In today’s episode MaryLeigh Bliss, Chief Content Officer at YPulse, delves into their latest tracking report on young consumers' gaming behaviors, challenging myths and exploring the profound impact of gaming on their lives. 

Myths Busted:

• Gaming is a Male-Only Activity. False. Both genders engage in gaming, with 98% of young men and 92% of young women participating.
• Gamers Are Hardcore Enthusiasts. False. Self-identifying as a gamer doesn't necessarily correlate with how frequently one plays. While 95% of young people play video or mobile games, only 66% identify as gamers.
• Gamers Are Only Interested in Violent Games. False. The gaming landscape is diverse, with top games including violent (Call of Duty) and non-violent (Candy Crush, Roblox) options. The notion that gamers exclusively prefer violent content is outdated.
• Gamers Are Socially Isolated. False. Gaming fosters social connections, with 73% of self-identified gamers stating that video games help them be social. Titles like Fortnite and Roblox enable virtual socializing and friendships.
• Gaming is a Passive Activity, Like TV. False. Gaming is an active, immersive experience requiring constant engagement. Unlike TV, second screening is challenging, offering brands a unique opportunity for focused consumer attention. Young people are open to brand presence in gaming spaces if done authentically, enhancing rather than disrupting the gaming experience.

In today’s episode William Tincup, President of Recruiting Daily, explores the realm of Applicant Tracking Systems (ATS) and how to navigate them. He highlights the importance of customizing resumes and focusing on skills.

Key Discussion Points:

• What an Applicant Tracking System (ATS) is and how the language you use in your resume influences how you are ranked for recruiters. 
• How you can adjust your resume and LinkedIn profile to help lessen ageism's impact.
• Why you shouldn’t ‘Spray and Pray’ when applying for a new position and how generative AI can help make the process less onerous.
• Why it’s critical to highlight your skills, in addition to your accomplishments.
• Why, when applying through a portal, you don’t need to sweat the cover letter.

In today’s podcast marketing expert Martin Schreier, Head of the Department of Marketing at WU Vienna and Editor in Chief of the International Journal of Research in Marketing, discusses the challenges and opportunities presented by generative AI in academic research and marketing. The discussion emphasizes the need for transparency, human involvement in the creative process, and a thoughtful approach to the evolving landscape of AI in both academia and marketing. 

Key Points:

Transparency in AI: Generative AI holds great potential for research, however, it's crucial to be transparent when using it to uphold academic integrity.

Creativity and AI: Generative AI can help with idea generation and problem-solving in diverse fields, but human input remains vital for refining and implementing these ideas.

Democratizing Marketing: Generative AI can enable individuals and smaller entities to take part in marketing activities, fostering a more diverse and inclusive marketing landscape.

Societal and Economic Impact: Consideration should be given to the societal and economic impacts of a future where humans and AI collaborate to boost productivity and job satisfaction.

Brands need to understand and adapt to the preferences of Gen Z and Millennials in the evolving social media landscape. YPulse’s Chief Content Officer, MaryLeigh Bliss, explores young consumers' behaviors on social media and the opportunities for brands.

Key Topics:

1. TikTok's Growth: From its beginnings as Musical.ly, TikTok's growth has been extraordinary, with user rates among young people jumping from 5% in 2019 to 53% in 2022.

2. Generational Preferences: TikTok is the preferred platform for Gen Z, with nearly 75% using it, but it's the third choice for Millennials.

3. Twitter's Limited Effect: Twitter is less influential, with only 25% of Gen Z and 30% using the platform. Not an optimal choice for marketers targeting young consumers.

4. Generational Definitions: There's confusion regarding the definitions of generations like Gen Z and Gen Alpha. An understanding of age ranges and life stages is key for accurate insights.

5. Social Media as a Search Engine: Youth increasingly use platforms like TikTok and Instagram as search engines. Brands need to optimize their content for this shift.

6. Active Engagement: Young consumers are active on an average of six social platforms.

7. Advice: Establish an organic presence on TikTok, tap into YouTube's dynamics, and engage with comments.

Understanding these dynamics offers brands the opportunity to connect authentically with their target audience on their preferred platforms.

