Report: Brand success in 2022 requires an understanding of mood, monotony, and motivation

~ New report from TEAM LEWIS in partnership with GWI reveals key trends for brands

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Jan 20, 2022, 12:43 ET

LONDON and SAN FRANCISCO and SINGAPORE, Jan. 20, 2022 /PRNewswire/ -- TEAM LEWIS, the global marketing agency, launched its latest trends guide in partnership with market research firm GWI today. The report dives into how today's multi-moment audience is evolving and the changes the pandemic has brought about in today's marketing multiverse. Markets covered in the report include Australia, Belgium, France, Germany, Hong Kong, Italy, Malaysia, Netherlands, Portugal, Singapore, Spain, UK and US.

"It's no longer as simple as getting in front of your audience with a single message as many times as possible," says Simon Billington, Executive Creative Director at TEAM LEWIS. "Consumer expectations of a brand's interaction with them is clear. They want unique, attention-grabbing creativity delivered in a personalized way. The complexity of message and the vehicle the message is delivered in is paramount to success."

With a rise in screen time and device ownership, unrestrained social media usage and growing concerns surrounding privacy, today's audiences have an increased desire to impact the world around them. These shifts point to three key themes covered in the report – ending monotony to avoid marketing immunity, understanding how mood can impact an audience, and tapping into key motivators to foster more meaningful connections.

Key findings include:

Screen time

Screen time continues to grow in most countries, with the exception of Australia, Malaysia, Singapore and the US
Hong Kongers & Malaysians prefer to spend more time on their mobile devices compared to PCs, laptops and tablets

Device ownership

Globally, audiences own at least three devices
Malaysians on average own fewer than three devices but spend the most time on the internet globally. The US, UK, Germany and Italy are above the global average when it comes to device ownership.

Social Media usage

APAC countries use an average of four platforms daily
Western Europe has the lowest usage, with fewer than three platforms daily

Attitudes towards privacy

Globally, the top concern amongst consumers is how companies use their personal data online (39%) followed by a preference to maintain anonymity online (34%)

Today's marketing landscape

Leading channels

The website is still king – 56% visited a brand's website in the last month
Newsletters are still effective – 26% read an email or newsletter from a brand

Expectations of consumers

Global consumers unanimously want brands to be reliable, authentic and innovative

The rise of Audio

In the last three years, there has been an increase in consumption of music streaming services and podcasts
Australia & Singapore are seeing the most growth in music streaming and podcast listenership YOY

Scepticism with social media

Only 23% of consumers globally think social media is good for society
Malaysians are the most positive about social media, with 40% seeing it as a force for good

Download the Marketing in 2022: Multi-Moment Audience report here.

About TEAM LEWIS
TEAM LEWIS is a global marketing agency built to help and inspire brands to grow. It provides a full spectrum of marketing, communications and digital services to deliver tangible business impact for clients. The company has over 650 staff across 24 offices throughout Asia, Europe and North America.

About GWI
GWI is the leading audience insights company. The company's flagship survey represents 2.7 billion people globally, by continually collecting data across 48 countries. It provides global data at an unrivaled scale to help businesses gain a deep understanding of their audiences at speed. Its SaaS platform and custom data products are trusted by the world's biggest brands, media organizations, and agencies. Customers include Google, Spotify, Twitter, EA, Red Bull, WPP, and Omnicom.

For further information please contact:
Lauren Bushell, Global Head of Marketing, TEAM LEWIS at [email protected]
Vic Miller, VP PR & Communications, GWI at [email protected]

SOURCE TEAM LEWIS