The Story Wave 19

1: Bose & The Power of Purpose-Driven Marketing – Case Study

Over the last decade, only 2.8% of the top songs were produced by women. Electronics manufacturer Bose decided that it’s time for women to achieve equal representation in music production.

• To kick off Women’s History Month this past March, Bose launched Turn the Dial, a campaign addressing the barriers preventing women and non-binary people from having an equal voice in music production.
• Bose’s purpose-driven marketing campaign appears to have resonated with female consumers. According to QuestBrand data, Bose’s brand equity (+6.5) among women significantly increased from Q4 2022 to Q1 2023.
• Bose also saw significant gains in the trial (+7.0) phase of their sales conversion funnel, signaling that female consumers were more willing to try Bose products in early 2023 than they had been at the end of 2022.

Read the full case study now!

2: Should Automakers Rethink Their Customer Relationships? – AdAge Op-Ed

Harris Poll co-CEO Will Johnson penned an Op-Ed for AdAge, exploring how the car buying experience must evolve as younger consumers’ expectations shift.

“We are witnessing a generational sea change in car buying, both in terms of how and what consumers are purchasing.”

• Less than a third (29%) of Baby Boomers, but more than half of Gen Zers (55%) and Millennials (57%), are comfortable buying a vehicle from an online-only dealer.
• While 61% of Americans bought their vehicle from a dealership, this drops to 35% among Gen Z and 45% among Millennial consumers.
• More than half of Gen Zers (56%) and Millennials (63%), but only 21% of Baby Boomers, say it is likely that their next vehicle will be electric.

Looking for more automotive insights? Download our Automotive Industry Snapshot!

3: Despite Inflation, Americans Won’t Sacrifice Grilling this Summer

A recent Harris Poll survey for Omaha Steaks found that US adults are embracing the start of grilling season, despite the pressures from high food inflation.

• While 40% of US adults have cut back on purchases due to inflation, more than half (55%) of Americans are unwilling to cut back on grilling with family and friends.
• The vast majority (92%) of US adults look forward to grilling – 84% agree that they would like to grill more this summer than they did in summer 2022.
• Seven-in-10 (68%) Americans enjoy grilling’s sensory experience, while one-third (35%) consider grilling a stress reliever.