Moose Trend Tracker: August
We analyze data every month to help you stay on top of what’s trending. Explore some of our latest discoveries.
“Of consumers say that special offers and prizes are the most important ways for brands to recognize their loyalty as customers,” according to a recent study by Merkle. Dr. Pepper took this to heart as they recently launched a limited-time drink, FANtastic Chocolate, which is only available to superfans who sign up for their new reward program. To access the product collaboration fans scan the proof of purchase with a QR code and are then prompted to sign up for the new program, “Pepper Perks”. Fans can earn qualifying points for purchases, which will go toward receiving the exclusive new flavor, but only for a limited time.
(Beverage Industry, August 2021)
(FOODDIVE, August 2021)
Sports & Fitness
Increase in fan viewership of the “Ted Lasso” second season. The first season of “Ted Lasso” gained a significant fan following, which continues to have momentum - showing the impact, emotion and excitement that viewers gauge from sports viewership and all the accompanying heartfelt moments, even when it is fictional. Apple TV+ hasn’t released any firm data surrounding viewership, but has confirmed that over the “Ted Lasso” season 2 premier weekend, Apple TV+ expanded its number of new viewers by a record-breaking 50% week over week.
(Variety, July 2021)
Higher debt-to-income ratio among older millennials than expected based on previous generations at similar ages according to the Federal Reserve Bank of St. Louis in 2019. The Bureau of Labor Statistics states that, typically, generations expect to hit their peak median weekly earnings between 35 and 54 years of age, but millennials are still working to recover from the 2008 financial crisis - a burden they will likely carry with them through their entire careers. As their income grows, it will not drastically change their lifestyle or disposable income, but rather go toward paying off debt or additional necessary payments, such as childcare costs.
(Fox Business, August 2021)
Of the 450,000 primetime ads on broadcast and cable TV (studied during February last year) showed people with a disability, according to Nielsen. This is not only a vast misrepresentation of 26% of the US population who live with a disability, according to the Centers of Disease Control and Prevention, but also, fails to include people with disabilities into everyday situations, including those that focus on shopping patterns and behaviors. This suggests that brands are failing to recognize the $21 billion of spending power among working age individuals with disabilities.
(Morningbrew, August 2021)
Trends And Social
Cryptocurrency creators, who claim they are trying to educate consumers, say their content is getting censored and taken down for violating community guidelines on TikTok. The platform recently rolled out a system that automatically removes content that is in violation of community guidelines. With this change, many creators are now considering a shift to Instagram, Twitter, YouTube and Discord if TikTok continues to remove crypto-related content.
(CNBC, August 2021)
Of young people play video games according to YPulse and the lines of music marketing is blurring in the space. Ariana Grande is the most recent star to have a Fortnite full event concert video, which debuted in early August as a five-show event. Players were able to follow Ariana on a concert through different magical realities according to YPulse. This event is a follow-up to the Travis Scott and Marshmello concert that took place in 2020 and showcases the increased interest and continuous participation from Gen Z in virtual concert series supports the increased role of video games in music marketing.
(Source: TechCrunch, August 2021)
(Source: YPulse, August 2021)
Of millennials said in 2021 that they have tried marijuana, compared to 29% when asked in 2018. This increase in consumption comes as marijuana becomes more mainstream, with 19 states, Washington, D.C., and Guam having legalized it, and as perceptions toward it improve. Moreover, daily marijuana use spiked during the pandemic, from 3% in 2019 to 14% in 2020. The number of millennials who have used CBD products also increased by 22% from 2019 to 2021.
(YPulse, August 2021)
(USNews, June 2021)
Collabs & Partnerships
National Geographic recently partnered with Tentree, a sustainable outdoor apparel brand known for its initiative to plant ten trees for every item purchased. The collaboration will include a collection of loungewear featuring the iconic gold border of National Geographic’s print magazine and prints of classic Nat Geo tree photography. The items will be sold online, at Tentree’s online store and at select retailers. This partnership comes as consumers continue to challenge brands to prioritize sustainability and environmental friendliness. According to Mintel, consumers are increasingly turning to simple, straightforward processes and behaviors to leave a positive impact. This translates to where and how they spend their money and time - and which businesses they support with those resources.
(Glossy, August 2021)
(Mintel, August 2021)
“Be vigilant to ensure that you aren’t excluding voices or perpetuating stereotypes. Be sure to ask questions and interrogate what you are bringing to the marketplace, even if you think you have it right. Be open to asking for help. Brands, just like people, will continue to make mistakes as you work to build an inclusive product line,” writes Mita Mallick, head of inclusion, equity and impact at Carta, in response to Mattel’s recent mistake in promoting its Tokyo Olympics collection, which didn’t include a doll who appeared to be Asian. While Mattel has made enormous strides in their DEI efforts, this launch forces the company, and all marketers, to consider that mistakes can and will still be made; there must be a focus on who has a seat at the table, and that brands must shatter stereotypes according to Mallick.
(Adweek, August 2021)