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Coming Into Focus: 2021 Year In Review

This time last year, America was fresh off the high of a change in executive leadership. Americans started rolling up their sleeves for COVID-19 vaccinations, and the nation was undergoing a racial awakening generations in the making. Then a week into the new year, democracy was breached, and the ensuing fallout would test the ideals of what it means to be American. In our 2021 ThinkNow year-end report we examine the economic highs and lows of the past twelve months, and how consumers, in their resilience, have weathered the storms by tapping into their power and wielding it to demand a fair and just society for all.

ThinkNow Smart Fitness: The Rise of Connected Fitness and Community

The pandemic has accelerated the shift from traditional in-person gym memberships to broader acceptance of at-home connected fitness equipment. But a recent ThinkNow study shows that the gym isn’t dead, and connected fitness has a long way to go. For our 2021 ThinkNow Smart Fitness Report, ThinkNow conducted a nationwide online survey of American adults ages 18 to 64 to understand consumer usage of internet-connected fitness equipment and perceptions of connected fitness brands.

How Strategists Use Cultural Context, Data, And Point of View To Tell Stories

Market researchers and strategists have a symbiotic relationship. Strategists offer a hypothesis or point of view, creating meaningful relationships between data and facts. It’s a matter of connecting the dots, not collecting the dots. While data gives voice to the consumer, strategists factor in cultural context to present a holistic picture of the narrative the data is trying to tell.

Entrepreneurship Report 2021: Black Business Ownership In America

Pioneers of scrappy start-ups have fueled the American dream for generations, transforming how we live, work, and play. From the Ford Model T to Apple’s PC, Amazon, Facebook, and everything in between, the founders of today’s most iconic brands have turned their passions into enterprises that have spurred economic growth and provided jobs for millions. Yet, for the past 40 years, new business formation in the U.S. has been declining.

Infographic – ThinkNow Diversity & Inclusion: Brands and Consumer Purchase Intent report

Companies en masse stepped up in 2020 decrying racism in America. But have those public declarations resulted in systemic changes in their diversity and inclusion practices, and how are consumers responding to those changes? To answer that question, ThinkNow conducted a nationally representative survey of Americans to understand the impact of companies that demonstrate a commitment to diversity and inclusion and how consumers voice their approval or disapproval of those companies with their wallets.

Diversity & Inclusion: The Impact on Consumer Purchase Intent

It’s Pride Month! Every year, in June, LGBTQIA+ communities worldwide celebrate the freedom to be authentically and unapologetically who they are. City streets erupt in festive expressions of Pride as enthusiastic, and often costumed patrons attend parades, concerts, and festivals decorated with brightly colored rainbow flags, streamers, and confetti. But the celebration doesn’t just bring people together for a good party. Instead, it shines a light on an underrepresented community, like other minority groups, who have struggled to be seen, heard, and included for generations.

COVID-19 Drove Record Numbers of Multicultural Voters to The Polls

Six months later, the result of the 2020 Presidential Election is crystal clear. Joe Biden won by over seven million votes. Why Americans voted as they did is something sociologists and political scientists will be analyzing for years to come. Trump’s demeanor and policy positions may have contributed to his loss, but his pugnaciousness and far-Right agenda attracted more voters, many of them multicultural, in 2020 than in 2016. While Trump’s support was increasing, 2020 threw the world a COVID-19 sized curveball. Had the pandemic not occurred, it’s likely Donald Trump would still be President.

[New Report] COVID-19 Vaccines in America, Finding Common Ground

March 2021 marks the one-year anniversary of the official declaration of COVID-19 as a pandemic by the World Health Organization. The first case of coronavirus was reported in the U.S. in January 2020. Two months later, the infection rate was accelerating, prompting former President Trump to declare novel coronavirus a national emergency, unlocking billions of dollars in federal funding to mitigate the spread. What ensued was unprecedented. Worldwide quarantines shuttered businesses, churches, and schools, bringing life as we knew it to a screeching halt. Sports arenas were silent. Streets were vacant, and grocery store shelves bare.

A Brand Manager’s Guide to Effective Multicultural Marketing

The shift in American attitudes toward social justice and inclusivity following George Floyd’s death and subsequent protests has prompted some companies to consider creating targeted messaging for multicultural consumers. Consumers are paying more attention than ever to how companies navigate social and racial justice issues and reward brands that align with their values. Getting it right, though, can be a daunting task, even for experienced brand managers. The fear of offending consumers is often enough to prevent marketers from even attempting to create multicultural messaging. If done correctly, however, the benefits of targeted multicultural messaging outweigh the risks.

Politics and the Pandemic Stifle Consumer Outlook Heading Into 2021

U.S. consumers adjusted their expectations last year as COVID-19, social injustice, and contentious presidential and senatorial races sent the country into a tailspin. Given the unprecedented disruption, the findings of our sixth annual ThinkNow Pulse™ Report, a national survey examining consumer sentiment across key demographics in the U.S., are especially relevant as marketers scramble to get a pulse on the post-pandemic consumer. Fielded in December 2020, Americans report worsened personal finances and a perception of a weakening economy, and the outlook for 2021 didn’t fare much better.