HSR Specialist Researchers survey suggests shift from traditional social networks to cultural networks
HSR Specialist Researchers has published the study “From Indifference to Passion: The Journey of Engagement Across Generations”, which reveals triggers for capturing and maintaining the attention of different generations, highlighting the distinctions between interest and engagement.
The research highlights that traditional social networks, such as Instagram, Facebook and LinkedIn, were built around the concept of connecting people based on pre-existing relationships, such as friends, family, coworkers, among other groups of people, with the premise of facilitating communication and sharing of experiences. In contrast, cultural networks are organized around shared interests and passions, independent of personal connections. Platforms such as TikTok, Reddit, Discord, Kwai and even YouTube are examples of how this dynamic works. In these networks, content is prioritized based on the user’s interests, and communities are formed around specific topics, hobbies and passions.
The survey suggests a shift from traditional social networks to cultural networks and that considering only the level of interest in a topic is not enough to define the target audience. According to the research, it is essential to evaluate the level of engagement, as this will help to better direct marketing and communication efforts. The study used its own exclusive metric combining four variables that make up the dimensions of engagement: “essential”, “pleasure/joy”, “time” and “money”.
Pets
The topic of pets is considered latent, according to the market perspective, and, according to the survey, in addition to fun and affectionate names, such as “Pipoca” and “Bolinha”, 52% of pets were named after humans. 83% of those interviewed take their pets to the vet regularly and only 17% take them when they have some symptom. 32% of the survey respondents have health insurance for one of their pets and 68% do not. Of those who answered “no”, 63% intend to sign up for a pet health insurance plan and the average monthly amount spent is R$177.72. Among generation Y, of which 33% have a pet health insurance plan, the amount invested rises to R$200.06. In addition, they spend an average of R$175.62 per month on medicines and vaccines. Among Baby Boomers, the highest expenditure on medicines and vaccines was identified (R$245.67), although only 17% of this generation has a pet health plan.
The most frequent places to buy pet products are local pet shops and pet centers (chain stores). Six out of ten respondents already make purchases online. In 2020, pre-pandemic, only 27% bought pet products online. Pet parents spend an average of R$1,132/month (96% more than the spending of owners who do not consider themselves pet parents).
According to the study, being a company with brand attributes, associated with the main characteristics of the market, with a strong identity is the biggest indicator (31%) with the greatest potential for building a power brand in pet retail. Followed by being a prestigious brand (36.5%), being a beloved brand (8.5%), being a brand that, through experience, wins promoters (8.4%) and having visibility (7.4%). The most desired image attributes are: price and promotions (20%), service (15%) and products (14%).
Regarding pet health plans, brand attributes also lead (44.8%), followed by prestige (44.3%), visibility (4.2), being a brand that, through experience, wins promoters (4.7%) and being a beloved brand (2%). The most desired brand attributes are: brand image (26%), coverage (26%), prices and benefits (24%), accredited network (13%) and service (13%).
Bets
The already well-known betting websites and apps have grown and become increasingly present and popular. According to the survey, 76% of bettors play at least once a week, with generations Z and Y standing out. Regarding new fans, women and classes B and C have started to experience the category more recently: 66% of women started playing in the last year (vs 49% of the general population).
The two main axes are: fun and the possibility of making money. However, each of these manifests itself in a unique way in each generation. For Generation Z, the main motivator is financial, Generation Y values gambling skills and quick financial returns, Generation X sees gambling as low-cost entertainment, and Baby Boomers seek pleasure and socialization, in addition to fun.
When asked about the first brand that comes to mind when the subject is sports betting, 44 brands were mentioned and 30 of them have “Bet” in their name. The study sought to discover how brands can seek differentiation in this universe using brand campaigns. For Generation Z, joy was the predominant emotion and the levels of surprise and delight were low. This suggests that, although the commercials are perceived as pleasant, they do not reach the level of engagement. Generation Y demonstrated greater delight, indicating that this group connects emotionally more strongly with the content presented. In Generation X and Baby Boomers, attention was the most prominent emotion, but there was no delight that generated engagement.
Functional foods
The research used artificial intelligence to create three chocolate packaging options: packaging and claims to convey only indulgence (control), packaging and claims to convey reduced sugar and trans fat (“basic” functionality), and packaging and claims to convey the addition of Whey Protein and Creatine (“advanced” functionality). Even without knowing the brand, 1/4 of consumers bought the products when they were shopping after analyzing their performance on the shelf, and the most purchased products were the “indulgent” and “advanced” functionality. This product, among Generation X, had a 33% higher purchase rate.
When exposed to the packaging, the “advanced” functionality stood out in relation to the other two products. According to the study, those who are actually unanimously attracted to the product with whey and creatine are mainly Generation X. Millennials like and are attracted to the “indulgent” or the “advanced” functional. At this point, the research highlighted that the product with “basic” functionality lost its levels of interest, showing that those interested in this topic seek more concrete and specific functionalities.
The survey highlighted that, for those interested in and engaged with the subject of healthy eating and functional foods, talking about a more “basic” functionality (reduction of sugar and fat) is not enough. It is necessary to bring the “trendy ingredient”, in addition to more concrete and measurable benefits.
Credit: Photo by Melyna Valle on Unsplash
