Author: edwin.wong

CHALLENGE, INSPIRE, & PACING CULTURE From the earliest cave paintings to the digital narratives of today, stories remain the foundation of human culture and shape our beliefs, our norms, and our place in it. Storytellers, whether they were ancient poets, playwrights, journalists, or content creators, have always held a unique power to challenge norms, inspire change, and set the pace of culture.   The hunger for meaningful narratives remains palpable. Nearly three-quarters of us, led by the voices of Gen Z (78%), believe we need more storytellers to challenge our thinking about identity and culture. This isn’t just passive consumption; it’s a call for engagement for 70% of consumers. However, in the ever-evolving landscape of human expression, it’s clear that the voices shaping our collective narrative are changing, and with them, the mediums through which we engage with ideas that challenge and inspire us. FROM CHANGE TO CHILL:  MUSICS EVOLVING ROLE For decades, musicians were the pulse of cultural change, giving voice to rebellion, identity, and social causes. From Billie Holiday’s haunting protest in Strange Fruit to Bob Dylan’s anthems of resistance, and from John Lennon’s calls for peace to Madonna’s fearless reinvention of gender and sexuality, music shaped the way generations saw the world.  But, has music shifted from its activism roots? As cultural expression shifts, 62% note that music as a tool for protest is fading – even more true for younger cohorts. Today, music has taken on a different role. Nearly half of us see it as more about entertainment than activism, with genres fragmenting and streaming options multiplying. The anthems that once united generations have given way to personal playlists that reflect individual experiences.   In fact, 48% of Gen Z see it as a platform for personal expression rather than collective action. These trends reflect how music has adapted to modern consumption and cultural shifts.  The pronounced scores for younger consumers like Gen Z and Millennials speaks to music’s evolving role in our lives. While algorithmically driven media platforms and experiences drive enticement and 1:1 personalization, one should posit if it fragments the congealing voice of unified storytelling and active choice. As Charlie Wetzel challenges, “Are we are entering a time where it’s about things that really happen not because we made them happen thanks to the algorithm?” VOICE OF A NEW GENERATION?  UHHHHH…. When we ask consumers if they can name JUST ONE person they’d consider the voice of this generation, 50% could not name even one person. For those who could: FILLING THE STORY TELLER VOID This shift has created a void in cultural commentary, opening the door for new voices and mediums to emerge.  Podcasts, in particular, are emerging as a driving force in shaping how we think and question the world around us. 1 in 4 believes podcasters are the voice of our generation, with 44% seeing podcasts as the most powerful medium for sharing stories that provoke thought and inspire critical questioning.  It’s clear that the landscape of cultural commentary is shifting. While some mourn the fading of music as a tool for protest, others celebrate the rise of more diverse voices. From social media influencers to everyday people sharing their stories, the democratization of storytelling is in full swing.  The question now is not whether we need new voices to challenge culture, but how we’ll respond to them. As podcasts continue to grow in influence, rivaling streaming platforms and traditional news outlets, they offer a unique opportunity to delve deep into the issues that shape our world. PODCASTS, THE FUTURE OF CULTURAL COMMENTARY While traditional forms of commentary like music activism may be waning, new mediums like podcasts are rising to fill the gap. These platforms offer a unique blend of depth, relatability, and accessibility that resonates with modern audiences seeking meaningful cultural discourse. Mass Medium: 34% of Americans listen to podcasts monthly, rivaling platforms like Instagram and TikTok. Critical Voice: Podcasters are considered nearly as important as journalists and filmmakers in telling stories that provoke thought. Cross-Platform Engagement: 72% of podcast listeners engage with creators beyond audio, with this figure rising to 80% for Gen Z1. Integrated Media Impact: Podcasts are among the top three most effective mediums for storytelling, alongside social media and streaming platforms.. Cultural Resonance: With 73% of respondents believing we need more storytellers to provoke critical thinking about culture and identity, podcasts are positioned as a key platform for driving cultural dialogue. The demand for voices that challenge norms and inspire critical thinking has never been stronger.   Partner today with these voices cross-platform from Vox Media’s Podcast network. It will be fascinating to see how podcasters and other emerging storytellers continue to shape our cultural narrative and drive important conversations about identity, society, and our collective future. METHODOLOGY Research Partner: This study was commissioned by Vox Media’s Insights and Research team, with surveys from Two Cents Insights. We surveyed over 2,000 U.S. adults representing the U.S. population.  Two Cents Insights is a boutique research agency that partners with brands and digital platforms to transform research into actionable insights. Their expertise lies at the intersection of consumer needs and business goals, fueling differentiated go-to-market strategies and customer-centric product development. Illustrator: Lauren O’Connell

