Sustainability: Why Consumers Buy Green

In the current marketplace, sustainability has significantly influenced consumer behavior. From eco-friendly packing to ethically sourced products, brands are responding to the growing demand for greener options. Consumers, especially younger generations like Millennials and Gen Z, are embracing sustainable shopping not only as a way to reduce environmental harm but as a statement about their values. However, the motivations behind the trend are far more complex than they might appear on the surface. 

While “buying green” seems like an obvious choice because it feels good, a deeper look reveals that it differs from other purchasing decisions. Unlike typical purchases, the benefits of buying green often extend beyond the individual to third parties– communities, the planet, animals, and future generations. In this sense, the reward for the consumer comes in the form of a civic and emotional payoff: social responsibility, community pride, and a sense of contributing to broader causes. 

This phenomenon aligns with what’s known  as the Generalized Exchange Model, which identifies four key factors driving attitudes toward green behaviors: 

• Feelings of social responsibility
• Feelings of social equity
• Perceived effectiveness of the behavior (performance)
• Benefits to the community 

In simple terms, buying green feels good because it benefits others– and, in doing so, reinforces the buyer’s values and image. 

According to an Eyes4Research study, consumer attitudes toward sustainability are both passionate and conflicted: 

• 64% are concerned about the environment.
• 76% consider environmental impact when making shopping decisions. 
• 77% recycle frequently. 
• 32% believe global warming is the most urgent environmental issue.
• 36% view conserving resources as the most pressing challenge in the U.S.

However, when sustainability comes at a personal cost, this passion diminishes. For instance: 

• When asked to choose between more expensive but eco-friendly items and cheaper but less sustainable ones, 56% chose the less eco-friendly option. 

• Over 50% preferred to increase recycling efforts rather than adopt costlier solutions like stricter laws, higher taxes, or expanded public transportation. 

The Disconnect Between Attitude and Action

While consumers express concern about environmental issues, their behaviors often reflect a reluctance to make significant personal sacrifices. Additional findings highlight this inconsistency: 

• 67% believe companies talk more about sustainability than they actually deliver. 
• 41% are indifferent to whether a company promotes its green initiatives. 
• 42% lack a clear understanding of what “green” means, while 33% believe the term has no formal definition. 
• Only 15% would; choose an employer based on its environmental initiatives. 

What all of this contradicting data reveals, again using qualifying analytics, is that respondents are interested in satisfaction under the Generalized Exchange Model, but aren’t exactly personally (directly) vested in it. 

(It should be noted that the study scarcely touched on organic/non-GMO foods, as those have perceived direct benefits to consumers.)

There is nothing aberrant about this type of consumer behavior. The Social Exchange Model is employed widely in society, such as in volunteering, military service, political activism, and others. What is important to understand is the third-party reason consumers buy green. As far as market research goes, Rudly Raphael concluded:

Green behaviors can be influenced by a variety of variables: community benefits, social responsibility, performance effectiveness of the green behaviors, attitudes, and social rewards. All of these variables can be strengthened through promotion, especially advertising. Attitudes can be changed directly by using a spokesperson who is highly regarded by the target market. 

Perception of social rewards can be increased by showing people being praised by others for their environmentally-friendly behaviors. Perceived community benefits can increased through informational advertising showing how the community gains from green behaviors. Perceived performance can be increased by providing information on how green products and services impact the environmental aspects people care about.

Some may see this as an exploitation of guilt paired with ignorance. Yet guilt and ignorance have never been roadblocks to market research, and often tools of it—for better or worse

In this case, as the planet, animals, and future generations benefit from this, it seems to be for the better.Read more about sustainability and the latest consumer trends on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our online panels are made up of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty online panels here.

When Incentives Work and Don’t Work

Incentives are a powerful tool in market research. They are shiny objects intended to motivate respondents to participate in surveys, interviews, and other methods of data collection. However, simply offering an incentive doesn’t guarantee positive results. For incentives to work effectively, they need to align with the audience’s motivations and expectations and be well-considered. Here’s a look at when incentives succeed in engaging respondents and when they can fall short. 

When Incentives Work

When Targeting Specific Demographics with Tailored Incentives: Certain demographics are more likely to respond positively to incentives that feel relevant and valuable to them. For instance, younger consumers like Gen Z and Millennials tend to value experiences or high-tech gadgets over cash. In contrast, older demographics might prefer cash, gift cards, or charitable donations. Matching incentives with what appeals to your target audience signals to respondents that you understand their preferences increasing participation and engagement. 

When the Research Topic Requires Longer or More In-depth Participation: Higher-stakes studies, like those involving longitudinal or diary-style research, require a significant time commitment. Incentives here play a critical role in retaining participants over an extended period. In these cases, using a tiered incentive structure, where respondents receive rewards at various stages, can sustain motivation and help reduce drop-out rates. 

When Engaging Hard-to-Reach or Professional Audiences: Incentives are especially important when targeting niche groups or professionals, such as C-level executives, healthcare practitioners, or engineers. These audiences typically have intensive demands on their time, so offering a strong incentive– either financial or exclusive industry-related resources– can be the only way to encourage participation. 

