“The Future Majority” and How it will Reshape Brand Loyalty

Black, Latina, and AAPI women 40 and under — as well as LGBTQIA individuals in the same age range — will redefine what value-based brands look and act like

The Harris Poll today announced results of proprietary research commissioned by Dotdash Meredith and Omnicom Media Group that takes an in-depth look at the women who will reshape the future of brand expectations and loyalty. Defined in the study as “The Future Majority” (TFM), this group is comprised of Black, Latina, AAPI women and LGBTQIA individuals 40 and under.

The research reveals opportunities for marketers and companies to cultivate meaningful relationships with The Future Majority, whose members are driving spending across fashion, technology, beauty, outdoor living, travel, and investing, as well as in areas of physical and mental health. The survey finds that brands are not connecting with this sizeable, growing and influential consumer segment, missing the ability to develop a relationship with these consumers. In fact, 75% of survey respondents agreed with the statement, “I can’t name more than 5 brands that I have a deep or intimate relationship with (i.e., brand that ‘gets me’).” And, about a third (34%) of respondents are actively switching to brands that are better aligned with their values.

High-level research findings about The Future Majority are as follows:

• The future of loyalty is being defined by The Future Majority:
  • Its members are shopping activists, brand seekers, cultural influencers and brand advocates. Almost 9 in 10 (87%) say they will make it a priority to “take time to research brands, including their values and how they support communities I care about.”
  • Once they find brands that understand them, they share them with others and remain loyal customers. Seventy-seven percent of Future Majority members say, “I’m loyal to brands that demonstrate they understand me and / or my community.”
• Members of The Future Majority are looking for recognition and celebration of who they are:
  • Influence without recognition: TFM members know their communities deeply influence American culture, but feel unacknowledged (67%) and want to see them get more credit (74%).
  • TFM communities are full of joy and excellence, and they want to see that Almost 3 in 4 TFM members (74%), say their communities  cultivate their own joy, despite what the world puts them through, while 4 in 10 (43%) say brands can increase their joy in life by “giving women of color recognition where it is due.”
• TFM is raising expectations around what a “value-based” brand looks and acts like today:
  • Brands can’t afford to stand on the sidelines, as 74% of the TFM says they are experiencing a “pandemic within a pandemic,” intensified by racial inequity.
  • Discrimination is everywhere. A majority of TFM (81%) reports experiencing direct or indirect discrimination in the last 18 months.
  • TFM is looking for brands to stand up for labor/worker rights, importance of the Covid-19 vaccine, ending racial violence, social justice, and healthcare.
  • TFM’s advice for brands before standing up for issues is to get smarter, be honest, make long-term commitments and consult the community on the issue. According to the study, 87% of TFM agree that before speaking up on an issue, brands “must acknowledge past actions or mistakes.”
  • For TFM social media is not enough. Authentic allyship is demonstrated by long-term investments, employee education and political advocacy; while performative allyship is tied to social media and celebrity campaigns.
  • TFM is looking for inclusive brands, expressed not only through advertising, but fundamentally incorporated across the company. TFM expects to see women of color and LGBTQIA representation at the brand’s leadership table (81%) and incorporated into the innovation or design process of new products or services (79%).

“To build loyalty in the future with this active and engaged audience, brands should consider creating a TFM strategy that is centered around deep understanding, long-term commitments, transparent business practices, and a celebration of the joy and excellence that already exists in TFM communities,” said Libby Rodney, Chief Strategy Officer of The Harris Poll.

Shared at a virtual summit hosted by The Harris Poll, Dotdash Meredith, and Omnicom Media Group, the research consisted of a survey that was conducted online within the United States by The Harris Poll from Aug. 19 to Sept. 3, 2021, among 3,021 women. Data was cut by ethnicity/race, age, sexual orientation, parental status, region and others. To create this survey, the team partnered with a council of women from the BIPOC community (e.g., social justice activists, unconscious bias experts, business owners, peer influencers, and stay-at-home mothers) to inform the direction of the research and help ensure an authentic voice of TFM.

“OMG is committed to creating end-to-end solutions for our clients, and this research is a perfect example of that,” said Pam Marsh, Managing Director, Primary Research of OMG. “We lead with data to help our brand clients engage with their consumers in the most insightful, efficient and profitable manner possible. Teaming up with Dotdash Meredith and The Harris Poll created a trifecta of research and insights powerhouses that created the definitive research project related to the future of consumer engagement for brands.”

Dotdash Meredith and OMG are expected to launch a proprietary tool based on the results, which will help brands improve engagement with The Future Majority.  Brands that are interested in seeing this research on a deeper level should contact [email protected] or [email protected].

ABOUT THE HARRIS POLL

The Harris Poll is one of the longest-running surveys in the U.S., tracking public opinion, motivations, and social sentiment since 1963. It is now part of Harris Insights & Analytics, a global consulting and market research firm that delivers social intelligence for transformational times. The Harris Poll works with clients in three primary areas: building 21st-century corporate reputation, crafting brand strategy and performance tracking, and earning organic media through public relations research. Learn more at www.nharriscodev.wpengine.com and follow Harris Poll on Twitter and LinkedIn.

ABOUT OMG

Omnicom Media Group (OMG) is the media services division of Omnicom Group Inc. (NYSE: OMC), a leading global marketing and corporate communications company, providing services to more than 5,000 clients in more than 70 countries. Omnicom Media Group includes full- service media agencies Hearts & Science, OMD and PHD; performance marketing agency Resolution; Optimum Sports Media and Marketing; and the Annalect data and analytics division that developed and manages the Omni open  operating  and orchestration system underpinning all Omnicom agencies.

ABOUT DOTDASH MEREDITH

Dotdash Meredith is the largest digital and print publisher in America. From mobile to magazines, nearly 200 million people trust us to help them make decisions, take action, and find inspiration. Dotdash Meredith’s over 40 iconic brands include PEOPLE, Better Homes & Gardens, Verywell, FOOD & WINE, The Spruce, Allrecipes, Byrdie, REAL SIMPLE, Investopedia, and Southern Living. Dotdash Meredith is based in New York City and is an operating business of IAC (NASDAQ: IAC).

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Media Contact

Libby Rodney, The Harris Poll, [email protected], 646-594-8720