NEW YORK, NY – FEBRUARY 20, 2025 – MAGNA and VOX MEDIA have been tracking the meteoric rise of podcasts since 2020, publishing research on how podcasts fit into media strategy, followed by a look at the content creators and hosts in the world of podcasts and their influence on listeners. In a new study called “It’s All in the Mind(set)” released today, VOX MEDIA and MAGNA move the conversation beyond the medium and the makers to go deeper on how – and why – brands should [1] consider listeners’ mindsets when advertising on podcasts. Podcasts have leapt forward to become the primary driver of the digital audio market, representing 40% of ad sales ($2.5bn) in 2024 and forecasted to grow by +11% this year, according to MAGNA (U.S. Advertising Forecast, December 2024). As audiences flocked to the space, brands followed. Podcast growth is expected to continue to outperform the total digital audio market in 2025. “It’s been exciting to see how both podcast audiences and advertisers have evolved over the past few years. Our new MAGNA research adds another dimension to how we understand listeners and how brands can derive even better returns on their media investments through tailored planning strategies,” – Dani Benowitz, Global Chief Negotiations Officer, IPG Mediabrands. The new study’s mission was two-fold: First, figure out the predominant listener mindsets and build profiles. Then, utilize the data to formulate media planning strategies aligned to these mindsets. The mindset profiles uncovered insights like why they were listening, how they felt in the moment, where podcasts fit into their daily routines, and more. The researchers found a treasure trove of information after analyzing the detailed diaries kept by over 2,000 research participants (aged 18+). The top 3 Mindsets were Indulgence (53%), Inspiration (31%), and Interconnect (16%). These were the listeners’ mental states during the podcast, not static states nor descriptors of specific people. The largest group – Indulgence Mindset – were joyful listeners who turned on their favorite podcast while at home or in a calm place to enjoy some “me time” and be entertained. Inspiration Mindset listeners were active go-getters, who sought mental fuel for their journey and chose a podcast – familiar or new – to boost their energy with quality content. The Interconnect Mindset included listeners with deep feelings, openness, and a high degree of trust, who wanted a sense of community and connection to the outside world. A theme across mindsets was the integration of podcasts into  listeners’ lives, and their engagement  beyond audio – on social media through likes and shares of shortened content (58%), followed a podcast host on social (53%), purchased products advertised (29%), met fellow fans IRL (20%), etc. “We keep audiences at the forefront of our podcast strategy,” said Bryon La Bumbard, VP, Podcast Partnerships, Vox Media. “When we can expertly align their listening preferences with both our programming content and advertisements from our brand partners, then we create a truly connected experience. Our research with MAGNA further empowers us to do this in a data-driven way, providing a holistic view across platform, audiences, and brands. This drives performance for our brand partners and, ultimately, better engagement with our listeners.”   – Bryon LaBumbard, Vice President, Podcast Partnerships, Vox Media. How Advertisers Can Piece Together Podcast Strategies: Marketers and planners should work closely with podcasts to understand advertising topics, tones, formats, and lengths to appeal to the audience’s mindset. For example, people in an Inspiration mindset listen in short bursts – under 30 minutes – while on the go. Brands with a good story to tell could resonate with more than two-thirds of the podcast listeners identified in this study. People in the Indulgence and Interconnect mindsets preferred fewer, longer ads, with Indulgence preferring host-read ads or brand sponsorships. Whether you’re a beauty brand, travel business or tech company, podcasts represent an opportunity, with most listeners finding any product and service suitable for advertising. Tapping into mindsets rather than audience data like demographics and interests supports an omnichannel media strategy as podcast content is multi-platform. In addition to digital audio, fans want to engage across TV/video (53%), radio/broadcast (53%), and print (42%). For more information and to read the full MAGNA Media Trials report, please click the link here or scroll through the full study down below: About MAGNA MAGNA is a leading global media intelligence company and part of the IPG Mediabrands network. Our trusted insights, proprietary trials offerings, and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity, and inquisitiveness. We support clients, media partners, and cross-functional teams through partnership, education, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com/and follow us on LinkedIn. Special Thanks: Kara Manatt, Courtney Berthiaume , Prayushi Amin, Suzette Meade, & Diana Young

