Consumers

H&M/Erdem

Culture

The Gender Quotient

Gender marketing is a skills test and a risky endeavor that punishes more often than it rewards. America's evolving attitudes and opinions about gender lie at the heart of the challenge.

Consumers

From Y to Z

A new study provides a glimpse at the challenges marketers may face with Generation Z. They hate ads. They know how to block them. And they expect more for their attention.

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Research

When Brands Betray Us

At the root of the Harvey Weinstein scandal is a very real sense of betrayal. A new study explores how consumers react when their brands fail them catastrophically.

Research

Focused and Fit

Knowing whether the glass is half full or half empty makes all the difference in messaging to your target audience

Alex Wong/Getty

Branding

When Donald Met Chuck

One of the biggest political headlines this week offered a case study in a frequent brand challenge

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research

The Thing To Fear

Fear is on the rise. Conventional wisdom suggests this is bad for brands and for marketers. But new research suggests otherwise.

essay

The Power of Pause

An order for shoes offers a case study in what's wrong with most email marketing and also reveals the seed of a cultural trend