Exploring Mental Well-being and Consumer Trust: 5 Intriguing Statistics for the Week

Most Gen Z consumers think brands advocating for better mental health do it ‘for show’

More than half (53%) of Gen Z consumers in the UK believe that brands who promote better mental health are just doing it for appearance, according to research from Sortlist. However, a majority of young consumers (67%) do feel that brands should prioritize and genuinely care about mental health.

Gen Z expects brands to prioritize the mental well-being of their consumers, yet 27% of UK companies admit to neglecting this aspect when posting on social media. Neglecting the mental health of consumers can have serious repercussions, as 35% of Gen Z UK consumers have chosen to boycott a brand they feel has a negative impact on mental health.

Across all issues, Gen Z consumers generally hold brands to a higher standard, with 80% stating they are likely to base purchases on a brand’s mission or purpose.

Source: Sortlist

Consumer confidence stages end-of-year rally but uncertainty continues

The latest Consumer Confidence Index from GfK shows a rebound in consumer confidence, following a significant decline last month. Despite this improvement, the index continues to reflect negative sentiment.

In November, the overall consumer confidence index score increased by six points, reflecting an improvement in both consumers' confidence in their own financial situation and their perception of the economy. However, despite all five measures showing improvement compared to last month, the index remains at -24.

Perceptions of personal finances over the past year increased by three points to -16, while the forecast for finances over the next 12 months improved by five points to -3, marking a 26-point rise compared to last year.

Despite some improvements, consumers remain pessimistic about the economy. Consumer sentiment regarding the next 12 months has increased by six points to -26, while the measure of the past 12 months has risen by five points to -49. In addition, the major purchase index, which measures consumers' likelihood to buy expensive items, has increased by 10 points to -24.

Consumer strategy director at GfK, Joe Staton, acknowledges that while consumers are showing increased confidence, they still remain hesitant. Despite official reports of reduced inflation, the cost of living crisis continues to impact many, and it will take time for this perception to shift. Staton suggests that headlines heralding a strong resurgence in consumer confidence are far from imminent.

Source: GfK

Aldi tops 2023 Christmas ad effectiveness rankings

Aldi's 'Kevin and the Christmas Factory' has been recognized by System1 as the best Christmas ad for 2023, maintaining the discounter's streak of successful holiday campaigns. Aldi's recurring character, Kevin the Carrot, scored the highest among all the Christmas ads, based on System1's data.

System1 utilizes the emotional reactions of audiences to forecast the lasting impact of advertisements. The rating scale ranges from one star to 5.9 stars. For the fifth consecutive year, an advertisement starring Kevin the Carrot has achieved a perfect five-star rating, with this year marking the brand's second consecutive maximum score of 5.9.

This year's Christmas ads have been especially strong, according to System1's rankings. Last year, 16 brands' Christmas campaigns earned five stars or higher, with five receiving a top rating of 5.9. This year, System1 data indicates that 20 brands' ads received 5 stars, and seven of them scored 5.9 stars. Notably, Aldi's ad was crowned the most effective, with its Spike rating factored in for short-term sales impact.

Source: System1

Nearly a fifth of marketing firms do not have a risk assessment policy

Seventeen percent of companies in the marketing, advertising, and PR sector do not have a risk assessment policy in place. Additionally, seventy percent of organizations within the sector do not provide health and safety information, such as posters and leaflets. Furthermore, more than eighty percent fail to provide their staff with annual health and safety training.

The research finds one in six (16%) business leaders and decision makers in the marketing, advertising and PR sector do not consider health and safety a priority.

Source: Hiscox

Loyalty schemes will influence over two-thirds of festive shoppers this season

Over two-thirds (68%) of shoppers report that loyalty schemes will be an important influence over where they shop this festive season.

Despite the importance of loyalty, 79% of shoppers are willing to make purchases from unfamiliar online stores during the festive season. Additionally, many are turning to loyalty schemes and purchasing items in larger packs in order to save money. For example, 68% of shoppers are opting to buy products like detergent and tissues in bulk.

In addition, when shopping online, 43% say they are willing to buy more items to save on shipping costs or get free shipping.

Source: Criteo