The Story Wave 6

1. Financial Services: An Industry Snapshot

Our recent report on the state of the financial services industry explores consumer sentiment towards digital-only banks, credit card perks, and peer-to-peer (P2P) payment apps. Using QuestBrand data, we rank the leading financial services brands by brand equity and growth. Here are some key takeaways:

• While 64% of US adults say they would rather do their banking online, only 39% have opened an account with an online-only institution.
• More than half (55%) of consumers have opened a credit card account that they otherwise wouldn’t have to secure an exclusive perk.
• Almost two-thirds (70%) of US adults say they adjust their spending habits based on their credit card perks.

Download our report for a deeper dive into these and other emerging financial services trends.

2. COVID Hampered Kids’ Ability to Acquire Critical Soft Skills

Since the start of the COVID pandemic, there has been a nationwide decline in K-12 students’ math and reading scores. A recent Harris Poll study conducted on behalf of EF Educational Tours shows that kids are behind on more than just book learning. Parents are concerned that children missed out on learning critical “soft skills” such as perseverance, interpersonal skills, and mental flexibility:

• The majority (82%) of parents believe that children missed out on more than just academics during the 2020 and 2021 school years.
• Ninety percent of parents believe that career-ready skills are best acquired through real-life learning opportunities.
• Most parents (80%) think it is critical for kids to acquire problem-solving skills in grades K-12 to ensure readiness for college/the workforce.

Takeaway: “The pandemic had a profound impact on how parents view their child’s education. The survey results show that regardless of region, income or gender, parents value real-world, hands-on and immersive learning experiences in addition to traditional academics. Parents recognize how critical these skills are for their child’s future success.” — Erica Parker, Managing Director of The Harris Poll

3. Would You Like Some Goldfish with that Martini? – Brand Spotlight

We typically think of goldfish as a children’s food. Did you know that goldfish were originally launched in 1962 as a bar snack for adults? The brand has returned to targeting adults, with designs on capturing Gen Z and Millennial attention:

• Households without children make up half of regular Goldfish consumers.
• After ignoring this demographic for years, Goldfish has developed new products and marketing campaigns to appeal to young, childless adults.
• They seem to be doing something right. Using QuestBrand data, we see that Goldfish’s brand equity has been trending up since early 2020.

See how Goldfish increased brand equity among Gen Z and Millennials with bold new flavors and social media posts tailored to the 21+ crowd.