Mood, Monotony And Motivation: Understanding Brand Success In 2022

Mood, Monotony And Motivation: Understanding Brand Success In 2022
Andrew McKean
By Andrew McKean



Mood, Monotony and Motivation are key themes covered in the new report from TEAM LEWIS in partnership with GWI.

TEAM LEWIS, a global marketing agency, released a report with market research firm GWI today.

The report dives into how today’s multi-moment audience is evolving and the changes the pandemic has brought about in today’s marketing multiverse.

Markets covered in the report include Australia, Belgium, France, Germany, Hong Kong, Italy, Malaysia, Netherlands, Portugal, Singapore, Spain, the UK and the U.S.

“It’s no longer as simple as getting in front of your audience with a single message as many times as possible,” says Simon Billington, executive creative director, TEAM LEWIS.

“Consumer expectations of a brand’s interaction with them is clear.”

“They want unique, attention-grabbing creativity delivered in a personalised way.”

“The complexity of the message and the vehicle the message is delivered in is paramount to success.”

With a rise in screen time and device ownership, unrestrained social media usage and growing concerns surrounding privacy, today’s audiences have an increased desire to impact the world around them.

These shifts point to three key themes covered in the report.

Ending monotony to avoid marketing immunity, understanding how mood can impact an audience, and tapping into key motivators to foster more meaningful connections.

Key Findings

  • Screen time: Continues to grow in most countries, with some exceptions like Australia and Singapore.
  • Device ownership: Globally audiences own at least three devices.
  • Social media usage: APAC countries use an average of four platforms daily.
  • Privacy attitudes: The top concern amongst consumers is how companies use their personal data online. This is closely followed by a preference to maintain anonymity.

Today’s Marketing Landscape

  • Leading channels: The website is still king, 56 per cent visited a brands website over the last month. Also, newsletters are still effective, 26 per cent read brand newsletters.
  • Expectations of consumers: Global consumers unanimously want brands to reliable, authentic and innovative.
  • Rise of audio: In the last three years, there has been an increase in the consumption of music streaming services and podcasts. Australia and Singapore are seeing the most growth in music streaming and podcast listenership YOY.
  • Social media scepticism: Only 23 per cent of consumers globally think social media is good for society.

See the full report here.




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GWI Simon Billington TEAM LEWIS

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