Defining and aligning with their ideological “tribes” is a growing priority for Americans – and this polarization is driving more and more brand relationships. In this episode, we take a look at how consumers’ ideologies affect their choices in brands -- and their opinions about each other. Tune in to hear how Americans are most polarized, how we align – and, ultimately, the role of brands in customers’ beliefs and decisions.

Guests: Rachel Bonsignore, VP, and consultant, GfK Consumer Life

Resources: 

• Whitepaper: Divided we stand: Decoding the citizen shopper

More on this episode:

• Get more details about this episode at www.gfk.com/en-us/thinking-ahead 

4 in 10 Americans said the pandemic has made them more likely to take an active part in environmental causes. Question is, where do brands fit in? In this episode, industry experts from Clorox, Goodyear, and Loftex share how sustainability plays a part in their businesses -- from internal processes to their products on the shelves – and offer advice on putting a long-term environmental commitment into action.

Guests:

• Karen Chen, Director, Research & Insights, Clorox

Resources: 

• Guidebook: Brands navigating through sustainability  

More on this episode:

• Get more details about this episode at www.gfk.com/en-us/thinking-ahead 

In January 2020, Google announced it would begin to phase out third-party cookies by the year 2022. One year away from the official “death to the cookie,” many digital marketers are looking for new innovations that will replace them. With endless information, the reality is- not everyone understands the true impact this has on brands and consumers alike. How can you prepare? Tune in to find out. 

Guest: Rolfe Swinton, Director, Data Assets, GfK North America

Resources: 

• Release: System to recycle Lithium-Ion batteries from EVs, hybrids win GfK NextGen Hackathon

More on this episode:

• Get more details about this episode at www.gfk.com/en-us/thinking-ahead 

The challenges of the past year have inspired new and innovative ways for brands and retailers to connect with their customers. In this episode, Joe Beier joins us to share results from the FutureBuy® 2021 study, covering evolving behaviors & attitudes of shoppers all over the world. From click-and-collect to social media shopping, the retail landscape has never been more exciting – and complex. Is your brand ready for the 'new' shopping experience?

Guest: Joe Beier, EVP, Consulting, Consumer Insights, GfK North America

Resources: 

• Video: Winning with today’s super-savvy shopper

More on this episode:

• Get more details about this episode at www.gfk.com/en-us/thinking-ahead 

Are brands really taking on the challenge of sustainability? Could it even be a profit center? In this candid interview, TerraCycle CEO Tom Szaky explains how "green" brands can go beyond messaging to make a real difference. For consumers, has their knowledge of sustainability really changed? Szaky thinks not. However, an increase in consumer value and concern shows opportunity within this evolving terrain. 

Guest: Tom Szaky, CEO, TerraCycle

Resources: 

• Guidebook: Brands navigating through sustainability  

More on this episode:

• Get more details about this episode at www.gfk.com/en-us/thinking-ahead 

In a post-pandemic world rocked by disruption, premium brands have proven that they can help a business not only recover from economic downturns but become more powerful than ever. In this episode, GfK's CMO, Gonzalo Garcia Villanueva, sits down with our Head of Brand and Marketing Intelligence, Madalina Carstea, to go over new insights on how you can maintain and build your premium brand.

Guests: 

• Gonzalo Garcia Villanueva, Global CMO, GfK

Resources: 

• Video: The Path to Premium - How brands can build post-pandemic success

More on this episode:

• Get more details about this episode at www.gfk.com/en-us/thinking-ahead 

This episode is an audio version of MRI-Simmons' recent panel discussion on a company's responsibility for inclusivity in their business and brand. The panel discusses the changing attitudes among Americans toward the LGBTQIA+ community, the perils of "rainbow-washing," or superficial allyship without meaningful effort or action behind it. Finally, it explores how companies can impact the community as a part of their business strategy throughout the year.

Guests: 

• Karen Ramspacher (Moderator), SVP, Innovation & Insights, MRI-Simmons

Resources: 

• Full video recording: Building connections beyond Pride Month  

More on this episode:

• Get more details about this episode at www.gfk.com/en-us/thinking-ahead 

Asia has been the engine of global economic growth for decades. As the world continues to get smaller thanks to technology, their consumers' beliefs and lifestyles rise in importance. In this episode, trends expert Veronica Chen divides Asia into its main powerhouses; China, India, Indonesia, Japan, and South Korea. Tune in to understand the economic and cultural significance each has on the world- and why global brands need to consider their unique outlook in business decisions.

Guest: Veronica Chen, VP, GfK Consumer Life

More on this episode:

• Get more details about this episode at www.gfk.com/en-us/thinking-ahead 

In the U.S., mobile media now exceeds one-third of all media spending. A 2021 GfK study shows that, among common digital technologies, smartphones are most trusted and relied on by U.S. consumers. In this episode, ad expert Jon Brand explains the advantages of video display ads, the importance of ad testing, and how to adapt to emerging digital platforms like Tik Tok and Clubhouse. 

Guest: Jon Brand, SVP, GfK Marketing Effectiveness

Resources: 

• eBook: Design ads for success with today’s mobile-first consumers 

More on this episode:

• Get more details about this episode at www.gfk.com/en-us/thinking-ahead 

As COVID-19 restrictions loosen, over half of Americans say that they will be cautious going back to everyday life, but what does "normal" look like now? In this episode, Managing Director of Consumer Insights, Stacy Bereck, shares the latest results of the Consumer Pulse study, which has been tracking consumer behaviors and attitudes on life in a pandemic since March of 2020. Tune in to hear the latest- including data on the newest segment, vaccinated vs. non-vaccinated consumers.

Guest: Stacy Bereck, Managing Director, GfK Consumer Insights

Resources: 

• Read the latest release: The newest wave of Consumer Pulse  

More on this episode:

• Get more details about this episode at www.gfk.com/en-us/thinking-ahead