When Incentives are Used to Show Appreciation, Not Influence Responses: Incentives work best when they are presented as a “thank you” rather than a motivator for specific answers. Participants are more likely to trust the research process when they feel they are appreciated for their time and input rather than feeling coerced into providing particular feedback. A simple message in the invitation, such as “As a thank you for your time, we’re offering…” can build trust and encourage genuine responses. 

Now that we know when and why some incentives work for respondents, here are a few instances when they may not work as well: 

When Incentives Create Biased Responses: Incentives can backfire when they inadvertently bias responses. Offering incentives that are overly generous can make participants more likely to provide responses they think the company wants to hear. Similarly, targeting respondents only interested in the reward rather than the research topic can lead to unrepresentative data. A fast-food brand would likely have no problem attracting respondents with a $100 gift card, but they would also likely attract respondents who may not be genuine customers, and therefore lead to skewed data that may not accurately represent the opinions of real customers. 

When Incentives Don’t Align with the Audience’s Interests: An incentive’s effectiveness is heavily influenced by how relevant it feels to the target audience. When there’s a disconnect, potential respondents may ignore or reject the incentive, resulting in lower participation rates. If a tech survey aimed at developers offers a discount on luxury fashion goods, the survey will not likely appeal to developers, leading to low engagement and low completion rates. 

When the Incentive Value Doesn’t Match the Effort Required: Incentives must correspond to the effort and time required from participants. If respondents feel they’re not being adequately compensated for their time, they may abandon the survey or give low-quality responses. Conversely, if the reward is too large for minimal effort, participants might rush through the survey compromising data quality. 

When incentives Attract “Professional Resondents”: Certain incentives, especially those that are cash-based, can attract individuals who participate only for monetary gain, often without genuine interest in the survey topic. This can flute the quality of responses, as “professional respondents” may speed through surveys or provide superficial answers, ultimately impacting the validity of the research findings. 

Incentives are a double-edged sword in market research; they can boost response rates, engagement, and the quality of data when used thoughtfully. However, poorly designed incentives risk compromising data integrity and participant quality. By understanding when incentives work– and when they don’t– researchers can design more effective studies that genuinely engage the right respondents, ultimately leading to higher-quality insights and better-informed business decisions. 
Read more about market research on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

Using Annoying Marketing Terms? Here’s How Research Can Help Companies Create Stronger Messaging

We all have our own list of buzzwords that we hate, both professionally and commercially. In the race to capture attention, companies often use a set of buzzwords, jargon, and overused phrases that can backfire. We’ve all heard them—words like “disruptive,” “synergy,” and “seamless” are front of mind for most of us. These words might sound trendy and of the moment to some, but they often annoy customers or feel hollow. 

According to recent research, 88% of consumers believe authenticity is crucial when deciding which brands they support. Yet many B2C companies struggle to balance trendy language with messaging that truly lands and connects. The key to effective messaging lies in understanding your audience– and this is where market research becomes essential. 

Here, we’ll dive into why certain marketing terms fail and how brands can use data-driven research to craft language that resonates, inspires trust, and, more importantly, converts. 

Why Do Certain Marketing Terms Annoy Audiences? 

Sometimes, words are simply overused and their original meaning becomes diluted over time. Terms like ‘game-changer” and “best-in-class” get thrown around so often that they lose their impact. If every brand is ‘best-in-class”, then no brand is. Consumers understandably grow skeptical, and the message no longer differentiates the company from competitors, leading to disengagement. 

Consumers, especially Gen Z, seek authenticity in brand communication. Corporate-sounding terms like “synergy” and “optimization” can appear robotic, making a company sound distant or disingenuous. A recent study by Stackla found that 86% of polled stated that authenticity influences which brands they support, but only 57% think brands deliver authentic messaging. 

Worse than words that are simply annoying are vague buzzwords. Vague terms tend to focus on the company rather than the customer. For instance, saying “We deliver seamless solutions” doesn’t clearly explain the benefit to the consumer. As a result, people may tune out completely because the messaging fails to address what’s in it for them– their needs, desires, or frustrations. 

As mentioned above, trying to be too trendy in messaging is risky. Slang and trends evolve quickly, and using outdated or forced terminology can alienate audiences. For example, using Gen Z slang carelessly without understanding its context risks coming off as insincere, or much worse, as if the company is trying too hard to be relevant. 

