State of Consumer Engagement 2022

Report
78 Pages
August 2022
Region: Global
Horowitz Research
ID: 5807201

Nowadays, the lines between entertainment, politics, and social causes have blurred, and consumers are more savvy than ever about what brands stand for. The State of Consumer Engagement 2022 study addresses the expectations consumers have about representation and inclusion in content and advertising, how cultural shifts are impacting those expectations, and the direct impact it has on viewing and purchase behavior when brands are more inclusive and representative. We keep a finger on the pulse of different segments of American consumers and their attitudes towards hot-button topics such as race relations, social justice, climate change, abortion rights, immigration, LGBTQIA+ rights, women’s rights, political orientation, and religion to help media companies, advertisers, advertising/marketing agencies, and PR companies make smart decisions about DEI both in front of the camera and in their corporate decision-making. The survey was conducted in July 2022 among 1,800 adults 18+. Data have been weighted to ensure results are representative of the overall U.S. population. The report is available in total market, FOCUS Latinx, FOCUS Black, and FOCUS Asian editions.

1. MEDIA USAGE

1.1 Types of Media Consumed Every Day/Almost Every Day
1.2 Specific Devices Used Every Day/Almost Every Day
1.3 Social Media Apps/Services Used Daily
1.4 Ways in Which Consumers Typically Use Social Media
1.5 Types of Social Media Accounts Followed (Aided)

2. ADVERTISING LANDSCAPE

2.1 Advertising Tactics Consumers Feel Are The Most Effective to Reach Them (Aided)
2.2 Importance of Different Factors in Purchase Decisions
2.3 Usage/Interaction With Advertising Features

3. BEYOND ADVERTISING

3.1 Importance of Social, Political, Environmental Activities
3.2 Statements Respondents Agree with More Related to Corporations Investing in Neighborhoods They Have Businesses In.
3.3 Percent of Consumers that Have Taken Action with a Company Based on The Company’s Alignment with Sociopolitical Issues
3.4 Specific Actions Taken Based on the Company’s Alignment with Sociopolitical Issues
3.5 Companies that Consumers Have Taken Positive or Negative Action Towards (Unaided)
3.6 Impact of Company Policies and Values in Decision to Buy from the Company
3.7 Impact of Showing Diversity in Ads in Decision to Buy from the Company
3.8 Percent of Consumers Seeing More Ads Featuring Diverse People, Lifestyles, and Cultures, LGBTQIA+ People and Communities, and Women in Non-Stereotypical Roles
3.9 Percent of Consumers Seeing More Companies Making a Sincere Effort Towards Diversity, Equity, and Inclusion in Business Practices
3.10 Percent of Consumers Seeing More Companies That Are Insincere in Their Efforts Towards Diversity, Equity, and Inclusion Because They Just Want to Get More Business

4. MEDIA AND REPRESENTATION

4.1 Role of Media in Helping Change Stereotypes and Negative Opinions About Different Groups
4.2 Perception of Change in Amount of Representation and Positive Portrayals of Diverse Actors and Characters in Scripted Shows
4.3 Perception of Change in Amount of News Coverage Affecting Different Racial Groups
4.4 Impact of Representation of Diverse Actors on Decision to Start Watching a Show/Movie
4.5 Impact of Representation of Diverse Characters and Communities on Decision to Start Watching a Show/Movie
4.6 Language Used to Consume Media
4.7 Perception of How Different Media Brands Showcase Diverse Talent and/or Content

Table of Contents

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