4 Min Read
Live From SPORT BEACH – Cannes Edition
The latest trends in society and culture from The Harris Poll
Good morning from a sweltering Cannes, where we’ve been at Stagwell’s SPORT BEACH all week. The Harris Poll is in full force this week, and among so many great meetings, reconnecting with the legendary BBH creative OG Sir John Hegarty, co-founder of Bartle Bogle Hegarty and now The Business of Creativity, was a highlight. (Oh, and this gold thing on the right). Go NY Go!
One interesting number: 51. Gen Z is toughing it out. Half (51%) say they rarely or never take over-the-counter pain relievers (v. MLS: 33%). Doesn’t help that a third (33%) have no idea what aspirin does specifically.
Craft Beer’s Mixed Signals
The craft beer category was roaring until COVID. But after years of declining consumption, the upticks got us wondering, who’s really drinking it today and why – in a Brewers Association-Harris Poll:
- What we found: Craft beer drinkers are more engaged than a year ago. Monthly craft beer consumption is up, reaching the highest level since 2019-2020 (85%, +10%-pts from last year). So are taproom visits and purchases.
- The stat you can’t ignore: Yet, for the general population, monthly craft beer consumption declined, with nearly half (45%) of adults skipping craft altogether.
- What to consider: Younger drinkers aren’t bringing relief, as over a quarter (28%) are drinking less craft than a year ago. In 2019, that number was 16%.
What this means: The category has become less automatic for the general public, which is troubling in an industry that is growing more crowded and polarized each year. Craft will have to work harder to win attention, dollars, and loyalty that it once earned more easily.
YouTube Does It Best
Digital audio listeners sure do love YouTube/YouTube Music, in our latest work with eMarketer.
- What we found: YouTube was the most-used digital audio platform as it reached half (51%) of U.S. digital audio listeners. It stood at the top, with Spotify and Amazon Music following behind (39% and 25%).
- The stat you can’t ignore: That’s not all. YouTube viewers streamed more than 700 million hours of video podcasts on their TVs in a single month.
- What to consider: It’s the pull of both music and podcasts that has streamers pulling up YouTube videos. Music accounts for the most listening time among digital audio listeners, but podcasts punch above their weight in driving listeners to make an immediate purchase after hearing a podcast ad.
What this means: This is all part of a larger story. Back in November, YouTube captured 12.9% of all U.S. streaming time – more than any other streamer – with a +19.4% YoY.
LGBTQ+ Employees Feel They Have To Censor Themselves When on the Clock
We found that for many LGBTQ+ employees, the culture of their workplaces is forcing them to change their own behavior to avoid friction, as featured in Fast Company.
- What we found: Only a third of LGBTQ+ workers believe their workplace has an outwardly supportive culture and policies that cater to them.
- The stat you can’t ignore: Nearly two-thirds (64%) of LGBTQ+ employees say they have altered their behavior or censored themselves at work.
- What to consider: Other employees are noticing, too. Workers who don’t identify as LGBTQ+ say their workplace’s treatment of LGBTQ+ workers is a reflection of how they treat all their employees (62%).
What this means: There are real concerns that employers will lose talent if this trend continues. If they felt they were no longer supported, two-thirds of LGBTQ+ employees would leave their company altogether.