YPulse is the leading authority on Millennials and Gen Z: tweens, teens, college students, and young adults. We provide strategic insight to companies and organizations via our subscription-based syndicated research content as well as our custom research and consulting services. Staffed with a cross-functional team of researchers, marketers, writers, and technologists, we give our clients a 360-degree view of what it’s like to be a Millennial or Gen Z in America today.

Patrick Esposito, author and CEO, illuminates the path to entrepreneurial success. His book, "The Structure of Success," serves as a practical manual for small and mid-sized businesses. In today’s interview he flips the script, diving into failure — and how entrepreneurs can avoid it.

Highlights from the interview:

• Factors leading to Business Failure: Esposito identifies five major causes for small and medium-sized businesses' downfall:
  • Disputes between co-owners.
  • Inability to evolve the business model.
  • Execution failure during a merger, acquisition, or sale.
  •   Inadequate internal infrastructure.
  •   Ineffective disaster management.
•  Tackling the challenges: Esposito provides sage advice for each business challenge, such as drafting clear shareholder agreements and staying receptive to customer feedback.
• Understanding the Complexity of Scaling: Emphasizing the essential role of delegation, Esposito advises businesses to acknowledge personal limitations and employ specialists for critical operations.
• Dealing with Ambiguity: Esposito advocates for swift and diligent decisions rather than waiting for perfect data, allowing for necessary adjustments later.

Click here to purchase the book   

In the ever-evolving field of marketing, the challenge has always been optimizing the marketing mix. We were fortunate to discuss this complex topic with Prof. Koen Pauwels, a renowned marketing expert at Northeastern University and co-founder of the Data Initiative. His insight provided us with valuable guidance on how to approach and refine our marketing strategies.

Topics discussed: 

The Power of a Framework: Input, Throughput, and Output Use a basic framework for marketing mix optimization: input, throughput, and output. Align marketing goals with business objectives to chart a path to success. Understand business goals like growth or resource constraints and adjust your marketing efforts accordingly. Track hard metrics like sales to ensure alignment with these objectives.

The Myth of ROI as a Silver Bullet Metric Avoid solely relying on ROI; it's an efficiency metric that can mislead you into reducing marketing investments and harming growth. Look instead at effectiveness metrics like profits and sales, which offer a better benchmark.

The Role of Content and Creativity Creative content is more important than the channel used for its delivery. A well-crafted message is a primary driver of advertising effectiveness.

Content Marketing Alignment of your content with the consumer's purpose for the website visit is key. In-depth integration can effectively boost your campaign.

Frequency and Timing: A Delicate Balancing Act No universal rule for frequency and timing in campaigns is available. The traditional wisdom of minimum exposures has evolved with today's digital consumer behaviors. Testing and data collection can help identify the optimal frequency and reach.

In this interview, Dr. Kyle Murray details how sustainable behavior can be effectively promoted through an understanding of values, energy, and consumer experience. By leveraging these insights, we can motivate greater engagement in eco-friendly actions.

Key Points:

• Value and energy dynamics: Sustainable behavior hinges on consumer values and energy level. Grasping this interplay enables us to motivate eco-conscious actions.
• Energy-effort correlation: High energy levels combined with genuine willingness reduce perceived effort in sustainable practices.
• Energizing consumers: Creating energetic environments can facilitate greater consumer participation in sustainable behavior.

In this episode MaryLeigh Bliss, Chief Content Officer of YPulse, shares valuable insights into the media consumption habits of Gen Z and millennials.

Some highlights that were discussed:

• Preferred Content Platforms: Tik Tok might be GenZ’s favorite social media platform, but 63% of young consumers use Netflix weekly and they report that it is their content platform of choice, beating out not only TikTok, but also Disney, Amazon Prime, and Hulu.
• When forced to pick between streaming services and social media, 54% of young consumers choose streaming services.
• Social platforms are critical to content discovery, with 63% of young consumers saying that seeing show clips on their “for you” page or in their social feed, makes them want to watch shows.
• The long and the short of it is … that young consumer preferences are evenly split between short-form and long-form video content .
• Smartphones are the favored devices for young consumers to watch content - underscoring the importance of optimizing user experiences for mobile devices.

