Marketing in 2022 - Multi Moment Audience - Team Lewis

Marketing
in 2022:
Multi-
moment
audience

Contents
Foreword
Introduction
Methodology
Consumer behavior across the globe
The modern marketing multiverse
Factors influencing the multi-moment audience
1. Ending monotony can end marketing immunity
2. Mood affects decision-making
3. Evolving motivators for modern consumers
Take a multi-dimensional approach
04
06
07
08
12
17
18
22
28
32
3
Marketing in 2022: Multi-moment audience

We enter 2022 still unpicking the change
witnessed during the previous two years.
We cannot now rely on the assumptions of
yesteryear. What was considered niche and risky
to invest in by marketers in 2019 might well be
needed just to compete in the coming years.
Nearly every part of our lives has been impacted,
and therefore nearly every corner of the
marketer’s toolkit needs to be reviewed.
We’ve been in a unique position to study this
sweeping change, having at our fingertips
more than 40,000 datapoints spanning the
consumer’s full digital life, harmonized
across countries for true like-for-like
geographic comparison.
We’re thrilled to see TEAM LEWIS bring this
data to life to explore the new multi-
moment audience.
4 Marketing in 2022: Multi-moment audience

The marketing landscape in 2022 has changed.
It’s no longer as simple as getting in front of
your audience with a single message as many
times as possible. Consumers want unique,
attention-grabbing creativity delivered in a
personalised way. The complexity of message
and the vehicle the message is delivered in is
paramount to success.
Every business will need to flex their marketing
strategy to connect with the new breed of multi-
moment audience. And the insight into how this
audience thinks and operates cements this need.
It has been a brilliant experience partnering
with GWI. We have been able to join the dots on
the wealth of data they have on the consumer’s
digital life with our extensive experience in
successful audience connection. Businesses now
need to tackle the challenge to embed creativity
in the heart of consumer connection.
5

To say our behavior has changed since the
COVID-19 pandemic is the understatement of
the year. The scale and pace at which we now
multi-task, multi-hat and multi-screen has
led to a new breed of consumer: the multi-
moment audience.
Today, brands can no longer rely on an
isolated moment to build connections with
this audience. Instead, they must use multiple
touchpoints to effectively reach and convert
consumers. By focusing on the time and place
they engage their audience, as well as what they
say and how they say it, brands can cut through
the noise to create lasting connections.
In this report, we analyze key findings from our
partner, GWI, to unravel the current challenges
for brands and offer insights into how marketers
like you can create successful integrated
campaigns in 2022.
Introduction

All figures in this report are drawn from GWI’s
online research among internet users aged
16-64*. These figures represent the online
population of each market, not its total
population. Each year, GWI interviews over
700,000 internet users via an online
questionnaire for its core data set. Some of
these respondents complete a shorter version
of this survey via mobile, while others answer
additional questions about their brand and
media consumption.
When reading this report, please note that
we use a mixture of data from GWI’s ongoing
quarterly global research, and insights from
its Zeitgeist research. Our report covers
the following countries: Australia, Belgium,
France, Germany, Hong Kong, Italy, Malaysia,
Netherlands, Portugal, Singapore, Spain, UK,
and the USA.
Methodology
7

Consumer behavior
across the globe
Screen time climbs
With the exception of Australia, Malaysia,
Singapore and the US, screen time continues
to grow year-on-year in most countries.
Hong Kongers and Malaysians spend more
time on their mobile devices than PCs,
laptops and tablets, totalling three hours and
34 minutes, and four hours and 43 minutes
respectively. It’s perhaps no wonder, then,
that 41% of Malaysians have concerns about
the amount of time they spend on
their smartphone.
Meanwhile in Europe, the Portuguese hold
the title for the highest daily screen time in
total, at close to eight hours. But globally,
it’s Malaysians who take the crown, spending
a total average of nine hours and 18 minutes
behind screens. Compared to the rest of the
world, Western Europe – namely Belgium,
France, Germany and the Netherlands –
clocks up the least screen time at under
six hours.
Malaysians
spend close to
9.5 hours per
day behind
screens

