research findings:

• Americans are twice as likely to buy a brand that demonstrates a commitment to expanding LGBTQ rights.
• But mixed signals from consumers leave brands unsure about inclusivity in marketing.
• Based on its size, the LGBTQ community is underrepresented in advertising: 1.4% of screen time vs. 7.2% of population.
• 3 out of 4 non-LGBTQ adults say they feel comfortable seeing LGBTQ people in advertisements.
• Fewer than 40% of survey respondents reported noticing LGBTQ representation in the most recent Super Bowl ads.
• 1 in 5 members of US Gen Z identifies as LGBTQ.
• Members of Gen Z are 1.5X as likely to say advertisers don't appropriately represent LGBTQ people.

Comment: Findings re Gen Z are significant because they are the up-and-coming generation of consumers. How are they feeling about your advertising? (Too bad GLAAD didn't collect any data on how inclusivity in advertising affected brands' take at the cash register.)

Remote workers want to combine business with leisure in 2023

A new poll by global researchers YouGov finds that 53% of Americans who are able to work remotely would like to take a leisure trip during which they can continue to work remotely.

Most popular types of destinations cited by respondents (47%) included places with natural landscapes like lakes, mountains, the countryside or somewhere close to the beach/coast.

Another 41% said they would want to visit islands, and 38% chose historical towns.

36% would pick a destination close to family members.

Top 10 specific US destinations were:

1. Hawaii 39%
2. Florida 35%
3. California 34%
4. New York 33% (unknown if NY State or NYC)
5. Colorado 25%
6. Texas 23%
7. Arizona 23%
8. North Carolina 20%
9. Washington (unknown if state or DC) 20%
10. Boston 19%

Top 10 international destinations:

1. Italy 42%
2. Australia 36%
3. Canada 32%
4. Caribbean 32%
5. France 32%
6. UK 32%
7. Spain 31%
8. New Zealand 28%
9. Iceland 24%
10. Germany 24%

Data were collected from 700+ US adults who said they are able to work remotely and would be able to travel between February 2023 and January 2024.

Poll being taken around January-February probably accounts for bias toward warm-weather destinations. Apparently household income data were not collected, and the question put to respondents allowed them to make their own assumption as to whether cost would be on object or not. So results are probably best interpreted in terms of aspirational destinations.

Go here for more on how Google Ads and SEO will up your tourism game.

New research by Forrester for Microsoft finds that working at home changes everything for people, and businesses have been slow to adapt to this change.

Forrester's global online survey of 5,329 employed adults who had made online purchases in the previous 6 months found:

• At the beginning of the pandemic, many consumers (68% of survey respondents) and their partners and children found themselves at home most of the time.
• Work, school, shopping and services all shifted online.
• After two years, these new behaviors have become routine, and many consumers (48% of survey respondents) now prefer online services, ordering and delivery.
• 60% of consumers surveyed said they now typically mix work and personal tasks while working at home, and consider them equally important.

In a second survey of 1,301 marketing and advertising decisionmakers Forrester found:

• The surge in demand for online goods, services and delivery overwhelmed businesses.
• 50% of marketing/advertising executives rated their brand as "intermediate," and 7% as "novice," in using the right mix of digital advertising for each target consumer persona.

Changes brands said they intend to make in the next 12 months include:

• Increase to an average of 70% (from 58% pre-pandemic) budget for digital channels including search, social, online video and display advertising - mentioned by 60%
• Increase paid search advertising spend by more than 10% - mentioned by 16%
• Advertise on 3 or more search engines - mentioned by 88%

What Forrester recommends:

• "Brands must consider more nuanced cues such as working mode (e.g., desk-based or frontline, office-based or remote), mindset, activity, and emotion to understand and target workday consumers."
• "Use existing demographic and digital-behavior analytics to deduce these cues and employ methods such as self-reported studies, observational studies, location tracking, and time-of-day data."
• "Beyond planning for the workday consumer, develop other nuanced target personas by infusing emotion data into personas. Understand the facets of emotions including feelings, neurophysiology, social-expression, and behaviors along with the observable traits for each and the software that can help measure them."

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Google Search Ads.

Market researchers Euromonitor International today released their latest update of the 10 Global Consumer Types.

Researchers found the global distribution of consumers across these 10 types to be as follows:

• Undaunted Striver (17% of total)
• Secure Traditionalist (16%)
• Empowered Activist (15%)
• Impulsive Spender (14%)
• Minimalist Seeker (12%)
• Conservative Homebody (8%)
• Balanced Optimist (6%()
• Cautious Planner (5%)
• Self-care Aficionado (5%)
• Inspired Adventurer (4%)

Euromonitor's segmentation takes into consideration preferences including:

• Media consumption
• Buying behaviors
• Individual aspirations

Here are Euromonitor International's recommendations for targeting of the 10 Global Consumer Types:

Impulsive Spender (14%)

• Easy-to-use shopping that facilitates quick purchases
• Personalized experiences
• Promote value and bargains
• Seamless cross-channel shopping

Minimalist Seeker (12%)

• Label products as sustainable, locally-sourced, or with high-quality ingredients
• Facilitate comparison shopping
• Promote waste-reducing products- recyclable, etc.