In today's information-rich world, crafting clear and impactful messages is crucial. In today’s conversation Todd Rogers, Harvard University professor of public policy, shares his key principles on how to engage your audience and ensure your message is understood.

Here are some of the topics covered:

1. Less is More: Everyone is skimming. Limit word usage and stick to the core ideas.

2. Make Reading Easy: Using simple words and syntax help guarantee that your reader will easily understand what you want to convey.

3. Use Formatting to Direct Your Reader: Headlines are signposts for your readers, guiding them to your main message.

4. Understand Your Audience: Write with an understanding of what your reader cares about and how it dovetails with the goal of your communication.

5. Make responding easy. Remove as much friction as possible. Make it clear what you want from your reader.  

In today’s podcast Cortney Harding provides valuable insights into the metaverse, its potential, and the ethical considerations that come with AI, making it a fascinating conversation for anyone interested in the future of technology and virtual experiences.

Topics include:

• Futurist Timeframes: Think in terms of a 5-to-10-year time horizon. Further spans lapse into the realm of science fiction due to unpredictability.
• Ethical Considerations: Explore ethical implications of recreating loved ones or past relationships within the Metaverse, highlighting the need for protocols and consent mechanisms.
• AI Assistance: AI could potentially alleviate mundane tasks and facilitate more efficient customer service. The key to implementation, according to Courtney, lies in consent and proper management.
• AI Verification: the necessity of consent and verification in AI use, highlighting issues arising from unverified and unauthorized information scrapings.
  
• Measuring Metaverse Success: For effective engagement in the Metaverse, take a community-first, sales-second approach. Successful implementation involves ongoing investment and proper resource allocation.
  
• Generational and Cultural Perspectives: There are notably different attitudes towards the Metaverse based on geographical location, with developing countries showing more excitement than developed nations.

Gabriella Mirabelli interviews Dr. Nadia Abou Nabout, an expert in interactive marketing and social media, about the challenges marketers face in digital advertising and practical guidance for assessing the effectiveness of various targeting strategies in today's dynamic landscape.

Click here for the show notes - where you can find a link to the research paper, published in the IJRM, that holds the formula you need to assess your targeting's true potential! 

In the competitive landscape of brand marketing, understanding and harnessing authenticity is the key to capturing the hearts and loyalty of Gen Z consumers. As our interview with Anastasia Pelot from YPulse reveals, authenticity isn't just a buzzword; it's a potent strategy for connecting with the next generation of consumers.

Takeaways include:

• Authenticity Assessment: To determine brand authenticity, YPulse surveyed a staggering 75,000 people aged 13 to 22. This data was collected over the past year, from July to July, giving us a snapshot of how authentic brands were perceived during that time.
• Components of Brand Authenticity: Authenticity, as Anastasia explains, is multifaceted. It primarily hinges on a brand being true to its personality, which includes traits like honesty, transparency, and a genuine passion for their products.
• Notable Brands and Rankings: The interview shares the top five ‘most authentic’ brand rankings in North America as well as the top five in Western.
• Tips for Authenticity on a Budget: Practical advice for marketers on a budget. Engaging authentically on social media, understanding platform cultures, and ensuring consistent messaging can all enhance brand authenticity.

”… leadership intelligence and its eight related essentials are not some fuzzy, high-level concepts. Leadership intelligence is about taking deliberate, concrete action steps. That is why we call leadership intelligence an “action sport.”  

–  Doug Lennick & Chuck Wachendorfer, Don’t Wait for Someone Else to Fix It

In today’s podcast Doug Lennick and Chuck Wachendorfer discuss their new book, Don’t Wait for Someone Else to Fix It, and some of the essential things people need to do to enhance their impact at work, home and anywhere else that they need to show up.

Topics include:

1. Self-Awareness and Leadership Logic Chain: The importance of self-awareness and how it forms the foundation of the leadership logic chain, leading to effective decision-making, self-management, and ultimately, successful leadership.

2. The Role of Feedback and Trust: How trust is essential for open and honest feedback within an organization, and the importance of leaders building trust to create an environment where employees feel safe providing feedback.