Three (devices) is no longer a crowd
Fig 1: Average number of devices by country
3.01
2.94
2.55
2.76
3.08
2.87
3.12
2.7
3
2.95
2.82
3.1
3.22
3.04
So what are audiences around the world
using their devices for?
For many, using the internet to browse
social media has become an intrinsic part of
everyday life. APAC countries use an average
of nearly four platforms daily. So, it’s no
surprise Malaysia and Singapore rank first
and third respectively for daily screen time.
Western Europe, however, records the least
amount of usage with fewer than three
platforms accessed each day.
Global
Australia
Belgium
France
Germany
Hong
Kong
Italy
Malaysia
Netherlands
Portugal
Singapore
Spain
UK
USA
One factor that may have contributed to the
continued increase in screen time is that
globally, audiences own at least three devices
from which they access the internet.
However, despite spending the most time
on the internet, Malaysians own fewer than
three devices.
It may be a sign of controlled consumption of
the internet, or perhaps more onus is placed
on practicing moderation in these countries,
but the US, UK, Germany and Italy are above
the global average when it comes to
device ownership.
9

Hybrid working is here to stay
Going forward, remote working looks to
become more prevalent in markets including
Malaysia, Singapore and the UK. Marketers will
need to re-evaluate their choice of channels,
messaging and timing of launches and
posts as these shifts impact how consumers
interact digitally and in the real-world.
Global
Australia
France
Germany
Italy
Malaysia
Singapore
Spain
UK
USA
Work exclusively remotely, limiting office attendance to a minimum of company /
team meetings and events
Work mostly remotely, with a few days in the office per week
Work mostly in the office, with a few days of working remotely per week
Work exclusively in the office
Fig 2: Future work arrangements
35%
30%
25%
20%
15%
10%
5%
0%
Working from home has gone from an
unfamiliar concept to an everyday reality for
many. 57% of people worked from home in
Q2 of 2021 (compared to 54% in Q2 of 2020).
But hybrid work setups seem to be the future,
with an even split between mostly working
from home or mostly working from the office
at 28% for both.

Widespread wellbeing
and privacy concerns
As referenced with regard to Malaysian
audiences, there is global concern over the
amount of time we spend on our
smartphones (30%) and the hours we clock up
on social media (27%). While Spain, Malaysia
and Hong Kong are the strongest believers in
the idea that social media is good for society,
Western Europe appears to disagree.
Globally, almost a quarter (23%) of consumers
have actually reduced their social media use
as awareness about the implications of screen
time for our long-term wellbeing emerges.
And this consciousness encompasses more
than just personal protection – consumers
now want brands to be socially responsible
(43%) and/or eco-friendly (45%) in the way
they do business.
Where audience
attention lies
Currently, a range of interactions is happening
across multiple media channels. Music, apps,
movies and gaming are popular, with the US,
Singapore and Malaysia spending the most
time using music streaming services. The
US and Singapore also spend the most time
listening to podcasts, at 52 minutes per day.
While interest in media for personal
consumption is on the rise, there is a slight
aversion towards spending on entertainment
such as digital gifts, in-app purchases and
premium web services.
34%
of US consumers think streaming
service subscriptions are costly
23%
of global consumers have
reduced their social screen time
This attitude is reflected in the perception of
the cost of TV streaming services: 34% of US
consumers in Q2 of 2021 believe subscriptions
are getting costly, compared to 27% in Q2 of
2020. This may be, in part, due to a rise in the
average number of subscriptions to video
streaming services of from 2.1 to 2.8
year-on-year.
Slightly less (39%) worry about how
companies are using their personal data
online, while over a third (34%) prefer to
remain anonymous. Just under one in four
global audience members (23%) worries about
how its government tracks them online,
while one in five (20%) feels in control of their
online personal data.
11

The modern marketing
multiverse Entertainment is
less important than
information in online ads
From the first steps towards print advertising
in the 15th century, to the constantly evolving
online ads of today, advertising has become
an integral part of brand-to-consumer
communication. In both the US and UK,
males are reportedly more likely to respond
to an online ad.
From rising screen time across most
of the world, to a clear shift towards
hybrid working arrangements,
and growing concern about wellbeing
and privacy, there are many behaviors
that brands must look out for in
2022. In the next section, we explore
more trends within the marketing
multiverse.