Secure Traditionalist (16%)

• Alleviate technology anxiety
• Prominent low prices and discounts on essentials
• Fast, easy shopping experience

Empowered Activist (15%)

• Emphasize green and sustainable features
• Competitive pricing
• Loyalty programs
• Alignment of brand with global issues: sustainability, welfare, charity

Undaunted Striver (17%)

• Personalized shopping experiences and high brand engagement
• Promotion of latest trends through social media and celebrity endorsements
• Seamless cross-channel shopping experience
• Green/sustainable labeling

Conservative Homebody (8%)

• Promote products that enhance personal well-being. facilitate time spent with friends/family
• Clear discounts, value
• Seamless cross-channel shopping experience
• Facilitate fast purchases while offering unique/memorable shopping experience

Inspired Adventurer (3%)

• Promote products that enhance health and wellbeing
• Discounts, low prices
• Easy buying
• Prioritize self-improvement products

Cautious Planner (5%)

• Clear information on features and prices to facilitate product research
• Competitive pricing
• Reviews and testimonials
• Loyalty programs
• Quick buy plus memorable shopping experience

Self-care Aficionado (5%)

• Promote products that facilitate spending time with friends/family
• Prioritize products that enhance physical and mental wellbeing
• Market in collaboration with travel and cultural experiences

Balanced Optimist (6%)

• Promote products that enhance personal wellbeing or facilitate spending time with friends, family
• Discounts and value for money
• Seamless cross-channel shopping experience

Impact of the COVID-19 pandemic

Some types underwent significant share changes 2019 to 2021:

Lost share:

• Inspired Adventurer, down from 8% to 4%
• Conservative Homebody, down from 13% to 8%
• Impulsive spender, down from 15% to 14%

Gained share:

• Cautious Planner, up from 4% to 5%
• Balanced Optimist, up from 5% to 6%
• Empowered Activist, up from 9% to 15%
• Secure traditionalist, up from 12% to 16%
• Undaunted Striver, up from 10% to 17%

Euromonitor International analysts speculate that pandemic-related financial uncertainty, job losses and economic recession may have increased the numbers of Secure Traditionalists and Balanced Optimists.

Comments:

Consumer Types that look to me like the best prospects for businesses not trying to be the lowest-cost provider:

• Impulsive Spenders (14%)
• Empowered Activists (15%) but for specific product categories only: green, sustainable, travel (and probably diversity also, although not mentioned by Euromonitor International)
• Undaunted Strivers (17%)
• Self-care Aficionado (5%) but for specific product categories only: travel, cultural

Blacks want to see Blacks in travel advertising

Travel and tourism marketers MMGY Global released on Wednesday the results of the final phase of their research report The Black Traveler: Insights, Opportunities & Priorities based on surveys of 3,635 Black leisure travelers from the US, Canada, France,Germany and UK/Ireland. MMGY created this study on behalf of Black traveler advocacy organizations to identify the needs, behaviors and sentiment of the Black travel community.

Key findings:

• Black travelers are paying close attention to how destinations and travel companies approach diversity.
• 54% of U.S. Black travelers agreeing that they are more likely to visit a destination if they see Black representation in travel advertising, vs. 42% in UK/Ireland, 40% in Canada, 27% in France and 15% in Germany.
• 71% of US and Canadian Black travelers said perceived safety for Black travelers influenced their choice of destination, vs. 58% in UK/Ireland, 312% in France, and 21% in Germany - differences which Ursula Petula Barzey of the Black Travel Alliance attribute to the more muted awareness and discussions about racial issues currently prevailing in Europe.
• Leading sources of inspiration for Black travelers cited were:
  1. Need for relaxation
  2. Enthusiasm for visiting someplace new and experiencing different cultures
• Favorite activities at leisure destinations cited were:
  1. Cultural activities
  2. Nature
  3. Wellness
  4. Visiting attractions
  5. Attending family events
• US Black travelers spent $109.4B on domestic leisure travel in 2019, $20.2B on international.
• 75% say they plan to take at least one overnight leisure trip in 2021.
  • US respondents said they plan to take at least 2 domestic overnight trips
  • UK/Ireland respondents said they plan to take at least 2 international overnight trips.

Sponsors of the research included:

• Black travel Alliance
• National Coalition of Black Meeting Professionals (NCBMP)
• National Association of Black Hotel Owners, Operators and Developers (NABHOOD)
• Choice Hotels International
• TripAdvisor
• Virginia Tourism Corporation

Comment: Although 2021 likely won't be up to 2019 in terms of trips, room-nights and spend, there will still be a great deal of money to be made by travel destinations and companies that make an effort to attract Black visitors.

Go here for more on how Google Ads and SEO will up your tourism game.