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Vox Media and Carat Present: The Duality of Media

Media moves at the speed of culture, and culture seems to be changing faster than ever before. In 2023, Vox Media and Carat teamed up on a mission to define a new cultural framework based on this duality. We wanted to understand the role that media and culture play in consumers’ lives, the forces that shape how culture is consumed and spread, and how brands can harness culture to create deeper consumer connections. Through a joint research study, we uncovered a dueling need for culture to satisfy both niche and mass connections. Advancements in media and tech over recent years have enabled consumers to develop and indulge their individual identities and passions — but an over-reliance on algorithms has left us feeling isolated and disconnected from each other. Ready to regain control of their lives, consumers are seeking a greater balance between niche passions and mass cultural moments that make them feel part of the collective. This desire for balance is reshaping media and culture in fundamental ways. Download the full report here to explore key insights including: Dueling desires for self-actualization and connection are shaping media consumption: Nearly 2 in 3 consumers feel in control of the media they consume. For the most part, social media, online video sites, and music top daily overall media usage. Where we start to see nuance is in the role these channels play in making consumers feel connected. Social media is skewing “too niche”: 1 in 3 surveyed believe social feeds are starting to become too specific. As a result, half are sharing less on social media platforms than they once were, and a third of consumers see less engagement. While consumers are spending a ton of time online, only 44% agree that their digital connections are also their “real friends in real

February 7, 2024
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Vox Media Earns Top Score For Fifth Consecutive Year on Human Rights Campaign Foundation’s Annual Assessment for LGBTQ+ Workplace Equality

For the fifth year, Vox Media is pleased to celebrate its ongoing commitment to fostering LGBTQ+ inclusion and diversity, earning the Equality 100 Award from the Human Rights Campaign Foundation’s 2023-2024 Corporate Equality Index, the nation’s foremost benchmarking survey and report measuring corporate policies and practices related to LGBTQ+ workplace equality. Vox Media joins the ranks of 545 major US businesses that also earned Equality 100 this year. You can read the full report here. The Corporate Equality Index rates companies on detailed criteria under four central pillars: Non-discrimination policies across business entities; Equitable benefits for LGBTQ+ workers and their families; Supporting an inclusive culture; and, Corporate social responsibility. Vox Media continuously seeks to build and maintain an inclusive, supportive environment for employees in various ways. The company provides educational services to advance inclusivity for diverse gender identities, orientations, and perspectives across every department, including through annual anti-harassment training and a new workshop about gender identity and pronouns to foster an inclusive environment. “This recognition reflects our commitment to an inclusive culture – I’m grateful to all our employees who have contributed their time, experiences and voices to support our DEI+ efforts,” said Christopher Clermont, vice president, DEI+, Vox Media. “Benchmarks like the Corporate Equality Index provide clear and comprehensive standards for our company to assess and sustainably make real progress. While we celebrate this achievement internally, we recognize that there is much more progress to be made against a backdrop of anti-LGBTQ+ sentiments and policies in much of the United States.” Vox Media also offers inclusive benefits to support access to gender-affirming care, HIV care, family planning services, and mental health. The Benefits team created a guide to help colleagues understand and access them easily, and the P.R.I.D.E Employee Resource Group (ERG) hosts monthly check-ins open to every member

December 8, 2023
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The Dodo and Universal Pictures Launch “Duck Week,” a Multi-Platform Campaign for Illumination’s Animated Film, Migration

The Dodo, the the #1 most-viewed and most-engaged with animal brand globally [source: Tubular Labs, March 2023], and Universal Pictures today announced a first-of-its-kind, multi-platform, social-first partnership leading up to the premiere of Illumination’s animated film, Migration. Kicking off today, “Duck Week” is a week-long digital event devoted to classic Dodo-style duck videos and introduces the world to the stars of Illumination’s latest animated film. “Duck Week” will feature cross-platform programming including a dedicated hub on The Dodo’s editorial site and video and social content devoted to the the most irresistible, compelling, and delightful stories of ducks including a German Shepherd that supervises a duckling during bathtime, a duck that loves to swim with her favorite cow, and so much more. “Ducks are quirky, cute, fierce, and wildly underrepresented for the loveable animals that they are,” said YuJung Kim, publisher at The Dodo. “And in true Dodo fashion, alongside Universal Pictures, we’re giving ducks the stage they deserve through original, heartwarming stories.” Since its inception in 2014, The Dodo has collaborated with thousands of partners to develop original video content, from TikToks to linear shows, that reach millions of animal lovers across the globe. With over 1B lifetime views to duck-themed videos, The Dodo is uniquely equipped to celebrate the internet’s irreverent and delightful obsession with ducks. As the #1 animal media brand on the internet, The Dodo created a revolutionary approach to social storytelling that positioned animals as the protagonists of their stories. Series including “Dream Date” and “Animal House” continue the media brand’s commitment to creating original, family-inclusive content that evokes joy across all age groups, influences the way we see pets as family and makes loving animals a mainstream cause. In 2019, The Dodo launched its family programming brand, “Dodo Kids,” with a dedicated YouTube channel tailored

December 3, 2023
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The Allstate Foundation, Vox Creative and Hello Sunshine Renew Partnership to Empower Survivors of Financial Abuse

In recognition of Domestic Violence Awareness Month, The Allstate Foundation, Vox Creative and Hello Sunshine, a part of Candle Media, have joined forces for a second consecutive year to launch a powerful multi-platform campaign aimed at raising awareness and inspiring action around financial abuse, an often overlooked component of domestic violence. This collaborative initiative seeks to amplify and empower stories from survivors, dispel common misconceptions, and offer vital resources to support survivors. Domestic violence is often thought of exclusively as physical or emotional abuse. However, financial abuse plays a critical yet overlooked role in perpetuating abusive relationships.  According to the National Network to End Domestic Violence, despite 78% of Americans not recognizing financial abuse as domestic violence, studies show it occurs in nearly 99% of abusive situations and is the number one barrier to survivor safety. In the United States, one in four women and one in seven men experience domestic violence, with financial abuse present in almost all cases, with systemically marginalized communities like those in the LGBTQ+ community and people of color disproportionately impacted by domestic violence. Bringing awareness to this invisible form of abuse is key to empowering survivors to make decisions that support their safety. “Relationship abuse is everywhere and it’s nowhere all at once. It’s so pervasive and prominent, but also so rarely spoken about and normalized in American culture, said Sharisse Kimbro, program officer at The Allstate Foundation. “The Allstate Foundation recognizes these systematic challenges and believes in survivor-centered storytelling – a value shared with Vox Creative and HelloSunshine. Our partnership aims to support survivors, inspire advocacy and drive action to change norms.” In hopes of reaching a widespread audience with the campaign’s message, Vox Creative’s award-winning Explainer Studio partnered with The Allstate Foundation and Hello Sunshine to create a series of TikTok videos

October 31, 2023