Provided ideas for a new product / design
Interacted with a brand on a messaging app
Read a branded blog
Shared a brand’s post on a social network
Uploaded a photo / video to a brand’s social page
Asked a question to a brand on a social network
Used a company’s live-chat service on a website
Unliked / stopped following a brand on a social network
Played a branded game
Clicked on an online ad on the top or side of a website
Left feedback or a review on a brand’s website
Clicked on a promoted / sponsored post on a social network
Used a QR code provided by a company or brand
Used a social networking “share” button on a website
Downloaded / used a branded app
Visited a brand’s social network page
Liked / followed a brand on a social network
Watched a video made by a brand
Read an email / newsletter from a brand
Visited a brand’s website
7%
8%
8%
8%
8%
9%
10%
10%
11%
12%
12%
12%
12%
13%
14%
17%
19%
20%
26%
56%
Fig 3: Global percentage who have interacted with a brand in the following ways
35-44 year-olds are most likely to make
a purchase after seeing an online ad
in the US, compared to the slightly
younger demographic of 25-34 year-
olds in the UK.
Audiences across both markets expect
ads to provide value. Offering product
information was ranked as the most
important aspect of an ad, followed
by being entertaining, and providing
discounts and special offers.
13

Websites are
still king
Leading by a margin of 30%, the not-so-
humble website is still the most popular
platform for consumers to interact with a
business. 56% visited a brand’s site in the
last month. Newsletters also prove to be an
effective communication method for more
than a quarter (26%) who read emails or
newsletters from brands.
Videos are becoming more and more popular
with audiences. It isn’t surprising that more
than a fifth (20%) have watched a video made
by a brand. Slightly less (19%) liked or followed
a brand on a social network, reinforcing the
notion that these platforms are a staple part
of the discoverability journey.
Video and social
content is on the rise
Clearing browser history
is commonplace
Despite the events of the past few years,
where most of us have had no choice but
to move online for our shopping needs,
online versus in-store shopping preferences
are too close to call at 51% and 49% of
consumers respectively.
Concerns about data and advertising might
be one factor in why half of consumers still
prefer in-store shopping. A large percentage
(39%) of global audiences worry about how
companies use their personal data, with Spain
(52%) and Portugal (50%) most concerned.
It’s therefore no surprise that the Portuguese
prefer shopping in-store by a margin of over
20% when compared to online shopping.
To counteract their data concerns, 61% of
global audiences clear their browsing history,
41% decline cookies on a website and 35%
use a private browsing mode.
Brands must prepare
for a cookie-less
future

21%
16%
17%
14%
18%
30%
25%
43%
11%
31%
24%
36%
16%
20%
17%
21%
13%
12%
12%
26%
23%
42%
15%
23%
20%
30%
12%
16%
Global
Australia
Belgium
France
Germany
Hong Kong
Italy
Malaysia
Netherlands
Portugal
Singapore
Spain
UK
USA
33%
38%
26%
30%
30%
36%
35%
44%
19%
40%
40%
41%
28%
33%
28%
28%
23%
20%
22%
30%
33%
31%
15%
36%
32%
37%
20%
27%
25%
27%
20%
20%
19%
25%
32%
31%
18%
39%
26%
38%
18%
24%
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
Fig 4: Percentage who worry about companies’ data collection who also
expect them to offer customized / personalized products (by age)
These behaviors will cause long-term
difficulties for brands, as more and more
audiences opt out of data storage
permissions, while simultaneously expecting
ads to be tailored to them.
This is most true of younger audiences,
who are the most concerned about how
their data is collected, yet expect the
most personalization.
15

As the world continues to change,
and this new multi-moment breed
of audience emerges, close attention
must be paid to its attributes to
best understand and serve it.
This can be viewed in terms of three
key influences, or the three Ms:
monotony, mood, and motivation.

Factors
influencing
the multi-moment
audience
17

Ending monotony
can end marketing
immunity
Whether individual audience members enjoy or
get frustrated with ads, the fact is that they’re
everywhere. As consumers become more restless
and fatigued globally, immunity towards marketing
messages sets in. Breaking monotony is crucial for
brands to get through to consumers again.
The question is, how?
Firstly, brands need to get creative with technology,
expanding into emerging areas such as AR and VR.
They must think outside of the box and do things
that are unexpected – not be restrained by what
they’ve always done.

