NFL favorability is up to 67% following vaccination mandates and a switch to digital tickets, according to our poll with @Sportico. https://bit.ly/2VEyaQI
Our recent poll in @FortuneMagazine found that Gen Z employees, at 33%, are the most uncomfortable about returning back to the office. Read more here --> https://bit.ly/2VIYaKU
20 years later, the 9/11 attacks are still seen by many (87%) as the biggest news event of the last half-century, according to our poll with @FastCompany. https://bit.ly/3hzHAET
More than 30% of vaccinated Americans have in some way stopped socializing with friends, family members or acquaintances because they’re unvaccinated against Covid-19, a new Harris poll finds, one of a number of growing consequences against those who continue to resist the shot.
The poll, conducted September 10-12 among 1,920 U.S. adults, found a combined 33% of vaccinated respondents had in some way “cut ties or ended relationships with” at least some unvaccinated people in their lives.
Of those, 8% said they “do not intend on socializing with them again,” 11% said they’ve cut ties but would see them again if they get the shot and 14% still speak to the unvaccinated person, but will not see them in person.
A further 27% said they haven’t cut ties but it “upsets” them that the unvaccinated person won’t get the shot, while 39% haven’t cut ties and believe it’s a “personal choice.”
The biggest groups to have taken steps against the unvaccinated people in their lives are Gen Z respondents (47% have in some way cut ties), Millennials (53%), Democrats (46%), people who live in the western U.S. (43%), Americans in urban areas (48%) and people who are employed (42%).
Of those who are vaccinated but have family members that aren’t, 41% said they have “regularly” tried to change their minds and persuade them to get the shot, while 26% said they have tried but “gave up.”
Among those that have tried to talk to their family member, only 18% said they successfully persuaded them to get the shot and 25% had family members that were “receptive” and are now considering vaccination, but 16% said it started an argument and 41% said they were unwilling to change their mind but both sides found “common ground.”
76%. That’s the percentage of vaccinated respondents with unvaccinated family members who are very or somewhat concerned their loved ones aren’t vaccinated, regardless of whether or not they’re keeping them in their lives.
The most prominent person so far to say she’s cut unvaccinated people out of her life is actor Jennifer Aniston, who said in an August interview with InStyle magazine she had “lost a few people in my weekly routine who have refused or did not disclose” their vaccination status. “It's tricky because everyone is entitled to their own opinion — but a lot of opinions don't feel based in anything except fear or propaganda,” Aniston said, calling the fact there are still a “large number of” people opposed to vaccination “a real shame.”
The share of vaccinated Americans who have cut ties with the unvaccinated has gone up since a Harris poll conducted August 6-8 found only 30% of vaccinated Gen Z respondents, 33% of Millennials, 9% of Gen X and 7% of Baby Boomers had cut ties—compared with 47%, 53%, 31% and 18% now, respectively. The poll comes as governments, businesses and others have imposed an increasing number of vaccination restrictions and penalties against the unvaccinated to try and boost vaccination rates, including requirements for people to show proof of vaccination at public places, vaccine mandates for employees and more narrow measures like Delta Air Lines now charging unvaccinated employees $200 more for health insurance each month. A number of unvaccinated people have now lost their jobs as a result, including some more high-profile people like Broadway star Laura Osnes, who had to bow out of a recent performance that required vaccinations, and multiple sports coaches who have refused the shot.
Read the full story at Forbes.
The vast majority of Americans still see the events of September 11, 2001, as the most significant news event of the last 50 years, beating even the global COVID-19 pandemic, according to a new exclusive Harris Poll conducted for Fast Company.
Among people who say they are familiar with 9/11, 87% agree that the terrorist attacks on the World Trade Center, the Pentagon, and Shanksville, Pennsylvania, were the No. 1 news event in the last half-century. The sentiment cuts across gender and age lines and includes people who weren’t yet born and those who are too young to remember the events of that crisp Tuesday morning. That’s the response of 83% of men, 90% of women, and 85% of respondents ages 18 to 34, which covers a chunk of Gen Zers.
As the United States commemorates the 20th anniversary of September 11, the influence of that day is still obvious—from increased security to a still-palpable Islamophobia to radio commercials about the 9/11 victims fund deadline and news stories about Guantanamo Bay detainees.
For people who didn’t live through the assassination of President John Kennedy, a key marker for baby boomers, this was a generation-defining moment. That the 9/11 attacks happened on U.S. soil—land that remained untouched through two world wars and hasn’t seen such fighting since the Civil War—made it all the more dramatic.
