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Kantar Media is harnessing TGI consumer data to identify a new audience segment they have called ‘Overwhelmed Consumers.’ In 2024, this group makes up a third of the total population, prioritising slower-paced activities and creating homes that emphasize convenience, comfort, and safety. They are also adapting their snacking and media habits.
John Reah, Senior Insights Manager, and Tess Bindernagel, Account Director at Kantar Media, will present this research, helping marketers and agencies understand what motivates this consumer group and how to engage with them effectively. As the macro environment becomes increasingly conducive for their growth, it’s crucial for brands to adapt their strategies to meet the unique needs of these consumers.
This session is for Front Foot members only. Please RSVP phoebe.sallitt@adassocorg.uk.
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