As a new generation of breakout stars has proven, women’s sports are having a major moment — especially among younger fans. 2 in 3 Gen Zers and Millennials recognize that as athletes like Caitlin Clark, Cameron Brink, and Angel Reese quickly become household names, women’s team sports are becoming a bigger part of our cultural conversation. Right now, the rise in popularity of women’s team sports presents an exciting opportunity for advertisers who want to show up for a fast-growing audience of engaged superfans. To learn more about them, Vox Media gathered responses from 5,000 fans of both men’s and women’s sports, collected in May 2024, in collaboration with Humantel. Our aim was to explore what types of content appeal to women’s sports fans, and if there were any notable differences from men’s sports coverage. We found that, while the success of women in sports is nothing new, today’s women’s sports fans are more active, excited, and inspired than ever. Let’s dig into some of the reasons why. AN ACTIVE, ENGAGED FANDOM  One notable difference between men’s and women’s sports fandom is that exposure to men’s sports is often passive — passed down through family, especially fathers — while women’s sports fans are more likely to have been athletes themselves. 68% of men’s sports fans surveyed recall experiencing sports for the first time through TV (with half being introduced as young children), while women’s sports fandom is mainly discovered outside the home — with only 1 in 5 having learned about women’s sports during childhood. Because of the more active role they took in discovering fandom, women’s sports fans aren’t just interested in entertainment — sports are where they come to find inspiration, empowerment, and a sense of belonging in addition to a good time. They are also more likely to claim that sports fandom shapes their lives in meaningful ways. Q:   My experience participating in sports fandom provides…  Women’s sports fans are more likely to seek out activities that align with their values — including self-care, physical activity, healthy eating, reading, and travel, in addition to entertainment like live music and social media. PS Fit, which continues to be the #1 source for inclusive and accessible at-home video workouts, is made up of an active community of millions of sports and fitness enthusiasts with similar interests. Q: How important are each of these activities to your enjoyment of life overall?  Sue Bird and Megan Rapinoe, both champion athletes who use their platforms to shed light on important issues, will explore the intersection of sports and culture with the relaunch of A Touch More Live in partnership with Vox Media. Q: How much are men’s and women’s sports about…  THE ROLE OF MEDIA Media plays a major role in growing sports fandom, from TV coverage to online communities to amplifying influential voices within sports culture. However, women’s sports fans are significantly more likely to feel excluded. Q: What are the barriers to accessing women’s sports?  Over half (55%) of women’s sports fans surveyed say it’s difficult to follow the sports they love. These fans — especially younger generations — want more access, and are looking for brands that will help them get it. Launched in early 2024, The Cut’s “Keep It Moving” vertical is the site’s first dedicated sports section, shining a light on the athletes who are breaking barriers in women’s sports. And SB Nation, the longtime home for the internet’s most passionate fan communities, provides in-depth coverage of the WNBA, NWSL, and more. ADVERTISERS CAN’T LOSE Advertisers who are solely focused on aligning with men’s sports coverage are missing out on a major opportunity. This new audience of women’s sports fans is big, and is primed to get even bigger (the recent WNBA media rights deal represented a deal that was 6x larger than the last media rights deal, as reported by SB Nation). By aligning their products and messages with the interests of women’s sports fans, brands can foster deeper and more authentic relationships with consumers. This approach not only taps into the core interests of the audience but also allows for more personalized and impactful marketing strategies. Q: How interested are you in consuming sports news and information in the following formats?  It’s clear that enthusiasm for women’s team sports is only increasing, and fans are eager to follow their favorite teams. Until recently, a lack of access to content and coverage have lagged behind demand and created a feeling of exclusion, even while women’s sports fans have actively established and nurtured their team loyalty. By partnering with Vox Media brands PS, SB Nation, and The Cut — publishers that frame women’s sports in the context of gender equity and culture  — advertisers can be assured they’re reaching women’s sports fans authentically and on their terms. Research was conducted in partnership with Humantel’s Sports & Culture Collective. Humantel is a consumer insight collective. In partnership with small, curated groups of brand professionals, we conduct ongoing explorations into the emotions, values and attitudes that drive people to act.  Our special thanks to  Emma May-Bradley,  Steve Kantscheidt, Andy Borinstein, & Jessica Sterling.

For young anime consumers, 65% say it’s their preferred go-to media, a new survey from Vox Media and Polygon reveals.

Overcoming the Paradox of Chance

A new consumer survey from Vox Media and The Verge reveals how Americans are thinking about artificial intelligence.