Sticking to the status
quo is no longer an
option for brands
19

Break the brand mold
Take, for example, immersive brand
experiences such as the collaboration
between popular game Fortnite and luxury
fashion brand Balenciaga. You may never
have associated the two – until the latter
appeared in the eyeline of gamers thanks to
Fortnite allowing avatars to sport the branded
garments during gameplay.
But ending monotony doesn’t just mean big
and costly collaborations. It can be as simple
as encouraging people to engage and
interact, from AR and out-of-home
campaigns that provide entertainment to
thumb-stopping social content that
breaks a brand’s mold. Crucially, it’s about
actively inventing ways to win a place at the
forefront of minds.
Close to a quarter (23%) of global audiences
have watched a live video stream in the last
week, with Malaysia, Hong Kong and Italy
leading the pack. Brands who have
traditionally produced flat image or copy-
heavy ads or posts may be nervous to explore
new channels and distribution streams –
but it’s essential that they’re able to
communicate in ways that are now expected
by their audience.
Fig 5: Percentage who say they watched a live video stream in the last week
23%
20%
16%
21%
19%
29%
27%

32%
15%

23%

23%

27%
18%

24%
Global
Australia
Belgium
France
Germany
Hong
Kong
Italy
Malaysia
Netherlands
Portugal
Singapore
Spain
UK
USA

13%

11%
7%
10%
11%

23%

19%

18%
6%
8%

13%

11%
9%

14%
Global
Australia
Belgium
France
Germany
Hong
Kong
Italy
Malaysia
Netherlands
Portugal
Singapore
Spain
UK
USA
Power to the people
The popularity of social platform TikTok has
skyrocketed in recent years, with a 457%
increase in revenue from 2019 to 2020 alone.
In 2021, it was the most popular website,
above Google. Part of this popularity is surely
down to the freedom it gives users to create
– it simply wouldn’t exist without user-
generated content.
These insights highlight the importance of brands finding new ways to hand some level of
control over to their audience, whether that’s empowering them to generate their own
content or giving them choice and direction over what the brand itself produces.
And self-made content is important to
audiences across the globe. One in five Hong
Kongers claim to have shared their own blog
or video in the last week, followed by over 19%
in Italy and nearly 18% in Malaysia.
Fig 6: Percentage who say they shared their own blog post or video in the last week
21

mood affects
decision-making
In addition to contending with an audience that is
growing increasingly immune to marketing
messages, brands must now also ensure that they’re
sensitive to mood. With the pandemic ongoing,
and constantly changing restrictions and news
being shared, emotions feel more heightened than
ever. Such ambient emotions can impact the way
consumers respond to a brand.
How marketing makes people feel dictates whether
they engage with it or disregard it completely.
But how can brands ensure that messages resonate
with their audience’s mood? Well, human beings
love stories.
Storytelling ignites emotions and generates empathy
and understanding. It is also 35% more persuasive
than communications that aren’t based on stories,
such as product information. Brands that don’t create
compelling narratives with their marketing efforts
are missing an opportunity to create meaningful
connections with consumers.

Creativity delivered
in a personalised
way is key
23

The attributes that matter
Alongside storytelling, consumers gravitate
towards brands that share their values.
A brand’s traits, and the way in which they are
communicated, can be another factor which
influences a person’s decision to engage.
Across the globe, consumers want brands to
be reliable, authentic, and innovative. Brands
being smart is far less important to the global
audience on average. Traits that brands might
think are essential – such as being trendy or
bold – are some of the least desired.
Global
Australia
Belgium
France
Germany
Hong Kong
Italy
Malaysia
Netherlands
Portugal
Singapore
Spain
UK
USA
67%
67%
72%
66%
72%
57%
66%
54%
78%
67%
60%
68%
75%
66%
47%
47%
39%
49%
51%
22%
40%
50%
32%
58%
47%
48%
47%
47%
41%
42%
32%
38%
27%
17%
43%
51%
23%
47%
41%
34%
41%
47%
18%
19%
16%
17%
19%
12%
12%
11%
21%
18%
13%
14%
19%
20%
17%
16%
15%
13%
17%
19%
16%
35%
18%
22%
22%
23%
13%
15%
Fig 7: Percentage who want brands to be the following (Part 1)

Global
Australia
Belgium
France
Germany
Hong Kong
Italy
Malaysia
Netherlands
Portugal
Singapore
Spain
UK
USA
Reliable
Authentic
Smart
Traditional
Exclusive
Innovative
Funny
Trendy / cool
Bold
Young
44%
42%
43%
50%
45%
45%
47%
55%
36%
62%
45%
47%
42%
42%
14%
12%
19%
16%
14%
30%
20%
26%
13%
16%
17%
19%
8%
12%
17%
14%
18%
24%
15%
12%
12%
21%
17%
21%
17%
23%
15%
15%
25%
22%
25%
18%
24%
30%
15%
42%
22%
40%
30%
26%
20%
26%
19%
18%
22%
24%
14%
40%
21%
15%
18%
26%
15%
33%
15%
18%
Fig 7: Percentage who want brands to be the following (Part 2)
25

