The Story Wave 11

1: Subaru Steers Towards Gen Z – Case Study 

Dependable car manufacturer Subaru has broadened their target customer to include the youngest generation of adults – Gen Z. Known for appealing to outdoorsy-types and safety-conscious parents, Subaru’s strategic shift follows the money – Gen Z’s buying power stands at $360 billion and is only going to rise. 

• At the close of 2022, Subaru’s brand equity significantly increased (+12.5) from Q3 to Q4 among Gen Z adults familiar with the Subaru brand, according to QuestBrand data. 
• Download our case study to discover why the Subaru brand resonates with Gen Z. 

2: Is a Robot After My Job? 

We’ve recently heard a lot about artificial intelligence’s (AI) artistic and analytical abilities from programs such as DALL-E 2 and ChatGPT. While some view these AI platforms as a fun novelty, others worry that these systems may overhaul today’s workforce. According to a recent Harris Poll study: 

• Half (50%) of workers do not trust generative AI technology. 
• Four-in-10 (44%) US adults think it is easy to tell the difference between something created by a human and something created by generative AI. 
• More than half (58%) of US adults think that AI creations are less impressive than human-made creations.  

Read the full blog to discover how AI could be seen as a valuable tool for workers. 

3: CEO Will Johnson on Consumer Polling and Navigating Polarizing Politics 

The Harris Poll co-CEO Will Johnson recently sat down with Impact magazine to discuss the current state of consumer polling, and how brands can navigate today’s highly charged political climate.  

How should brands respond to the current political climate? 

• “When it comes to navigating specific issues, brands must first examine how close the issue is to what the company does. For example, it makes sense for healthcare providers to be vocal about policies impacting their standard operations and their patients. But the further removed from the company’s line of business, the more caution its executives should exercise before speaking out on lightning-rod issues that may alienate key stakeholders. With that in mind, you can’t really go wrong with traditional corporate social responsibility efforts, such as service days and pro bono work.”  – Will Johnson

You’ve gotten a taste, now click here to read the full interview.