Podcasters are now more persuasive than traditional influencers

CHAOS BREEDS GOBLIN MODE?  There’s a reason “Goblin mode” — acting “unapologetically self-indulgent… in a way that rejects social expectations” — was voted Oxford Dictionary’s 2022 word of the year. While the chaos of the pandemic may be (for the most part) behind us, the world has yet to return to a state of calm. In fact, many people feel that things are more disruptive than ever. Working with SightX, we surveyed 4,000 people with the goal of understanding the various anxieties and struggles consumers are now facing — whether they be political, economic, or health-related. This type of work isn’t the most comfortable, but it is honest. It’s also the best way for marketers to understand consumers’ current states of mind, and, ultimately, how to celebrate their resiliency through difficult circumstances. A REACTION TO CHAOS We utilized a well-defined psychological model known as “the 5 Fs” to understand how people currently perceive society’s response to chaos. Here’s what they said when asked how much they agree with each statement in regards to society at large: THE 5 Rs ARE WHAT REALLY MATTER Thankfully, our perception of general society doesn’t necessarily reflect our own personal reality. In other research from Vox Media, we are seeing a trend of defiance among consumers; for example, see what we forecasted as they approached the holiday shopping season in the face of recession indicators. REEMERGENCE The post-pandemic world will have ~⅘’s (78%) of people reconsidering priorities, values, and a readjustment to how they spend their time and energy. In fact, ⅖ believe they have a clearer sense of meaning. REINVENTION There is a desire for change as 68% are tired of the chaos, and nearly half are considerably more interested in reinventing themselves. ~60% say they are more willing to help others and are actively choosing to be more kind to others. In fact, kindness and helping are where we see the greatest difference of perception of self vs. perception of others. REEVALUATION As a response to the outside world, people will choose to focus on what they can control, prioritizing their mental wellness and cherishing their close relationships more than ever before. REESTABLISHING THE ROLE OF MEDIA  As a result, media will play a very different role in the lives of consumers. At the height of the pandemic, we saw a bifurcation of media we called the “Truth vs. Fantasy Spectrum.”  We saw a 60% increase in time spent on news, but also a 75% increase in escapism content. The rise of TikTok and the overinvestment of time spent on SVOD services by consumers was in direct response to a new media construct, as was the number of hours we spent on our algorithmic social feeds. But now, the media habits of consumers are set to evolve in 2023. We asked consumers to describe to a friend all the things they might watch, read, and engage with using the following words: Unsurprisingly, words like “upsetting,” “opinionated,” “real,” and “shocking” came up first. But when we asked consumers what they wished they could see more of, words like “necessary,” “practical,” “fair,” and “helpful” came to mind.  What came next was a desire for content that is prescriptive, explanatory, and challenges their beliefs. If you study the chart below, the largest gap difference is a desire for more positively emotive content that ultimately inspires calm, inclusivity, and empowerment. In contrast to our preferences at the height of the pandemic, where we were looking to escape anxiety and fear, there is now a much greater likelihood that people will want to read about what’s happening in the world. As Jim Bankoff, Vox Media CEO says, media will not win by way of the algorithm. Enduring companies will be built on information that is necessary, challenging, and positive.   Simply put, the media will play a clear and important role in what’s next, especially in combating the five Fs and inspiring the five Rs.  All of this is consistent with work we conducted last year with Vox audiences, which showed that 84% of news consumers want new ideas to help them solve problems, and 78% want the content they read to help them find real-world solutions. REFRAMING THIS YEAR Now that they’re coming out of “goblin mode,” people are approaching the new year with a sense of practical purpose; they’re examining the ways they can make small changes in their own lives before tackling some of the larger problems of the future. While many of us will continue to entertain ourselves with social feeds, a growing appetite for more substantive media presents an opportunity for purpose-driven content. Brands that align with quality journalism have the potential to make meaningful connections with consumers through 2023 and beyond. Methodology A survey was commissioned to ~2,500 consumers in March 2021. Our partner, SightX is a premium research partner. Their goal is to automate curiosity.

