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https://www.campaignlive.co.uk/article/ad-industry-badly-misunderstands-aspirations-normal-people-study-finds/1687503

Ad industry badly misunderstands aspirations of normal people, study finds

2020-07-23 19:01:27, Simon Gwynn

June 24, 2020, source

Content Categorization
/Business & Industrial

Word Count:
638

Words/Sentence:
43

Reading Time:
4.25 min

Reading Quality:
Adept

Readability:
13th to 15th

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Just 18% of industry professionals, meanwhile, said this about themselves – placing them much closer to the reality of the public than they are to their perception of the public.

Similar patterns can be seen in the desire for a high-status job – an aspiration of 28% of the public and less than half (47%) of industry people, but believed by the latter to be something that 82% of people want – and fame, which 14% of the public and 25% of industry professionals want, but was thought to be an aspiration of 63% of people by the industry.

The research also asked members of the public to rate their own quality of life and industry professionals to estimate people's quality of life at different income levels.

"We need to start addressing the elephant in the room – social diversity."

Social purpose

The study paints a gloomy picture for marketers who believe a strong brand purpose is the key to success.

"'The aspirations window' is open far too wide and it causes us to persistently miss the mark in capturing what really matters to the mainstream," Andrew Tenzer, director of group insight at Reach Solutions, said.

"The simple fact is that even people in the industry don't believe social virtue matters to mainstream audiences.

From the first set, it identified the "modern mainstream", defined as the middle 50% by household income.

There was a particular gulf between the mainstream and the industry professionals surveyed when it came to people's desire for money and status.

Most strikingly, industry professionals on average thought that two-thirds (68%) of the mainstream wanted to own expensive possessions – more than six times higher than the actual proportion of people who said this about themselves (11%).

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