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Think Forward 2023

The future is less like looking through a telescope, and more like looking through a kaleidoscope: many diverse fragments, not one single vision. In this fragmented space, every user is carving out their own way, own niche, their own world. Brands have learned best practices for a world that’s polarised, but what about a world that's atomised? In Think Forward we'll take a deep dive into the trends that are set to shape the digital landscape over 2023. https://thinkforward.wearesocial.com/

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Can marketing communications help improve women's healthcare outcomes in the UK?

Did you know that the UK's gender health gap is the worst out of all G20 countries? Shocked? We were too. This month, Helen James’ column for Marketing Week explores whether marketing communications can help improve women's healthcare outcomes in the UK. A huge thank you to our contributors, Joëlle Barthel, Tamara Rogers, Patricia Corsi.
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Fixing the (other) Climate Gender Gap: The Role of Brands

Google ‘climate change AND gender’ and you’ll be served up a fair number of hits that explain precisely why women are considered more vulnerable to climate change than men (bottom line: they constitute the majority of the world’s poor and are more dependent on the natural resources which climate change threatens the most.) In this paper, we look at just that, using a nationally representative poll of 2000 British men and women we commissioned as our jumping-off point.
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THE HOUSE 337 DEMAND INDEX - DRIVING GROWTH IN FASHION THROUGH DESIRABILITY

Welcome to the House 337 Demand Index, a series of sector-specific guides on the factors that drive consumer demand for brands and products. For our first issue, ‘Driving Growth In Fashion Through Desirability’, we take an in-depth look at the UK’s high street fashion retailers and how brand, experience and product combine to create desirability, that intangible quality that quickens the pulse and inspires devotion.
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The Age of Age

The Age of Age - The argument for more and better representations of mid-life+ women in advertising. As women grow older, they find themselves underrepresented in advertising and feel increasingly invisible to brands. 80% of the UK's wealth is held by those over 50, and the majority will be in female hands by 2025. Brands under-targeting women over 50 is nothing new, and the commercial potential for winning them over is clearer than ever. So why aren’t brands capitalising?
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Second Shot: No and Lo Alcohol's Next Big Wave

Second Shot – No and low alcohols next big wave There has been a shift. Consumers that were once sober-curious have become sober-conscious. On the cusp of the great reconsideration, no and low alcohol is coming of age. Looking at the three key growth sectors, category leaders and emerging brands, we pour over the principles underpinning the next iteration of the category – and what it could mean for the future of beverage.

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Getting creative with Audio Description

Over 2 million people in the UK are blind or partially sighted. Use audio description to make your videos more accessible — and more creative too. Think of it as an act of creativity that leads to more ideas. Download for some creative tips we've learnt from the experts.
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From moments to movements: To truly have an impact brands need to understand the difference

If brands really want to empower women they need to ride the ‘fempowerment’ wave with intention, not simply jump on the bandwagon.
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Does the end of power heels signify the death of patriarchy in the workplace?

As women continue to smash it in senior leadership positions, female marketers are increasingly ditching the armour of high heels, confident in their ability to get the job done without any props.

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The Future of Sports Fandom | How brands can engage sports fans in 2022 and beyond

Introducing The Future of Sports Fandom: How brands can engage sports fans in 2022 and beyond; a report from We Are Social Sport exploring how sports marketers can successfully navigate the key shifts being witnessed in the sports fandom landscape.

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OUR COMMITMENT TO TACKLING RACISM

We aim to ensure equal rights and opportunities for all colleagues no matter what gender, race or sexual orientation. We want to support a truly diverse and accessible culture within our business, our industry and, where possible, support causes in which we believe that seek to achieve this in wider society.

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FIVE WAYS WE PROMOTE LEARNING AT SPLENDID

Our purpose at Splendid is to produce creative work that connects with real people and makes a positive impact. We call our approach ‘People-First Creativity’ and so by definition, the start point is always an understanding of people; the uncovering of fresh insights about the people our clients want to reach.

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The Invisible Powerhouse

There are 52 million adults in Great Britain. 47% are in their 50s and above. Between them they control assets of over £6 trillion. They hold 69.7% of all UK household wealth. And yet as an audience, they are routinely overlooked by businesses. At the time of writing, just 12% of UK adverts feature someone over 50 in a leading role. It makes no commercial sense. Download our report here: https://www.mullenlowegroupuk.com/report/the-invisible-powerhouse-report
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The Belong Effect - 2021-22 Report

An initiative to understand the power and potential of communities, including research into the characteristics that create belonging, the first industry metric for measuring community strength, and an annual index of brands with a high belonging quotient. Belonging matters now more than ever, and brands have a role to play. If done intentionally, community marketing can be a competitive edge and drive exponential growth through the network effects that only communities can create.
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Show Me 7: The Serious Business of Pleasure

Welcome to the latest edition of our annual trends paper 'Show Me 7.' In the first part we look at the changing role of pleasure, its evolving meaning throughout the pandemic and the impact on consumer typologies. For the second part, we explore pleasure in moderation and the impact of HFSS restrictions on Food and Beverage brands. Check it out for your free insights!
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Creative PR & advocacy could be your brand’s differentiator

environments, there are some unsung heroes of brands’ growth and continued success. Emma Grace, Executive Creative Director and Co-Chief Executive Officer at PrettyGreen Group, argues that good creative PR is one of them – bringing brands out of their comfort zones and offering a creative edge.