Overall, this year’s Audience Report has felt like a culmination of seeds sown in previous years. Long-running concerns are rising to the surface, as they discover their voice is louder than they thought and that realise they have the power to bring about real, positive change.
Hello there, it’s that time again.
Now in its 6th year, our annual Audience Reports are designed to help you understand what’s going on inside the mind of the global early adopter. We’ve been studying these guys since 1997, as they’re the ones who define what the masses will buy, and so are without doubt, worth their weight in marketing gold.
For those of a methodological bent, our first hand insights were generated by surveying an even gender split of 5,100global early adopters in 10 cultural capitals, as well as face-to- face-interviews and countless in-depth discussions with the innovators and opinion leaders inciting change.
Over the following few pages and even more online, you’ll find actionable insight into the Drivers, the key macro forces shaping contemporary culture, as well as the resulting Vitals, the new and emerging attitudes and behaviours, defining our Audience’s everyday lives.
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