Young men believe brands have a role to play in creating safer online spaces
Over three-quarters (76%) of young men in the UK are worried about the impact of social media on men’s mental health. Despite this concern, around two-thirds also believe social media can become a positive space for young people.
These young men believe brands have a role to play in creating this more positive online space. Over two-thirds (67%) of young men believe brands and influencers can work together to create safer, more empowering online spaces.
Currently, many young men are unhappy with how their demographic is represented online, with over half (52%) of young men saying social media promotes damaging stereotypes of masculinity. More than half (55%) of the UK men surveyed agree that depictions of masculinity on social media are causing social problems in their community.
Almost two in three (62%) young men believe positive role models on these platforms are often overlooked by brands and the press.
These problems are negatively impacting many young men, with around seven in 10 (70%) worried about social media’s impact on their wellbeing, and half saying platforms often promote unattainable male ideals.
Source: The Goat Agency
Nine out of 10 loyalty programmes will use AI in the future
Over a third (37%) of loyalty programme owners are already using some form of AI in their membership schemes.
A further 50% are planning to use it in the future, meaning that when added together around nine in 10 loyalty programme owners say AI will be part of their future plans.
More than half of respondents see AI as an essential tool in their loyalty programmes for providing support to consumers and deeper insights. Almost seven in 10 (67%) feel comfortable using AI-powered agents to support the management of their loyalty programmes.
According to the data, loyalty more generally is growing as a priority for marketers. Almost a third (31%) of marketing budgets in 2024 were dedicated to customer loyalty and CRM to improve customers’ experience, that’s compared to 23% in 2022.
Source: Antavo
Gen Z expected to shell out £2.5bn in the January sales
Gen Z consumers, defined as those born between 1997 and 2012, are expected to spend big this year in the January sales. On average each young consumer is forecast to spend £171, working out at £2.5bn in total.
The stereotype around Gen Z may be that they are less brand loyal than older consumers, yet the data suggests over two-thirds (68%) of the generation are loyal to their favourite brands. However, there are some key missteps that make Gen Z consumers less likely to stick with a company.
The top loyalty “pitfall” for the generation is treating personal data irresponsibly, this is followed by brands that send excessive marketing communications, and then companies charging for returns.
On the other hand, there are elements brands can offer that make Gen Z more likely to display loyalty. For example, over a quarter (27%) say brands offering memorable experiences are more likely to drive loyalty. A similar proportion (23%) say being “iconic” and relatable on social media is likely to drive their loyalty.
Source: SAP Emarsys
UK marketing budgets return to growth despite main media spend stalling
UK marketing budgets returned to growth in the final three months of 2024 after flatlining in Q3, but spend in main media budgets declined.
According to the Q4 IPA Bellwether report, over a fifth (21.7%) of panellists reported an increase in their total marketing budgets during the fourth quarter, which was higher than the almost 19.9% who made cuts, resulting in a net balance of 1.9%.
However, during the same period in 2023, a net balance of 14.7% of businesses made upward revisions to marketing spend, signalling a much weaker Christmas period this year than last.
The figure is the second-lowest since early 2021 as businesses continue to adopt an “understandably cautious” approach to spending, influenced by the Autumn Budget and changes to Employer National Insurance contributions.
Source: IPA
Nearly half of businesses rely on freelancers to fill skills gaps
Nearly half (49%) of businesses are reliant on freelance workers to fill skills gaps such as web design, generative AI, and product management, according to research from work marketplace Upwork. Looking to the future, the demand for freelance talent seems set to continue, with almost half (48%) of CEOs saying they plan to boost freelance hiring in the coming year.
Almost one in three C-Suite executives (29%) say freelancers are essential to their business operations. An additional 51% of the C-suite say it would be difficult to conduct their business without freelance support.
Hiring practices overall are shifting, with 81% of C-Suite leaders saying they are taking steps to adopt skill-based hiring practices, such as removing degree requirements and emphasising skills assessments.
This shift might be a result of some skills shortages in organisations. Over one in three (35%) leaders acknowledge that in the past 12 months, they have required staff to expand their skillsets, in addition to performing their day-to-day work.
Source: Upwork
Source: Freelance skills, young men online, AI and loyalty: 5 interesting stats to start your