“The deliberate cruelty is why. It creates a strong emotional connection. The threat is very direct,” says Dr. Melanie Greenberg, a San Diego-based clinical psychologist and author of The Stress-Proof Brain. “With terrorism, it’s having an enemy. It’s something our mind clings to. It’s someone who wants to destroy us. Before 9/11, we felt pretty safe in the U.S. Terrorism was pretty minor. We felt invulnerable.”
The immediate shock of the event registered in a way that the current COVID-19 pandemic—a far deadlier crisis—doesn’t. The pain of 9/11 unleashed a new kind of horror—sudden, acute, and sharp—while the virus wreaking havoc around the planet is more of a slow burn. The beginning was a profound rapier, but it’s morphed into a long-term severity that constantly clubs us.
“Terrorism, you don’t know where that is. There’s no real estate,” explains Greenberg, who recalls breastfeeding her daughter during 9/11 and knows people who were supposed to be on flights or in the World Trade Center, but at the last minute weren’t. “[With] COVID, you can have safety if you’re in your house. There’s a bit more control of your exposure. Also, it’s not as deliberate. It’s a disease. It’s not personal. It’s not someone targeting you. It’s not tribal.”
The images of 9/11 were captured primarily by professionals. Some—the ash-covered people fleeing from the World Trade Center, the smoldering Pentagon, the second plane hitting the second tower, the Shanksville crater and the heartbreaking “Falling Man” picture—are seared into the minds of people who weren’t alive when it happened.
Gabe Zoda, a Hofstra University junior was born two days after 9/11. He calls the day “super important” and points to the moving footage of the tragedy, the tremendous loss of life, and the unity and resilience Americans showed in the aftermath as key reasons why it resonates with him. And as a Queens, New York, resident, Zoda went to high school with kids whose parents were New York City firefighters and police officers.
“Even though I wasn’t alive doesn’t mean it doesn’t mean anything. It didn’t affect just New York, but the whole world . . . and the legacy lives on to today in 2021,” he says. “Just being able to see all the video from that day and be able to take it apart, it always felt to me a little more real. Even though I’ve seen the Challenger [explosion] and the assassination of John F. Kennedy and all that stuff, the magnitude of stuff and visuals makes it more real. Like dang, that’s huge.”
The weighted Fast Company-Harris Poll of 1,053 U.S. adults was conducted between August 20 and 24. In the poll, 92% of respondents said they were familiar with the events of 9/11, including details such as who carried out attacks, the response by the U.S., and the number of deaths.
Read the full story at Fast Company.
When it comes to heading back to the office this fall, some workers are getting a reprieve as companies postpone return-to-work plans or switch to hybrid setups that allow for more remote work.
And that’s likely a relief to many Gen Z employees, those ages 18 to 24, who say they’re uncomfortable heading back into the office. Although the youngest generation is potentially less prone than older workers to life-threatening COVID-19 infections, Gen Z is the group most likely to say they're uncomfortable returning to work fully in-person, according to a recent survey from the Harris Poll.
About third of younger workers admitted they were uncomfortable going back to work, compared to roughly one in four millennials and Gen X employees, and 31% of baby boomers.
In many cases, it may not be health and safety that’s making Gen Z slightly more squeamish about heading back to the office. Changing norms mean that for Gen Z, many of whom started their first professional jobs remotely, working outside the office is now more comfortable. Hassan Mustefa, 23, quit his IT job over the summer after his employer made returning to the office mandatory starting at the beginning of June with only a few weeks’ notice.
“It just caught me and my coworkers completely off guard,” Mustefa told Fortune. Although he was hired 10 months previously with the expectation of working in an office eventually, Mustefa said his company promised there would be hybrid options and plenty of notice. But when the time came, he said, there were no conversations about hybrid workweeks, and he was given three weeks’ notice to make arrangements to move back to Denver from Atlanta, where he was living during the pandemic.
A week before he was set to return, the company delayed the return-to-the-office mandate until August, a move Mustefa said was frustrating because it made the situation unpredictable. Instead of packing his bags, Mustefa took a job with the Georgia Legislative Black Caucus in a role that allows for a hybrid schedule. While he’s now back working at an office, it’s only one or two days a week in-person.
“What's great about it is just that my manager's very transparent. If I'm not comfortable doing something, she's not going to make me. She’s made sure that safety is definitely the number one thing that we do,” Mustefa said.
After experiencing successful remote and hybrid models, Mustefa says he doesn’t anticipate ever working in an office full-time now. “When I was in college, I expected to be in an office all the time," he said. "As of right now, I don't think I ever see myself going back to the office five days a week. My whole professional career has been basically virtual.”
Gen Z are coming into a job market where the norms have been upended, said Julia Pollak, a labor economist at ZipRecruiter, a leading online employment marketplace. And that could impact their current and future career aspirations, as well as the attributes they look for in a job.
