#ANALOG for October 2016

October 5, 2016

ANALOG is a monthly compilation of stories, insights, facts, figures, charts, and more.

 

 

Stories Over Coffee

In its first-ever original content series, which launched last month, Starbucks is aiming to inspire Americans to be better citizens.

Called Upstanders, the series features 10 different stories that focus on the achievements of individuals who are going out of their way to make a positive change in their communities, from students who created an app to help food distribution to area food banks to a community that rallied to create scholarships for its high school students.

Written and produced by Howard Schultz, CEO at Starbucks, and Rajiv Chandrasekaran, SVP of public affairs at Starbucks and executive producer of its social impact media initiatives, the stories cover a wide range of social issues and are told in prose, video, and podcast formats, with corporate branding taking a backseat.

"We've asked ourselves what is the role and responsibility of a public company and, as citizens, how we can catalyze hope in a time when we need more optimism, empathy, compassion, and leadership," Schultz said of the series in a press release. "The upstanders featured in this series are inspiring individuals whose actions are emblematic of the American spirit and what is missing from so much of today's national dialogue."

To help drive awareness for the series, Starbucks is promoting Upstanders in its stores and on its mobile app through November. To keep the conversation going, Chandrasekaran also hosted town hall-style events based on the series in Memphis, Tenn., Dallas, Deerfield, Fla., and Washington, D.C. The events served as a forum to discuss ideas for how people might inspire positive change in their own communities.

Available at upstanders.starbucks.com, the series includes opportunities for readers to upload a photo of themselves to show their support for the project, nominate others making noticeable impacts on their communities, and vote for their favorites.

— Urey Onuoha

 

 

// stats

Number of U.S. consumers who will use Snapchat at least once a month in 2016.

source: 2016 eMarketer

 

 

 

The size the public cloud market will grow to by 2020, up 23 percent from 2014.

source: 2016 Forrester Research Forecast

 

 

 

Podcast listeners who say they are more inclined to consider buying products and services they learn about during a podcast.

source: 2016 IAB and Edison Research Podcast Advertising Study

 

 

 

// quote it

"Don't apologize for who you are, both as a human being and as a brand. ... You can't be everything to everybody."

— Lauren Fleischer, director of marketing at IT'SUGAR, speaking at the 2016 ANA Shopper Marketing Conference

 

 

 

 

The Young Are the Restless

Different age groups vary in how likely they are to try another method for reaching a company if their initial outreach for customer service wasn't resolved within 60 minutes. Millennials are the quickest to lose patience.

 

 

Millennials

Gen Xers

Boomers

Silent Generation

 

source: 2016 Northridge Group State of Customer Service Experience

 

 

 

Paper Preferred to Pixels

While wearables and virtual reality grow in popularity, and life in general gets increasingly digital, most book readers still prefer the experience of reading from paper.

source: 2016 Pew Research Center Book Reading Survey

note: Digital books segment also includes audio books

 

 

 

// quick poll

We're curious what you think about the upcoming election, so we've put together a quick, very non-scientific poll to find out who you think will win the presidential election, and whose presidency you think would be better for marketers.

 

We'll tweet the results October 22, the final day of the 2016 ANA Masters of Marketing Conference.

 

Source

This story first appeared in the October 2016 issue of ANA  magazine.

Trump/A Katz Shutterstock.com; Clinton/JStone Shutterstock.com

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