Unveiling the Top 5 Intriguing Stats to Kickstart Your Week: Marketer Burnout, Personal Data, Retailer Loyalty Schemes, and More

Over half of marketers fear burnout

More than half (51%) of UK marketers are worried about burning out in their current position, with younger marketers expressing a higher level of concern. Specifically, almost 60% (57%) of marketing professionals between the ages of 25 and 34 fear burning out in their current role, compared to just over a third (38%) of those over 55.

Almost half (49%) of marketing professionals are seeking changes to their work schedules in order to address job-related stress. This is compounded by economic conditions that limit marketers' ability to deliver for their clients, as an uncertain economic outlook is causing almost three-fifths (59%) of them to worry about brands spending less due to external financial pressures.

There is concern about the UK marketing industry's ability to compete with international rivals, with nearly half (49%) fearing that it will grow at a slower rate than its global counterparts.

Despite common fears of burnout, a significant majority (75%) of marketers believe that their employers now take their mental health more seriously than before the pandemic. Additionally, more than half (57%) report that their company's mental health initiatives have positively impacted their wellbeing.

After the pandemic, opinions about hybrid working are divided. According to the Chartered Institute of Marketing, 39% of people feel that working from home has had a detrimental effect on their team's creativity.

Large gap between consumer trust of brands’ on data and the brands themselves

Senior leaders at brands believe that consumers are much more trusting of them with personal data than they are in reality, finds data.

More than half (51%) of consumers in the UK actively avoid sharing their personal data with brands, and nearly a third (31%) prefer to remain anonymous to businesses. Despite this lack of trust, nearly four in five (79%) senior executives at UK companies believe their customers have faith in them to handle their personal data.

Customer trust in brands is greatly impacted by data breaches, with over 54% stating they would switch to a different brand if their personal information was compromised. Additionally, 64% of UK executive leaders acknowledge that their organization has experienced a data breach, with 34% reporting a breach within the past year.

Source: Treasure Data

More than half of retailers seeing increased uptake of loyalty schemes

Dunnhumby's research reveals that over half (53%) of retailers have observed a rise in the adoption of their loyalty programs in recent years.

Despite the potential impact of the cost of living crisis causing consumers to comparison shop, approximately 70% of retailers state that their percentage of 'loyal' customers has either remained consistent (44%) or increased (26%) compared to the previous year. About 30% acknowledge a decrease in the number of loyal customers over the past year.

Retailers use discount coupons and vouchers as the most popular method for loyalty programmes, with 82% of them offering this. Additionally, three-quarters of retailers surveyed use exclusive member-only discounts. In 2023, several UK retailers, including Boots, Sainsbury’s, and Morrisons, began offering exclusive discounts for loyalty members, while Tesco continued to expand its loyalty scheme.

82% of retailers say that budget constraints are the main obstacle to implementing loyalty and personalization programs, followed closely by technical difficulties in implementing the schemes at 79%.

Consumer confidence sees Christmas boost

The latest data from analyst GfK's barometer shows a boost in consumer confidence as we approach the holiday season. All categories have seen a single-digit increase in consumer confidence, with overall sentiment 20 points higher than this time last year.

In December 2022, the overall index score, which measures consumers' confidence in their financial situation and the state of the economy, was -42. This year, the figure has risen to -22. Although still negative, it marks the second consecutive month of increased overall confidence following a sharp decline in October. GfK research shows that consumers' sentiment about their personal financial situation over the past year has increased by two points to -14, a 14-point improvement from December 2022.

People's confidence in their personal finances over the next year has increased by one point to -2, compared to a low of -29 in December 2022, indicating a significant improvement in overall sentiment.

Empathy in advertising can drive business results

Marketing that embraces the power of empathy as well as creativity can drive business results, according to research from Effie and Ipsos.

Data from Ipsos testing and Effie case studies show that advertisements that blend creativity and empathy are more likely to be successful, resulting in a 20% increase in short-term sales lift. The research also examined two years of Effie US and UK finalists and found that the winners scored 25% higher in terms of creative experiences, creative ideas, and empathy compared to the finalists.

73% of people worldwide desire a slower pace of life and prioritize simplicity and meaning, according to consumer research. In the UK, this trend has increased by 48% in the past decade, indicating that brands and marketers should focus on avoiding overcomplicating their marketing efforts.