3. Moral Intelligence and Responsibility: The significance of integrating integrity and responsibility into leadership. These qualities contribute to high-performing organizations and inspire others.

4. Quantifiable vs. Being Goals: The difference between quantifiable goals and state-of-being goals, highlighting the importance of both in personal and professional growth. Setting KPIs for being goals is also discussed.

5. Continuous Improvement and Goal Setting: The idea that goal achievement is a part of life's journey, not an endpoint.

”It was electrifying. It was wonderful. But it was also anxiety-provoking. It was stress-inducing. It was hell. It was wonderful. And it was hell. … I was in Wonderhell”  

–  Laura Gassner Otting, Wonderhell

In today’s podcast Laura Glassner Otting discusses her new book, Wonderhell.

Topics include:

• Who defines success.
• The importance of practice.
• The benefit of burning bridges.
• The power of accountability.

Click link to purchase the book   https://www.amazon.com/Wonderhell-Success-Doesnt-Should-About/dp/1646871227

Anthropomorphic products are items or objects that exhibit human-like characteristics, either in appearance, behavior, or personality. These products often feature human traits, such as faces, expressions, or even names, making them relatable and engaging to consumers. 

In today’s conversation, Dr. Rhonda Hadi, describes her research into anthropomorphic products and what she and her colleagues found regarding how certain cultural traits influence consumer preferences, shedding light on why we see more anthropomorphic products in particular markets.

Key items explored:

• Cultural Influence: How cultural traits play a significant role in shaping consumer preferences for anthropomorphic products. 
• Marketing Strategies: Understanding the power collectivism and individualism is a valuable tool for marketers when making targeting decisions and deploying anthropomorphic marketing, packaging, or communications.  

“The marketing people are the ones in a position to be the idea originators, the concept builders, the ones who put the “start” in “startup.” Marketing people understand the marketplace, they understand consumers and they know what those consumers like and don’t like about the way things are going at any given time.”   –  Allen Adamson, Seeing The How 

In today’s podcast Allen Adamson, a renowned branding expert, co-founder of MetaForce and author of Seeing The How, brings his unique insights to the forefront, shedding light on how marketers can thrive in today's dynamic landscape. 

Key topics discussed in this episode:

Rethinking Innovation: Why it's not about creating a better mousetrap but rather understanding and adapting to changing consumer needs.

The Role of Marketing: How marketers are in a prime position to drive innovation within their organizations by closely interacting with consumers and recognizing emerging trends.

Ethnographic Thinking: Customers can't see around corners are rarely predict their future desires, but if you come to the conversation with an ethnographer’s heart, there are some strategies marketers can use to truly connect with consumers and unlock innovative growth opportunities.

“What ultimately makes the difference is you and the intentional steps you take to move beyond your comfort zone into your growth zone; be a bridge between people that would otherwise remain separated; and get comfortable with being uncomfortable. The true solution to a better tomorrow is what lies within you today.”  

–  Dr. Randal Pinkett, Data-Driven DEI

In today’s podcast Dr. Randal Pinkett discusses his new book, Data-Driven DEI, and some of the practical steps businesses and leaders can take to improve their organization’s culture, climate, policies, and practices.

Topics include:

• The importance of data in DEI efforts.
• The business case for DEI and advice for people interested in initiating efforts with senior leadership at their own companies.
• How to address employee resistance and fatigue in DEI initiatives.

In this podcast Antonin Facatier, Editorial Director for Western Europe at YPulse, discusses the attitudes and behaviors of young consumers across Western Europe.

Topics include:

• The staggering impact of climate change on consumer consciousness and behavior.
• What happens when economic challenges dovetail with environmental concerns.
• The nature of racism and social unrest in Western Europe and the lingering impact of World War II.
• Why, in Western Europe, sabbaticals aren’t just for academics.

In this interview with Christopher Volk, author of The Value Equation, we learn valuable insights into the world of business and wealth creation. As a seasoned entrepreneur and author, Volk sheds light on key aspects that contribute to business success, ranging from value creation and cash flow management to the evolving landscape of industries.

