WHAT THE DATA SAY: Record campaign ads coming; be prepared, Las Vegas, Philadelphia, Phoenix and Reno

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell. Among the highlights of our weekly consumer sentiment tracking:

AMERICANS ADD PARENTS’ FINANCES TO RETIREMENT WORRIES

Americans already are worried about their own retirement, and, now, they are adding their parents’ financial futures to the list, based on our Harris Poll survey with NerdWallet.

• 36% think their parents will need financial assistance as they age.
• 22% of Millennials currently assist their parents financially.
• 37% say their parents do not have the financial means to prepare for the future.
• 10% say their parents expect them to help pay for things, and the same number expect to need their children’s help financially in retirement.

YOUNG PEOPLE DON’T SEE THE STARS IN THEIR FUTURE

Interest in astrology skyrocketed in the late 2010’s. Today, however, birth chart memorizing and horoscope use are waning among younger Americans, according to our Harris Poll survey with Cosmopolitan.

• 83% of Millennials are “somewhat” or a “total” believer in astrology, compared with 62% of Gen Z and 69% of Americans overall.
• 95% know their zodiac sign, and 65% believe it is an accurate representation of themselves (75% for Millennials and 61% for Gen Z).
• Astrology skepticism is highest among Gen Z: 54% say “I judge people who take astrology too seriously” (versus 46% of Millennials who say the same).
• 81% of Millennials say they have consulted or would consult the stars for guidance on relationships (versus 59% for Gen Z).

RECORD ELECTION AD-SPEND NEGATIVITY ABOUT TO BEGIN

If you are in Las Vegas, Philadelphia, Phoenix or Reno, prepare for a nearly 24/7 negative advertising blitz as the U.S. General Election is just six months away, according to the latest insights from Stagwell’s Risk and Reputation Unit.

• Las Vegas, Philadelphia, Phoenix and Reno will be bombarded the most by a record $12 billion to be spent across media channels this election cycle.
• Other markets with expected high political advertising and political talk in general include Pittsburgh, Tucson, Missoula, Billings, Boston, Wilkes Barre-Scranton, Butte-Bozeman, Detroit, Los Angeles, Charlotte, Atlanta, Cleveland, Cincinnati, Harrisburg, D.C. and Raleigh-Durham.
• Negative communications about the economy could not only affect people’s votes; it could depress their willingness to spend.
• To prepare businesses for the next six months, Stagwell is conducting company briefings with data, insights and recommendations. If your organization would benefit from smart info about the upcoming election, email Alexis Williams to schedule time.

2 IN 3 STILL HIDE MARIJUANA USE

Most Americans don’t know marijuana isn’t entirely legal across the United States, according to our Harris Poll with Politico.

• 59% are surprised marijuana hasn’t been legalized across the U.S.
• 64% say it no longer carries the stigma it used to have.
• 68% believe it soon will be as common as drinking alcohol.
• 77% of marijuana users prefer it to cigarettes, and 73% prefer it to alcohol.
• 40% report being marijuana users (15% daily and 25% weekly).
• 62% have traveled to places where recreational marijuana is legal.
• Despite wider acceptance, 64% of users say they are selective about sharing their marijuana usage.
• 56% wouldn’t disclose usage on the first few dates.

ICYMI

In case you missed it, check out some of the thought-leadership and happenings around Stagwell making news:

• 68% of Americans Prefer Hybrid or In-Person Schedule
• 2024 Influencer Trends Report
• Job Seekers Press Pause on Parenthood: Survey Highlights Work/Life Balance as Top Priority
• ChatGPT consideration is highest among minority groups