And some companies are adapting. Initially, Pollak said, companies posted remote jobs as a temporary kind of emergency arrangement. But over the past few months, there’s been a huge increase in job postings offering permanent remote work. “It does look like many companies are now finally kind of making a decision—the longer return-to-the-office dates get pushed back, the more and more will break in this direction,” Pollak predicts.
Many companies are also adopting or continuing flexible work arrangements through the fall. About 18% of companies plan to use a hybrid workweek this fall, according to a recent survey from PwC. Another 18% plan to use a mix of in-person and hybrid options, and 19% plan to require that employees work fully in person this fall.
“I see the value in going in-person, but things have to change, and companies have to adapt to what happened,” Mustefa said. “I've truly proven that I can do my work from home; I've shown that I can do my work from wherever.
“One of the reasons why I left my previous company was because I didn't feel like they were changing," he continued. "It definitely felt like they were just trying to go back to their old ways, and go back to like what normal was before, but we're in a new normal now. It's not going back to the same.”
Read the full story at Fortune.
Earlier this week, Sportico valued the average NFL team at $3.5 billion—evidence of the league’s monumental financial weight—but while a majority of people like the NFL, not everyone is enamored. Among the general public, 67% has a favorable opinion of the NFL, just a tick ahead of the NCAA (66%), according to a survey of nearly 2,000 Americans conducted by Harris Poll in collaboration with Sportico. Only a quarter of Americans (25%) have a “very favorable” opinion of the league.
Youth football participation has declined over the past decade, but young fans actually have a more positive opinion of the NFL than their older counterparts. Only 61% of Boomers have a favorable view of the league, compared to at least 69% of each younger generation. In contrast, NCAA favorability varies little across age groups.
NFL popularity also differs based on political affiliation. Democrats (79%) are much more likely to have a favorable view of the league than Republicans (59%) and independents (57%). Meanwhile, the same holds true of the NCAA, but to a much lesser extent, with 74% of Democrats and 66% of Republicans in favor of the organization.
Interestingly, commissioner Roger Goodell holds just a 57% favorability rating, considerably lower than the league he runs. Among NFL fans, however, 67% have a positive opinion of him.
On Tuesday, the Seattle Seahawks became the third NFL team to announce a vaccine-related attendance policy for the upcoming season. The Seahawks and New Orleans Saints will require fans to provide either proof of vaccination or a negative COVID test, while the Las Vegas Raiders will outright require vaccination. Some 66% of Americans say their NFL or college football team should require vaccination for all fans in attendance at games.
Even as more Americans are getting immunized, public opinion on vaccine mandates in sports has not shifted in the past year; 69% of people say that the NFL should have made vaccination mandatory for all players and coaching staff, nearly identical to the 67% and 68% who shared that opinion in January and June, respectively.
Obviously, those vaccinated are more in favor, but a significant 43% of unvaccinated Americans still think that the NFL should have instituted a mandate. Despite not doing so, the league did devote resources toward getting players vaccinated over the summer, and subsequently half of its teams have vaccination rates over 95%.
The NFL has become the first major sports league to require paperless ticketing, a move that was justified by COVID-19 concerns but has the other potential motivation of data collection. Nearly 97% of NFL Week 1 preseason attendees used mobile tickets, and as a result, more than 144,000 new customers were added to the league’s digital database.
More than three-quarters (76%) of Americans believe the NFL is right in its decision, including 81% of NFL fans. That level of support is notable given potential ramifications for fans who enjoy collecting physical tickets and those with concerns over data security, not to mention the roughly 15% of Americans who don’t own smartphones, according to The Athletic. Interestingly, older generations, who are less accustomed to new technology, are no less likely to agree with the NFL’s decision.
Unsurprisingly, 82% of vaccinated Americans agree with the ticketing policy on the basis of increased COVID precautions, while just 63% of those unvaccinated say the same. That divide, however, may be inextricably linked to another demographic split: 89% of Democrats agree with the decision to institute digital ticketing, but just 65% of Republicans.
Read the full story at Sportico.
Everyone is trying to figure out what to do about non-fungible tokens (NFTs). These modern tools, born out of the crypto boom, have been viewed as both a passing fad and a future tool for artistic compensation.
Recent research from The Harris Poll and R&CPMK found that about half of consumers familiar with NFTs (47%) are interested in brands offering them as a commercial product, providing new use cases for brand marketers to capitalize on the hyper-relevant digital tokens that occupy so much consumer mindshare. When leveraged correctly, NFTs offer several applications for driving increased revenue and awareness around brand products:
NFTs as an incentive for a larger purchase
Big-ticket items such as festival tickets, cars or trips can make most consumers hit pause and consider purchases. Unlike impulse buys - such as food, beverage or CPG products - these larger ticket items often require repeated exposures to creative campaigns or an extra incentive to push consumers over the line on a purchase.