Topics include:

• The importance of a well-defined business model.
• Why cash flow management is so crucial for business success.
• Three business efficiencies and how they are levers for success.

From the foundational importance of strong business models to the critical role of cash flow management and the often-underestimated significance of capital and asset efficiency, these key takeaways provide a roadmap for entrepreneurs, investors, and leaders to navigate the challenges and opportunities that come their way. By incorporating these lessons into their endeavors, individuals can position themselves for long-term success in an ever-evolving business landscape.

Today we’re speaking with Annetta Grant, an assistant professor of markets, innovation, and design at Bucknell University, about crowdsourcing and its impact on consumer experience and innovation. The interview delves into the definition of crowdsourcing, its benefits and risks, and its connection to organizational justice and community dynamics within crowdsourcing initiatives. 

The conversation interview sheds light on the complexity of crowdsourcing initiatives, the significance of fairness in maintaining community engagement, and the delicate balance required to ensure successful and ethical crowdsourcing practices.

Topics include:

1. Definition of crowdsourcing and how it is distinct from, for example, user-generated entertainment content.   

2. The benefits and risks of crowdsourcing and the importance of managing the crowdsourcing community to avoid negative repercussions.

3. The dynamics found withing crowdsourcing communities and importance of perceived fairness to the success of the crowdsourcing effort.

The impact of inequity in access to capital is a perpetuation of socioeconomic disparities, hindering the growth and success of marginalized individuals and communities. This systemic imbalance further widens the wealth gap, limiting opportunities for upward mobility and stifling overall economic progress.

In today's episode, we engage in a thought-provoking conversation with Meralis Hood, the CEO of Entrepreneurship for All (EforAll), a non-profit organization with a mission to accelerate economic and social impact through inclusive entrepreneurship. Our exploration centers around how reshaping the execution of business investment can empower small businesses, creating a positive impact on communities.

Topics include:

• Why an accelerator program is at the core of EforAll’s efforts. 

• Why coachability and a dynamic mindset is so important for entrepreneurial success.

• Why EforAll's theory of change leads them to focus on small businesses.

• Why the EforAll’s success metrics are so much better than the US average

In today’s episode Dan Coates, YPulse’s CEO, delves into how, two years post pandemic, young consumers are feeling about IRL and virtual experiences.

Topics include:

• Why in-person experiences are back with a vengeance.
• What phigital means and why it’s an opportunity for brands.
• The mindset shift that’s behind where young consumers are spending their money.

Effective communication plays a critical role in navigating the complexities of interpersonal relationships, business transactions, and crisis management.

In today’s podcast Michael Maslansky, CEO of maslansky + partners, delves into the importance of effective communication and the challenges it poses in various contexts.

Topics include:

• The gap between what we say and what they hear.
• Why aligning to your audiences’ perspective can help you overcome communication challenges.
• Why context and word choice are so important.

In a world where sponsorship can play a vital role in brand building, marketers often fail to understand how to maximize its effectiveness. Today we’re speaking with Marc Mazodier, Professor of Marketing at ESSEC Business School, whose academic research focuses on brand management and marketing communication efficacy. 

Our conversation explores how sponsorship works, why it works, and how to make the most of it. 

Topics include:

•  Why sports sponsorship delivers a lot of bang for the marketing buck. 
• Why making consumers work a little bit can capture attention and positively influence consumer reactions. 
• The difference between brand positioning and brand image and how to use them when selecting the right sponsorship opportunity for your brand.

In the realm of fan engagement, SuperQuickQuestion, created by Dave Benson, has revolutionized the way fans interact with their favorite teams and players. Through their unique platform for one-on-one video chats, they have redefined fan engagement, offering a direct and unparalleled level of communication and connection.

Key Issues Discussed in the Interview:

• Discovering the gold mine in solving business frustrations.
• The transformative power of truly listening in an initial sales meeting.
• The competitive advantage of doing less but doing it exceptionally well.
• SuperQuickQuestion's branding and revenue model, providing teams and sponsors with a branded experience and a mutually beneficial revenue stream.
• The significance of creating ephemeral, synchronous shared moments for fostering closer connections and genuine communication.