The Insight Scoop: September
By Charlie Gill
In this September edition we will explore:
· What are the dangers of ‘woke washing’?
· The rise of the fashion trend, business casual
· How half of brits say parents don’t need a child’s permission to share photos online
· How women talk less in Tarantino’s movies
· What are the Instagram insights you need to know?
· What are the top 3 brands Brits can’t imagine living without?
Consumers are often sceptical about brands that tap into societal issues; half think this is merely a marketing ploy rather than evidence of any genuine conviction. It’s a problem Unilever’s CEO has described as “woke washing” and which, he warned this summer, is not only “polluting purpose” but “threatens to further destroy trust in our industry, when it’s already in short supply." 81% of consumers consider brand trust when making purchase decisions, but only 34% trust the brands they buy from. Additionally, a 53% majority of consumers think brands “trust-wash” meaning they aren’t as committed to society as they claim. While brand trust is important, it comes into play after the core considerations of quality (85%), convenience (84%), and value (84%) and ingredients (82%). Societal impact considerations are also crucial, but it is when all 3 elements –product, customer experience and purpose – are combined that it “starts to get interesting” for brand custodians, and the impacts of their work begins to multiply. When a brand is trusted on product, customer service and societal impact, the % of consumers who will buy first, stay local to, and advocate for/defend it (68%) is 21 points higher than consumers who buy on product trust alone (47%).
Takeaway: 81% of consumers consider brand trust when making purchase decisions, but only 34% trust the brands they buy from.
People used to dress to impress at work. Women would squeeze into figure hugging pencil skirts and wear blister inducing high heels, while men were stuck wearing stuffy suit and tie combos, even when the thermometer topped 30 degrees.
Leather purses have been replaced by more practical backpacks; starched shirts have made way for cotton polos; brogues are out and loaders are in. Whereas once we would dress up, now we’re dressing down, even in formal industries like finance. Searches for formal clothing are on the decline, while searches for comfortable attire like loafers and oversized garments are on the rise.
It’s a reflection of deeper cultural changes, both in the office and beyond. The instinct to judge a book by its cover is changing, due to the rise of the tech industry. People spent long hours behind computers and felt the work they did was more important than their appearance. While the concept of “business casual” has existed since the 1990s, many people still don’t know what it means or how to pull it off – they go online to find out. Between 2017-2018, there was a 14% rise in global search queries using the term. US saw a 133% increase for “business casual examples”, whilst France there was a 127% increase for “smart casual menswear”.
Takeaway: Between 2017-2018, there was a 14% rise in global search queries of the term “business casual”.
Permission to share
Proud parents naturally want to share their child’s achievements. In the past this meant getting out dusty photo albums, now the rise of social media mean parents share photos of their kids online: 70% of British parents have done so at least once. When it comes to kids who should have the final say? 53% agree to some extent that until a child turns 18, parents should have the final say – but 39% disagree. Of parents who have children under 18 and use social media, 45% say they would not ask their children for their consent before doing so. When parents do ask for consent, the most common age to starting doing so is between 6 and 11.
53% post images of their children at least 2x a year and 16% do it multiple times a month. Snapchat-savvy parents are the most likely to post images of their kids (86% have posted at least one image).1 in 10 said they have posted photos online of their child nude, while 11% have used filters to change their child’s appearance. 32% have posted photos of their children containing identifying information e.g. school uniforms. Posting parents say they’re only shared with friends (88%) & family (84%). The biggest concern of parents who do not post photos of their kids is strangers would be able to view or share photos of their kids inappropriately.
Takeaway: Those parents who have children under 18 and use social media, 45% say they would not ask their children for consent before posting a photo of them.
Women in Tarantino films
Share of characters and lines spoken in movies by director Tarantino, by gender
At a press conference for his new movie "Once upon a time in Hollywood", star director Quentin Tarantino was asked why the female leading part in his film had fewer lines than her male counterparts. Tarantino refused to answer the question.
In fact, it wasn't the first time he was criticized for the way he depicts women in his films. In all ten films shown in our graphic there are fewer female roles and fewer lines uttered by women.
A recent analysis by "Time" shows how much less women speak in Tarantino’s movies. Women are only cast in 36 percent of roles in these ten Tarantino films.
However, their share of lines is even lower at 28 percent. The example of "Django Unchained" makes this particularly clear: 30.5 percent of roles are female, but their share of lines is only 7.6 percent combined.
Takeaway: In all ten films in the graphic there are fewer female roles and fewer lines uttered by women.
Quintly analysed the performance of 34,121 Instagram Business Profiles and 5.4 million posts between January 1st - June 30th 2019. With a growth of 16% of profiles with 100k-1m followers and 15.9% for profiles with 10k-100k followers those two profile groups were the most successful in growing their audience. Images are still the post format primarily used on Instagram, representing 68% of all published posts. They are followed by video posts with a share of 18% and carousel posts with just 14%. Larger profiles post more videos. Whilst the biggest profiles had a share of 30%, the smallest group had a share of just 10%.
An explanation for this may be due to influencers/celebrities/brands having budgets to produce video content for their social channels. Video posts receive up to 49% higher interactions than images and 19.4% more interactions than carousels. In terms of length of Instagram posts, 67% are longer than 150 characters; Instagram is now main communication channel. Looking at the average interactions of profiles with over 1m followers, posts without captions tend to get more interactions. More than 50% of all posts don’t include emojis, but no emojis can mean lower interactions. Whilst 35.2% of all posts contained 1-3 hashtags.
Takeaway: Videos posts receive up to 49% higher interactions than images.
Prophet surveyed 12.2k consumers in the UK to determine which 235 unique brands they simply cannot live without. Top 10 UK brands; NHS, Spotify, Netflix, PlayStation, Apple, Lego, Fitbit, Lush, Samsung & Google.
NHS Care we count on For over 70 years the NHS has stood as a symbol of national pride with a devout commitment to principles of equality and humanitarianism. People overwhelmingly believe in its commitment to improve their well-being and says it fills an important need in their life. While the future remains unclear, it’s important it remains to the UK national identity and sense of Britishness.
Spotify In tune with our music In the UK, is on track to have won over 4 out of 10 listeners by 2023. It’s much loved AI powered curation capabilities get better with every tap, and it grows more intuitive about Millennials and Gen Z by the hour. And it’s winning in non-musical audio, too, acquiring there major podcast providers.
Netflix Streaming that satisfies Netflix’s relevance is rising, fuelled both by new content and the nurturing of familiar friends. While facing competitive threats from Apple Plus and Disney Plus, we doubt fans will forsake it with many citing the streaming giant’s ability to continually finds new ways to tempt them.
Takeaway: The Top 10 UK brands people cannot live without are: NHS, Spotify, Netflix, PlayStation, Apple, Lego, Fitbit, Lush, Samsung & Google.