Real Reality

Point of View

What does it take to break through in the modern world? That’s the question brands ask themselves every day as they look to innovate new products, build audiences for their existing ones, and speak to shareholders eager for answers in a fragile economy.

While businesses face vast pressure in a world that’s constantly being reshaped by artificial intelligence, brands have clear lanes to take on the road to victory — if they’re in tune with their audience.

And as brands look to a future where AI enables content that’s unique at scale in new ways, people’s time and attention will be more in demand than ever. But in the low-trust environment AI could foster, content could be less trusted than ever, too. One solution, according to Ipsos’ Future of Attention survey: Lean into fandom and community, where brands can be rewarded for showing up authentically.

Learn more about how capturing the mess of real life builds better brands.

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Webinar

Your brand’s perfect customer isn’t standing still as the world moves. They’re taking part in modern society every day, living life and adapting to what’s happening around them.

Dive into the world of Real Reality by joining us for our live panel discussion on April 15. Hear senior leaders from Pernod Ricard, Warner Bros. Discovery, and Ipsos explore how to harness the power of human insight to tailor your products better and connect with audiences looking for relatable brands.

Register Today

What the Future: Attention

Marketers are competing across platforms for the precious commodity that is people’s time/attention. But they’re doing so in a low-trust era being disrupted by AI’s nonstop personalized-at-scale content stream.

How can brands stand out in the future?

That’s the question we’ll tackle in our next issue of What the Future. We’ll dig into the tension between our supposed shorter attention spans and our ability to endlessly scroll and binge content on screens of all sizes.

Coming Soon