The Insight Scoop: February
By Charlie Gill
In this February edition we will explore:
- How brands are becoming more inclusive for people with disabilities
- Why vaping is on the rise
- How one in twenty British men now wear makeup
- How will the Oscars keep up with ever changing audience behaviours
- What are the expectations of UK teenagers
- What women want when it comes to loyalty
Inclusivity for disabilities
From Asos’ wheelchair-friendly jumpsuit to Starbucks opening its first sign language store, brands are making moves to cater for people beyond the mainstream and unlock the potential of the ‘Purple Pound’. The collective worth of the Purple Pound is £249bn to the UK economy. But many brands don’t know how to accommodate the needs of disabled consumers. Whether down to poorly designed stores, lack of staff training or simply not offering products and clothes that are disabled-friendly or, clothes so far from mainstream fashion trends, retailers are excluding one in five people in the UK who has a disability or impairment.
Those deep rooted prejudices around disability are, finally, beginning to loosen. The fashion industry might be quick when it comes to trends, but it has been slow to represent people of different sizes, ethnicities and abilities. 2018, however, saw Tommy Hilfiger’s create a range of clothes with one-handed zips, extended openings, adjustable waists and magnetic closures. There are developments outside fashion too. Starbucks opened its first sign language store in Washington, where all employers are fluent in American sign language. Even deaf employees wear an apron with ‘Starbucks’ spelled out in sign language.
Takeaway: In the UK one in five people have a disability or an impairment, meaning the Purple Pound is worth £249bn to the UK’s economy.
Vaping is on the rise
When e-cigarettes appeared 10 years ago, they were seen as the perfect remedy to quit smoking tobacco cigarettes. But, they’re not free from toxins, with many questions around their long-term health effects. Global Web Index data shows 11% of users only smoke e-cigarettes and around 1 in 5 are dual smokers. Dual smoking is also twice as common in the U.S than the UK. The U.S has a higher concentration of young vapers, with around 16% of 18-24 year olds using e-cigarettes compared to 10% in the UK. The National Youth Tobacco Survey 2018 identified an increase of 1.5m students using e-cigarettes between 2017 to 2018.
Over 80% of users say e-cigarettes helped them quit tobacco cigarettes. Around 3 in 5 of all internet users don’t think e-cigarettes are necessarily better than tobacco cigarettes. The belief that vaping is a safer alternative (44%) is the most popular reason for using them. Another top reason for using e-cigarettes is the appealing flavours and tastes available (42%). Close to 70% of internet users have concerns about the lack of research into the effects of e-cigarette chemicals on themselves and others. The main reasons why 18-24 year olds use e-cigarettes is because it’s cool and trendy (61%) and because their friends do it (52%).
Takeaway: Close to 70% of internet users have concerns about the lack of research into the effects of e-cigarette chemicals on themselves and others.
Lipstick for men
One in thirty (3%) men wear makeup either once a month (1%) or less (2%). One in fifty men wear it on a weekly basis, and one in a hundred (1%) wear it every single day. An additional 1% puts it on between two and six days a week. One in ten 18 to 24 year old men have worn makeup in private. One in a hundred have worn makeup to look more professional at work, in a job where it’s not specifically required i.e. they were not models. One in twenty-five (4%) have worn it when going out with friends in the evening. One in fifty (2%) have worn it when going out with friends during the day, and 2% have worn it on a date.
One in six men have worn makeup for a fancy dress event (15%), one in eleven (9%) for an amateur performance they were in, and one in twenty five (4%) for a specific themed performance they were seeing. When asked why they would wear makeup, men are most likely to state they simply “find it fun” (15%). Another one in eight (12%) say they wear it to express their personality and creativity. 13% wear to hide blemishes, 9% to hide a feature they are self-conscious about (9%), or to boost their confidence (8%). One in nine (11%) wear it to feel good when dressing up for a special occasion. And for one in fifty (2%) it’s simply a habit.
Takeaway: One in eight men say they wear makeup to express their personality and creativity, whilst 13% wear it to hide their blemishes.
The way we watch films has changed dramatically since the advent of streaming providers such as Netflix. Despite the Oscar's public struggles, around 52% of internet users in the U.S. and 36% in the UK say they were looking forward to watch it. But, around 1 in 4 internet users in the U.S and UK have not seen any of the Oscar nominated films from last year. This lack of interest in might partly be because the awards are often perceived as overly tedious and out-of-date with consumers’ interests and cultural conversations. So what do audiences value? What features do they expect to see in an Oscar-winning film?
Films celebrating diversity, are stealing the hearts of audiences. Coco, winner of best animated film at the Oscars 2018, is one example. Set in Mexico and rooted in the culture, Coco captured the most viewership of last year’s Oscar nominated movies in the U.S (41%). This year, the most watched film is Black Panther in both U.S and UK (44%). Blockbuster-style movies tend to attract more audiences. Around 60% believe the Oscars 2019 reflected greater diversity than previous years. Racial improvement is more prominent in the UK (54%), whereas the U.S. is more evenly split between racial (39%) and gender improvement (35%).
Takeaway: Internet users in the U.S. are more influenced by movies that have won awards like an Oscar compared to their UK counterparts (55% vs. 39%).
We all had dreams when we were younger, with our lives ahead of us and a world of possibilities to aim for. For a lot of us though, these dreams and expectations often don't quite match up with real life.
Regardless, how do the UK's teenagers today think their early adulthood will play out?
According to a new survey commissioned by financial services provider OneFamily, the average teen expects to leave home at the age of 22, go travelling at 23 and bag their dream job by the time they're 25.
The respondents predict things will start to get serious at the age of 28 when buying a home and having kids is on the agenda
As OneFamily points out, the final step on teens' roadmap - to be earning 'a lot' of money by the age of 29 - is perhaps the most unrealistic.
'A lot' was defined as £70,000, which according to Office for National Statistics data, is three times the average salary of a 30 year old in the country. But there's no harm in dreaming, is there?
Takeaway: Respondents predict things will get serious at age 28 when buying a home and kids are on the agenda.
What women want
Women are a key audience for loyalty programmes. They’re the primary spenders in most UK households, with 75% identifying themselves as the primary shopper in the household and are accountable for 85% of all consumer purchases. They’re also rapidly increasing their spending power; holding more bachelor’s degrees or higher than men, 35% of wives now earn more than their husbands, compared to 25% in 1990. 85% are part of a loyalty programme compared to 70% of men. Supermarkets & beauty in the UK are dominated by women. 74% of women are members of supermarket programmes, vs only 57% of men.
77% of women think programmes are a great way for brands to reward their loyal customers. 61% think all brands should offer programmes. Research has identified 3 main types of UK redeeming behaviour; those who save up for high value rewards, those who regularly redeem mid value rewards and those who quickly claim low value rewards. Women are collectors – 41% like to collect their rewards to get a higher value reward. 69% of women like to get advice before buying and the internet is their main source of information. 74% always utilise available deals, promotions and rewards when shopping (only 64% of men).
Takeaway: 77% of women think programmes are a great way for brands to reward their loyal customers.