?? Oksoberfest
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Hi folks,
The Olympic Games will open on Friday, and the world will be tuning in…or will it? Only 1% of consumers in Ghana follow the games, which may have something to do with the fact the country has never won a gold medal. We'll keep our fingers crossed for them this time around.?
Scroll down to read about Sikh riders, poor man’s meals, and the Milei effect.
Stats to power your week
?? Is that a light we see at the end of the tunnel? Some of our data points indicate that the cost of living crisis is easing. A good example – the number who cite “product price” as an important factor when buying household products has dropped for the first time since 2021. Little wonder Waitrose is on the up – nature is healing. GWI Core Plus (UK)
?Keep an eye on your heart rate monitor for this one: the number of Americans who use some kind of tracking app has increased 15% since 2020, with the biggest increases coming for health (+33%) and sleep (+32%). GWI USA?
?? Last week we told you that Endometriosis Australia has launched its first ever national TV campaign – an important milestone for what can be a debilitating, if often overlooked, condition. This just in: it affects 1 in 10 women in the country. GWI Zeitgeist
?? May we turn the tables for a moment? We’ve been experimenting with using our consumer data to profile marketers, with some revealing results. Among other things, UK marketers are more than twice as likely to want to stand out in a crowd – a similar finding to the “empathy gap” Andrew Tenzer and Ian Murray have written about.? GWI Core
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?We’ve just completed a study into gender bias across 11 markets, and one insight in particular jumped out. In virtually every country, women identify more bias against their gender, in almost every area. The exception is Singapore, where men perceive more bias against them in education, healthcare, media, politics, and the workplace. GWI Zeitgeist
Chart of the week
You might have heard of Javier Milei, the man who was elected President of Argentina in late 2023, on a platform of radical reform and spending cuts. With our latest wave of research, we can see what effect his election has had on the country’s consumers.
?The immediate effect has been striking. Consumer confidence in Argentina has been stubbornly low in the last few years (not helped by triple-digit annual inflation), but during the first part of this year, it propelled above 2019 figures for the first time.
?So far, so good. But it’ll be interesting to see how much of this lasts, and how much is just a natural honeymoon period. Colombia offers a useful model in this regard – the country also experienced a boost in confidence following elections in 2022, but this quickly reverted to normal.?
More from GWI
This is an abridged version of our weekly newsletter, ‘On the dot’. To get the full edition in all its glory, subscribe to the real deal.