INSIGHTS TO ACTIVATE
REAL REALITY
Attention is harder to get than ever, but there’s vast opportunity for brands to break through. Here’s how.
Key Takeaways
1
Americans are less likely than others around the world to feel choice fatigue, opening opportunities for brands
2
The number of Americans who say they’re willing to spend more for a brand they can connect with has risen 15 points since 2013
3
Seven in 10 Gen Z Americans say they’re more likely to buy products or services from companies sponsoring things that they’re fans of
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.