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POWERSHIFT MARKETING THIS WEEK

June 5, 2020

THIS WEEK – Here are some marketing tips and research thoughts for a post COVID-19 World. As always, contact me if you have any questions or topics you would like me to cover.

COMING TO A TV NEAR YOU

People are increasingly using TV sets to watch YouTube. Most smart TV’s offer this option. Now, YouTube wants you (advertisers) to spend more money to reach these people. They want a bigger piece of the traditional TV and streaming ad budget. But it’s not going to be easy according to a story by Wall St. Journal’s Sahil Patel (CMO Today). “Their soul is social media with user-generated video online… becoming a TV platform requires a lot of field work in curating the content and really defining the audiences you’re curating this content for.” Stay tuned.

A DIFFERENT TAKE ON FAMILY

If you market to families, listen up. As the oldest Millennials turn 39 this year, they are taking a different path in forming – or not forming – families of their own. According Pew Research, they are less likely to be married, have children, and live in a family, compared to previous generations at the same stage in life. Those who do get married or have children are doing so later in life. Here’s some other family facts from Pew:

Only 44% of Millennials are married, compared with 53% of Gen Xers, 61% of Boomers and 81% of Silents at a comparable age.

Overall, marriage rates have declined since 1970, and the sharpest declines have been amongst the least educated adults.

Intermarriage rates are higher for Millennials than any other generation across all racial and ethnic groups. The rate of intermarriage among black Millennials is nearly twice as high as that of black Gen Xers at a comparable age (18% vs. 10%).

CHANGING VIEW ON RACISM

One of the research themes I share often: research is a snapshot in time. So, in light of this week’s Black Lives Matter protests, it is interesting to note how quickly America’s view of racism is changing.

In two separate polls this week, 57% of Americans said the police were more likely to mistreat black people than white people, far more than ever before on record. In both polls, about half of white Americans said so — a stark jump. In 2016, shortly after the killing of Alton Sterling, just 34% said officers were more likely to use force against a black person, including only 25% of white people, according to a Monmouth University survey. In the poll that Monmouth released this week, three-quarters of all Americans said that racial discrimination was a “big problem” in the United States — 17% points higher than in 2015 — and 78% said the anger that led to the current protests was at least somewhat justified.

FACT-CHECKING, NOT EASY

President Donald Trump recently signed an executive order aimed at discouraging social media companies from censoring posts. But in a 2018 survey, 56% of Americans said tech companies should take steps to restrict false information online, even if it limits freedom of information.

About seven-in-ten Americans (72%) said in another 2018 survey that it is somewhat or very likely that social media sites intentionally censor political viewpoints they find objectionable. In the same survey, 43% said major technology companies support the views of liberals over conservatives, while 11% said they support the views of conservatives over liberals.

Half of U.S. adults believe fact-checking websites are fair. But 48% said they tend to favor one side. Democrats (69%) said they fairly with all sides. Republicans (70%) said they tend to favor one side.

Ok, enjoy getting out of the house… looks like we are making some progress on controlling COVID-19.

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