When a company says they’re committed to brand purpose or corporate social responsibility, what comes to mind? Do you associate these terms with concrete actions, or are they just marketing buzzwords like “green” or “clean?” Are you more willing to support a company if they claim to care about corporate social responsibility? Modern consumers are constantly defining and redefining themselves based on cultural and societal factors, changing perceptions of identity, and demographic shifts. In the past few years, as we have all grappled with unavoidable macro forces including a global pandemic, the accelerating effects of climate change, and systemic inequality, many brands have decided to participate in the conversation with their own declarations of and commitments to social responsibility and positive action. Today’s consumers have more choice than ever before, and more access to information to inform their purchasing decisions. Whereas a mere 25 years ago consumers received all of their information about brands via one-way channels — aka, direct advertising — any person can now proactively track everything from a company’s supply chain to their charitable donations to their PR missteps. As we discovered via previous research building audience trust is equally important as doing the “right thing,” brands can only achieve authentic connection by meeting consumers exactly where they are in terms of mindset, emotional state, and identity. To help marketers find expressions of corporate social responsibility and brand purpose that are authentic to their brands and most likely to resonate with today’s consumers, Vox Media partnered with the Axis Agency and BRANDthrō to answer three questions: A NEW WAY TO DO RESEARCH.  BRANDthrō’s ADVANCED RESEARCH METHODS Before jumping to the results, it’s important to understand why we elected to work with BRANDthrō.   Part of this analysis is based on the OCEAN personality model (see appendix) that has been written about extensively by leading psychologists to help explain how we feel and why we behave in certain ways. Essentially, the OCEAN model assigns categories to people based on behavioral and personality traits, which results in a more nuanced view of their actions. We can see the benefit of the OCEAN model in the analysis of a basic survey question: The OCEAN model and BRANDthrō look beyond the face value of this response, examining and categorizing the underlying emotions and personality traits that cause a person to say that brand purpose is very important to them. By using what BRANDthro calls emotional lookalikes, brands can reach new customers by targeting people who are likely to be interested in their business because they share similar emotional characteristics to existing customers. So, how is the consumer changing? Dramatic demographic changes — by race, age, gender identity, sexual orientation, disability status, and more — are altering the way in which people connect with brands, and also changing companies from within. The role of brand purpose will only become more important as the population changes. There is a definitive and emotionally engaging way of understanding concepts like multicultural, purpose, and inclusion that resonate for diverse populations. While consumers clearly understand a company’s need to make money, there is an expected social contract to address social issues and add social value. CONSUMERS’ DEMOGRAPHICS ARE CHANGING, AND WITH THAT COMES CHANGES IN OVERALL CONSUMER MINDSET, SENTIMENT, AND EXPECTATIONS Earlier this year at the ANA Masters conference, Mark Pritchard declared: “It’s high time to retire the archaic term general market. ‘General’ is only two letters different from ‘generic.’ And our job is to be distinctive. Not generic, not average, not homogenous.”   Shifting mindsets, even about what constitutes a “general market,” are evident in the way that consumers define their own identities. According to the 2020 US Census, more Americans than ever before self-identified as multiracial, an increase of 129% over the last decade. Yet many companies still target consumers by specific races and ethnicities leaving out cultural relevance or nuance. Savvier consumers with a more evolved view of their own identities expect more than gratuitous and simplistic campaigns without true representation and equity as the driving force. Demographically speaking, the US will become a minority-majority in less than a decade. What are the implications of that new reality? Are we to start creating ads that “speak” to every unique demographic group?  Do we create segmentations based on what you look like? What is the role of DEI+ in marketing now? Next-gen marketing strategies require much more nuance around cultural relevance. For example, inclusion does not guarantee that we deliver cultural relevance, and the aim is not to have one or the other, but both. If you believe the minority-majority is becoming a greater proportion of your audience, it’s not just the sheer size and numbers, but contextualizing the emotional mindset and delivering on the specific expectations of multicultural and diverse consumers that require cultural relevance, representation, and positive social impact on their communities. PURPOSE DRIVEN & OVERLY STRESSED  We compared those who self-selected as culturally diverse versus the general market (non-Hispanic white) population, and the results demonstrated that a more diverse audience exhibited a different emotional profile. When compared to those who self-defined as Caucasian, those who indicated they were culturally diverse had corresponding increases in the following OCEAN characteristics: conscientiousness, agreeableness, and anxiety. Generally speaking, culturally diverse respondents expressed a greater sense of purpose/discipline coupled with anger/anxiety/depression. This finding is hardly surprising given the tumultuous backdrop of the last several years, with an uptick in race-motivated crimes straining Asian, Black, Latinx, and other communities. It is reasonable to think that contemporary social issues have a great impact on multicultural and diverse communities. Thus, for brands to genuinely serve diverse audiences, they must recognize the different mindsets, priorities, and emotional states that these consumers bring to the table. HOW THESE CONSUMERS SEE THE DEFINITION TO COMPLICATED CONCEPTS We also looked into clearly and descriptively understanding three specific concepts: Understanding how a consumer emotionally engages with and defines these specific concepts is important to the way we construct communications, programs, and marketing efforts when we use