Ears wide open
Over the last three years, there has been an
increase in the consumption of music
streaming services and podcasts, proving
that consumers are keen to give their eyes a
screen break as they explore media via their
other senses.
On average, global consumers spend more
than 94 minutes listening to music on a
streaming platform, and around 55 minutes
listening to podcasts.
As discussed earlier, the US, Singapore and
Malaysia lead the way when it comes to
podcast streaming, while Australia and
Singapore are seeing growth in music
streaming and podcast listenership
year-on-year.
Discover how sonic
branding works But what role does audio play in brand
discoverability?
Brands are most commonly discovered on
radio ads compared to other audio formats,
such as music streaming and sponsored
content on podcasts, with German consumers
(19%) the most likely to discover brands via
this medium, followed by Portugal (18%)
and Belgium (17%).
Global consumers
spend more than
94 minutes listening
to music on a
streaming platform

Ads heard on the radio
Ads on music-streaming services
Ads / sponsored content on podcasts
Fig 8: Percentage who typically discover brands via the following
Global
Australia
Belgium
France
Germany
Hong Kong
Italy
Malaysia
Netherlands
Portugal
Singapore
Spain
UK
USA
0%
3%
6%
9%
12%
15%
18%
27

Evolving motivators
for modern
consumers
Life, language and likes
affect relatability
It is our nature to look for common ground with other
people to identify with them. But how we relate to others
differs across generations. For instance, Gen Z consumers
identify most with people who share the same gender
as them.
Meanwhile, Millennials identify with those who like the
same things as them online; Gen X, with those who share
similar life experiences; and Baby Boomers with those
who speak the same language as them.
Looking at relatability from a global standpoint, over half
(51%) identify most with people who share their interests
and hobbies, followed by 47% who cite a shared sense of
humor as most relatable.

Gen Z relate most to
those who identify as the
same gender as them
29

Making positive change
Despite 4.55 billion people around the world
now using social media, less than a quarter
of global consumers (23%) believe it is good
for society. Worldwide, Malaysians are the
most optimistic about social media having
a positive impact on society (40%).
The French market is most passionate
about brands being eco-friendly (58%)
when compared to other countries, with only
a third (33%) of Hong Kongers placing value
on this. Across the globe, consumers want
brands to support local suppliers and
charities, make customers feel valued,
be more responsible and transparent about
data usage and communicate their
sustainability goals.
Fig 9: Percentage who want brands to be eco-friendly

45%
38%

51%

58%

58%
33%

46%

52%

44%

49%

39%

53%

44%
38%
Global
Australia
Belgium
France
Germany
Hong
Kong
Italy
Malaysia
Netherlands
Portugal
Singapore
Spain
UK
USA

A spotlight on environmental issues
Key takeaways from the COP26 Summit,
which took place at the beginning of
November 2021, included worldwide pledges
from reducing deforestation to reaching zero
carbon emissions. With the event stealing the
limelight for much of Q4, consumers are now
also starting to commit to change.
While environmental issues are important
to almost half (48%) of global consumers,
the majority (54%) is willing to pay more for
an eco-friendly product, highlighting to
brands that producing environmentally
friendly items is unlikely to be at the
detriment of profit.
Slightly behind the global pack is Hong Kong,
which looks like it needs more convincing.
Only a third (33%) is willing to pay more
for eco-friendly products, with the same
amount caring if a brand is generally
eco-friendly, and only slightly more (35%)
stating that helping the environment is
important to them.
Pay more for an eco-friendly product
Pay less for a non eco-friendly version
Fig 10: Percentage who pay more or less for product
70%
60%
50%
40%
30%
20%
10%
0%
Global
Australia
Belgium
France
Germany
Hong
Kong
Italy
Malaysia
Netherlands
Portugal
Singapore
Spain
UK
USA
31

From the various forms of media being
consumed, to the plethora of platforms and
devices they’re consumed on, the global
audience has evolved more rapidly than
we could have imagined in recent years.
Expectations are higher than ever. It’s not just
entertainment that people are looking for –
it’s brands who they can trust to meet their
needs, as well as to serve our planet.
A multi-moment
audience requiring a
multi-dimensional
approach
The pressure on
brands to innovate,
and the rate at which
they must do so,
is unprecedented

