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Leveraging Generational Analysis: Understanding generations begins with detangling three key effects
Read more about the gap in attitudes between Gen Z men and women, uncovers the little-discussed power held by Gen X, and dives into our evolving understanding of ‘old age’.
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How fandom shapes future brand success
Fans and fan communities are powerful cultural forces, creating a host of new questions and opportunities for businesses. What the Future: Fandom shares how followers and fan experiences will influence brands’ current — and potential — customers.
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As women’s sports grow in popularity, brands need to get in the game today
The data is clear: women’s sports are no longer a niche. So brands looking to tap into these audiences need to do more than show up, says Ipsos’ Johnny Sawyer.
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How to fix youth sports to build future generations of players and fans
Tom Farrey, executive director of the Aspen Institute's Sports & Society Program, explains how to build a youth sports pipeline that builds kids up instead of pricing them out.
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How sponsorships help brands tap into new audiences for the long game
With Americans naming cost as the #1 barrier to fandom, strategic sponsorships can create unique fan experiences and unlock access for wider audiences, says Molson Coors’ Ann Legan.
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Why brands should reinvent sponsorships for the digital fandom era
From smartphones to livestreams, our digital-first culture is changing fan experiences, says Verizon's Nick Kelly. To keep up, brands and sponsors should understand how fans want to document and share these events.
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How superfan expectations are reshaping brand-fan relationships
Taylor Swift’s Eras Tour affected everything from local economies to regional politics — but it also stands to influence the future of fandom. Journalist and Swiftie Kelsey Barnes gives a crash source in fandom and why today’s artist-fan connections will mean more than merch.
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Global perceptions amid earth’s temperature breaching the 1.5 degrees tipping point
Amidst global temperature rise concerns, Ipsos uncovers declining individual action despite heightened awareness.
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MOMENTS IN SPORTS: Brand Playbooks from Super Bowl LIX
Read more about how brands are adapting to shifting consumer habits and the next era of storytelling.
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AXA Mind Health Report: Mental health continues to deteriorate around the world
A quarter of the global population is potentially affected by severe symptoms of depression, anxiety or stress (compared to 23% in 2023).