Most Americans Don’t Feel Like Marketers Understand Them

Just 11% of Americans approve of the way people like them are portrayed in marketing and advertising, although that figure rises to 29% when including survey results from Brazil and China, according to recent research from Y&R. Part of the problem may be that consumers have “fluid” identities, according to the researchers, that see them a part of many seemingly disparate groups. Globally, 55% agreed that their age doesn’t define them, with a majority also agreeing that their identity is “a work in progress.” (more…)