Our research indicates that NFTs could offer marketers another tool for pushing customers through the funnel, with 30% of Americans stating they would like to receive an NFT as a gift with a purchase.
Indeed, the possibility of attaching an NFT to a purchase teases several value creation possibilities for brand marketers. For live events or travel, an expiring NFT offer could provide a sense of urgency to the purchase as an added incentive to buy now. NFTs could also offer a a seal of authenticity. For example, luxury brands such as Gucci are experimenting with NFTs tied to the purchase of their products. The NFT in this case serves as a luxury indicator, marking the occasion of the purchase and proving the authenticity of the brand to others or third-party buyers.
Whether driving immediacy for an upcoming purchase or as an addendum to prove the authenticity of a luxury item, incentive-based NFTs provide marketers innovative ways to leverage this new technology. By tying a unique token to a physical product or experience, it marks that purchase as special. And the specialized, unique value of NFTs can boost sales, create differentiation and ultimately increase the perceived consumer value of a product.
NFTs as commemorative memorabilia to deepen consumer connections
Much like apparel, figurines or trinkets, an NFT represents a myriad of options for marketers looking to create unique, commemorative items for specific events. Instead of tying an NFT to a purchase, marketers can use NFTs as a subsequent item to deepen consumer connection within a marketable moment in time as a token of appreciation.
In fact, 38% of consumers aware of NFTs in our survey stated that they prefer an NFT over physical memorabilia to commemorate their time at a sports or entertainment event. Memorable entertainment and sports events, which rank especially high on consumer passion indexes, have a unique opportunity to sell or give away NFTs to commemorate the occasion.
Sports leagues, teams and venues could distribute NFTs based on notable moments that took place during a game, such as a home run, game-winning goal or even a championship. Music venues could also craft NFTs representing the location, year and artist performing. Similarly, art festivals or exclusive cultural events could offer NFTs celebrating attendance.
Live Nation CEO Michael Rapino noted that NFTs are a major future-looking strategy for the company’s concerts and events, stating, “We envision Live Nation participating within the [NFT] marketplace by looking at some of our concert moments as magic moments that we could mint and attach to our ongoing ticketed festivals.”
Several sports teams, including Mark Cuban’s Dallas Mavericks, are also experimenting with NFTs to layer onto ticket sales. With so many moments to commemorate during an immersive live fan experience, NFTs present marketers with new ways of deepening consumer relationships by leveraging digital tokens that can capture those same moments and make them endlessly accessible to fans. In a not-too-distant future, fans may hear, “Thank you for coming, here’s an NFT.”
NFTs as additional revenue streams
As opposed to offering an NFT as strictly a purchase incentive or as memorabilia, they are also sellable products themselves—providing brands new ways of generating additional revenue beyond the initial purchase price. The tokens can represent almost anything, allowing brands to apply them liberally across different products.
Of consumers familiar with NFTs, 41% say they are likely to buy one, according to our research. And these potential buyers are most interested in purchasing the following types of NFTs:
34% would consider buying an NFT of a video game asset (e.g., characters, special armor)
33% would consider buying an NFT of artwork
30% would buy an NFT of a social media post
30% would buy an NFT of a video (e.g., event recording, interviews, blooper reels, etc.)
One of the most compelling applications is tying ancillary benefits to the purchase of an NFT. For example, the band Kings of Leon offered fans an NFT in exchange for a digital download and vinyl copy of its newest album, “When You See Yourself.” Taking the practice one step further, a higher value NFT gave the buyer lifetime front-row seats to Kings of Leon shows and special backstage passes. These benefits created new subproducts for the band, independent of album or ticket sales, that generated more than $2 million.
Entertainment, sports, the arts and cultural events are the industry categories where consumers are most likely to buy NFTs. For those consumers considering an NFT purchase, they were most likely to buy from a streaming platform (28%), an artist (27%), a blockchain trading platform (27%), a sports organization (19%) or at an in-person/virtual event (18%). For those innovative brands willing to experiment with ancillary NFT products, digital tokens offer fantastic ways for companies to increase their bottom lines.
As digital representations of the modern world with nearly zero creation costs, non-fungible tokens provide brand marketers limitless upside potential. They provide incentives for larger purchases by creating immediacy, additional value and marks of authenticity. And they can serve as unique memorabilia to deepen consumers’ connection to memorable moments, concerts or sporting events. Lastly, NFTs offer brands innovative ways to package digital products alongside physical ones to drive additional value. The only question that remains is, “What can you digitally dream up next?”
Read the full story at Ad Age.