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The Insight Scoop: June

The Insight Scoop: June

By Charlie Gill

In this June edition we will explore:

  • How two thirds of Brits say no to dogs at work
  • How travellers are wanting to go back to nature this summer
  • What is the greatest damage UK toddlers cause?
  • Why the future of fast food is personalisation
  • How Burnout is gaining momentum in 2019
  • Why there needs to be better health protection for eSports players

 

 

No dogs

Dogs may be a man’s best friend, but does that mean they should be trotting along to the office with you every day?

More and more workplaces are adopting ‘dog friendly policies’. And once a year on ‘Bring Your Dog To Work Day’, a nationwide campaign encourages dog owners to bring their four legged friend into the office.

Two thirds of Brits think employees should not be allowed to bring dogs into the workplace. One in four (23%) don’t have an issue with it. The rest (12%) don’t know.

Women are slightly more likely than men to think dogs should be allowed in the workplace: 27% say so compared to 19% of men. 70% of men saying they should not be allowed compared to 60% of women.

Young people are significantly more likely to think the workplace should be doggie-friendly - but even then, the no's outweigh the yes's by a large amount.  A third (35%) of 18-24s think dogs should be allowed, while half (50%) say they should not.

Among those aged 55 and above, < one in five (17%) think dogs should be allowed.

 

Takeaway: Women and young people are more likely to think dogs should be allowed in the workplace.

Link: https://yougov.co.uk/topics/economy/articles-reports/2019/06/21/no-dogs-work-say-two-thirds-brits

 

 

 

Summer holidays

January blues aside, mid-June and mid-July are the peak times people plan their summer travel. Comparing the Q1 of 2019 to the same time period in 2018 we see that travellers across EMEA are looking to go back to nature as they research forest holidays, camping areas and nature reserves. Some of the most searched for destinations this year are those that allow travellers to be closer to nature – and spend time with people of a similar age. For travel closer to home, weekend getaways are popular alongside day trips, ranging from organised bus tours to theme parks. Cultural events are high on people’s summer lists.

Popular destinations: Travellers go back to nature

Premium campaign +450% Germany

Forest holiday +55% UK

Nature reserve +40% UK

For adults +180% Russia

For seniors +45% Spain

Educational farm +40% France

Shorter trips: Day tours, wellness weekends, and dinosaurs

Weekend holidays +85% UK

Day tours +80% Germany

Wellness Weekend +60% Germany

Theme parks +205% Russia

Carnival +55% France

Dinosaur exhibition +55% Spain

 

Takeaway: UK audiences are searching for forest holidays, nature reserves and weekend holidays.

Link: https://www.thinkwithgoogle.com/intl/en-gb/summer-holiday-trends-travellers-go-back-nature-and-back-time/

 

 

 

Toddler damage

Anyone with a toddler at home will know about the 'child-proofing' measures needed to reduce the danger of their latest family member getting hurt or injured around the house. 

What every parent will also know though, is the danger that the toddler poses to the house itself!

According to research by Direct Line Home Insurance, the average toddler will cause £400 of damage to the home and its contents.

The survey, conducted by Opinium, reveals the damage most often experienced by parents during this tricky phase.

On top of the list is 'ruined paintwork or wallpaper' - reported by almost half of parents. All parents should probably expect furniture to be soiled in some form or other (44 percent), but an unlucky 19 percent even said their toddler had ripped their furnishings.

More dangerous, though less common, are damaged electrical cables (6 percent) and broken windows (4 percent).

Takeaway: 48% of parents report that their toddler has ruined their paintwork or wallpaper.

Link: https://www.statista.com/chart/18505/home-damage-caused-by-uk-toddlers/

 

 

 

Fast Food

% of fast food orderers who would like to see the following when it comes to food

52% being able to customise menu options

43% healthier menu options

28% more options reflective of local cuisine

21% organic ingredients

20% more meat alternative/replacements

17% speciality dietary options

A lack of healthy options puts some barriers on consumers eating fast food; 12% who haven’t eaten fast food in the past month didn’t do so because options weren’t healthy enough, though a general wish not to spend money (41%) was the biggest reason not to visit a fast food restaurant.

% of fast food orderers who would like to see the following from their preferred fast food restaurant

Better customer service 45%

Restaurants closer to where I live 39%

Quicker food delivery 38%

More delivery options 29%

Recommendations based on my preferences 22%

Suggestions based on the weather/time of day 15%

While investments into fast food technology can power quicker and more customised orders, consumers still value good service when ordering.

 

Takeaway: Better customer service and being able to customise menu options are two of the most important things to fast food orderers.

Link: https://blog.globalwebindex.com/chart-of-the-week/future-of-fast-food/

 

 

 

Burnout

Burnout was once referred to as reaching a moment of pure exhaustion, where physically and mentally an individual had nothing left to give. It was viewed as being temporary, a state that could only exist for so long before a break became essential. However, with the recent announcement that the WHO added burnout to its International Classification of Diseases, its impact might not be as fleeting. BuzzFeed coined Millennials as the “Burnout Generation” and reasoning went beyond putting in long hours at work. A stressful work day is now followed by the mental stress of feeling like you’re not doing as well as someone on social media.

Nearly half of US aged 18-24 have experienced anxiety in the past year, compared to a ¼ of all consumers, and 41% of US moms have experienced anxiety the past year, compared to 23% of dads. A higher percent of consumers who visit fitness clubs say they’re motivated to hit the gym to relive stress in comparison to those who go to lose weight. David Lloyd revealed that a majority of young people prefer going to the gym over a nightclub. Burnout won’t be resolved through one activity, it will need various factors. But, the trend of fitness proves the importance of looking at the drivers of certain activities more holistically.

 

Takeaway: A stressful work day is now followed by the mental stress of feeling like you’re not doing as well as someone on social media.

Link: https://www.mintel.com/blog/new-market-trends/burnout-gains-momentum-in-2019-is-working-out-the-cure

 

 

 

eSports health

Esports enthusiasts are proliferating throughout the world. Latest figures suggest the global audience for eSports will reach 1.1 billion by 2021, while in 2019, the global market will generate revenues of £8.6m. The strain and pressure faced by eSports athletes is often dismissed due to lack of visible injury. When in reality, the intense and repetitive nature of the activity leaves players extremely vulnerable to both mental and physical ailments. According to a recent study in the British Journal of Medicine, players regularly experience eye fatigue and neck, back and wrist pain, yet only 2% have sought medical attention.

Suggesting eSport professionals do not have – or feel unable to express – their health concerns in the same way as conventional sports players - wellness in eSports remains underdeveloped. By the time [these athletes] turn 23 or 24, they’re a relic in this industry. Unfortunately, this early-age burnout happens far more often than most would expect. The average eSports athlete retires in their mid-20s after what's known as 'the grind' – a fast-paced, high-stress career that ends in game over. One reason? eSports players chase short-term, impactful goals, ignoring the pacing required to achieve longevity in play.

 

Takeaway: While negative stigma around gaming is gradually fading, eSports is still some way from becoming a recognised competitive activity.

Link: https://www.thefuturelaboratory.com/blog/esports-players-need-better-health-protection

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The Author

Charlie Gill

Charlie Gill

Insights & Planning Executive

Charlie is part of the Planning and Insights team here at twentysix. Using her BSc in Psychology, Charlie's work involves researching customer's behaviour and motivations, as well as their world around them. From going out and speaking to consumers in their natural habitats to conducting research in our in-house biometric lab, Charlie uses multiple techniques to become an expert on your customer.

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