But it is only because there are so many
moments in which audiences engage with
media, that brands have so many
opportunities to engage them. There has
never been a better time for brands to
get stuck into the insights, not only
understanding what isn’t working with their
current approach to marketing, but also
why it isn’t working.
Brands that bury their heads in the sand
will find it impossible to keep up with a world,
and audience, that are constantly evolving.
But those who are active, curious and
disrupt the norm with augmented creativity,
multi-sensory storytelling, and a newfound
consciousness for the world around them
will be the ones who have a presence in
the same spaces as consumers – and a
presence in their minds too.
33

Datasets included
Screen time over time
Source: GWI Core 2017-2021 (averages of all waves
conducted in each year)
Question: On an average day, how long do you spend
online on a mobile / PC / laptop / tablet?
Base: 1,085,109 internet users aged 16-64
Average number of devices
Source: GWI Core Q2 2021
Question: Which of these do you use to access
the internet?
Base: 72,503 Internet Users aged 16-64
Average number of social platforms
Question: Which of these do you use to access
the internet?
Average number of social platforms used per day / week
Work From Home
Source: GWI Work Q3 2021
Question: Thinking about a typical week, and taking
into consideration Covid-19 restrictions, which of these
places might you / your team work from? | Which of the
following is most likely to happen in your company, in
terms of future working space?
% who say they work from their home | Which of the following
is most likely to happen in your company, in terms of future
working space?
Ads
Source: GWI Zeitgeist February 2021
Question: Which of the following things have you done
in the past 7 days? This can be on any device.
Base: Base: 2,000 (UK) & 2,013 (USA) Internet
Users aged 16-64
Unplugging
Question: Which of the following do you feel
describes you?
% who agree with the following
In-store vs Online
Question: Typically, which of the following would
you rather do?
% who say they prefer to shop….
Decline of Cookies
Question: How often do you do each of the following? |
What operating system(s) do you use on the following
device: Smartphone / Mobile phone?
% who say they have done the following
Opting Out
Question: Which of the following do you feel describes you?
Catch-22
Question: Which of these things do you want
brands to do?
% who worry about companies’ data collection who also
expect them to offer customized / personalized products
Awareness to engagement
Question: Which of these things do you want brands
to do? | Which of the following actions have you done
online in the past month?
% who want brands to do / be the following | % who
have interacted with a brand in the following ways in
the last month
Attitudes towards tech
Question: Which of the following do you feel
describes you?

Expectations of ads
Source: GWI Zeitgeist February 2021
Question: What do you most want ads to do for you?
2,000 (UK) & 2,013 (USA) internet users aged 16-64
% who say they most want ads to do the following
VR & AR
Question: Which of the following devices
do you own?
% who say they own a virtual reality headset / device
Question: Which of the following features are you most
looking for when purchasing your next phone?
Base: 10,971 Internet Users intending to buy a phone in
the next 6 months, aged 16-64
% of mobile phone buyers who say augmented reality
functionalities are important in a phone
Livestream
Question: In the last week, which of these have you
watched, listened to, or done online
% who say they watched an live video stream in
the last week
UGC
Question: In the last week, which of these have you
watched, listened to, or done online?
% who say they shared their own blog post or video
in the last week
Audio Marketing
Source: GWI Core 2019-2021
Question: On an average day, how long do you spend
listening to podcasts / music streaming services
Average daily time spent on the following
Question: How do you typically find out about new
brands and products?
% who typically discover brands via the following
Storytelling & Emotion
Question: Which of these do you want brands to be?
Brand qualities: % who want brands to
be the following
Common Humanity
Source: GWI Zeitgeist April 2021
Question: “Please choose the options that best complete
this sentence: “I most identify with other people who...”
Base: 1,918 (U.S.) & 1937 (UK) Internet Users aged 16-64
Sources of shared identity: % who say they most identify with
people who…
Eco-consciousness
Source: GWI Core 2019-2021
Question: In the next 6 months, how do you think the
following will change? The environment
Environmental expectations: % who expect the environment to
get better / get worse in the next 6 months
Environmental attitudes
Maintaining Authenticity
Question: Which of these do you want brands to be? |
Which of these things do you want brands to do?
35

Ready to make 2022 your best yet?
Get in touch to discover how TEAM LEWIS can help.
APAC
Keso Kendall
keso.kendall@teamlewis.com
EMEA
Celia Clark
celia.clark@teamlewis.com
US
Nick Sneath
nick.sneath@teamlewis.com
Find out more
teamlewis.com/multi-moment-audience
teamlewis.com

Marketing in 2022 - Multi Moment Audience - Team Lewis

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