How Market Research Can Identify Messaging That Resonates

For companies, the key to effective marketing lies in listening to their audience and fully understanding the language they use. Whether it’s Gen Z, Black women, or older LGBTQ+ consumers, knowing the language they use makes all the difference. Market research provides the insights needed to create messaging that feels personal, relevant, and engaging. There are various ways companies can leverage different research methods. Here are a few: 

1. Surveys and Polls to Discover Consumer Preferences: Surveys allow companies to test specific words, phrases, and taglines with their target audience. Companies can ask customers directly what terms resonate with them, which they find annoying, and what kind of messaging they prefer. Here’s an example: A CPG brand could survey different demographic groups to find out whether “sustainable” or “eco-friendly” resonates better when promoting a new product line. 
2. Focus Groups to Gain Contextual Insights: Focus groups offer insights by revealing how consumers respond to specific language in real-time discussions. Participants can share why they like or dislike certain messaging and help companies understand the emotional triggers behind their reactions. For instance, a fashion retailer might conduct focus groups to learn whether Gen Z consumers prefer messaging focused on self-expression or sustainability. 
3. Social Listening to Identify Trends and Sentiments in Real Time: By monitoring conversations on social media, companies can uncover trends and learn the words customers naturally use when talking about their needs or challenges. This helps brands craft messaging that mirrors how their audience communicates. For example, a beauty brand might notice that consumers are using #shelfie on their posts of their favorite beauty products organized in or on their shelves at home and incorporate that language into their posts. 
4. A/B Testing to Validate Messaging with Real-World Data: A/B testing allows brands to experiment with different versions of marketing messages to see which performs better. This method provides hard data on what resonates and what falls flat. A travel company might test two different email subject lines– one using “stress-free vacation” and another using “easy escapes”– to determine which would generate more clicks. 
5. Ethnographic Research to Understand Important Cultural Contexts: Ethnographic research helps companies develop messaging rooted in the cultural values of their target audience. This method is particularly valuable for brands trying to connect with minority or niche consumer groups, who may have unique language preferences. If a tech company wanted to target Hispanic consumers, they could conduct ethnographic research to better understand how bilingual customers describe their technology needs. 

Annoying marketing terms do more than just irritate us– they can create barriers between brands and the audience they are trying to reach. To connect meaningfully with consumers, companies need to move beyond jargon and embrace messaging that is clear, authentic, and aligned with customer values. 

Market research provides a window into consumers’ minds, serving as the foundation for crafting these messages. By grounding messaging in real data and genuine insights gained through research, brands can cut right through the noise, build trust, and resonate with the audience they aim to serve. Read more about marketing and market research on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

Pet Owners’ Embrace of High-End Pet Food and Its Implications for the Pet Care Market

In recent years, the pet care market has witnessed a notable shift: pet owners are increasingly gravitating toward upmarket pet food. The commercials feature pet food that is not only stored in the fridge but also often bears more than a passing resemblance to food the pet owners would make for themselves. 

This trend is not a fleeting fad but a significant movement reflecting broader societal changes. As pets are increasingly viewed as genuine members of the family, their care is becoming more personalized and more luxurious. Here, we will take a look into the reasons behind this shift and its implications for the pet care industry. 

What Are The Drivers Behind the Rise of High-End Pet Food?

• Humanization of Pets More than just a pet, modern pet owners see their pets as integral parts of their family. This humanization trend has led to a demand for pet food that mirrors the quality and variety of human food. Consumers seek organic, non-GMO, and sustainably spruced ingredients, mirroring their own dietary preferences. 

• Health and Wellness Concerns Just as humans are becoming more health-conscious, so too are pet owners when it comes to their furry companions. There is a growing awareness of the impact of diet on pet health, driving demand for high-quality, nutrient-rich pet food that promises to enhance pets’ well-being and longevity. Many pet owners are turning to veterinarians for information on how to best support their pets’ mental health, as well. 

• Premiumization The premiumization trend, where consumers opt for higher-quality, often more expensive products, is evident in the pet food market. This shift is partly driven by higher disposable incomes and the willingness to spend more on products perceived as superior. 

• Brand Trust and Transparency Brands that are transparent about their ingredient sourcing and manufacturing processes are gaining consumer trust. Pet owners are more informed and discerning, opting for brands that align with their values, such as sustainability and ethical treatment of animals. 

The Potential for Market Growth and Other Opportunities for Brands

The embrace of high-end pet food has significant implications for the pet care market. Here are some key areas of impact and opportunity to take note of: 

• Market Expansion: The global pet food market is projected to grow significantly in the coming years. In 2021, the market size was valued at $87.08B and is expected to expand at a compound annual growth rate (CAGR) of 4.6% from 2022 to 2023. It’s the premium pet food segment that is driving this growth. 

• Innovation and Differentiation: To capture the growing demand for high-end pet food, companies are investing in innovative product development. This includes the introduction of exotic protein sources (such as venison), functional ingredients (probiotics, omega-3 fatty acids), and personalized nutrition plans tailored to individual pets’ needs. 

• E-commerce Boom: The convenience of online shopping has fueled the growth of high-end pet food sales. E-commerce platforms offer a wide range of premium options, easy access to product information, and customer reviews, all of which help pet owners make informed purchasing decisions. Subscription services providing regular deliveries of high-quality pet food are also gaining traction. 

• Sustainability Focus: As environmental awareness rises, pet owners are seeking sustainable pet food options. Brands that prioritize eco-friendly packaging, sustainable ingredient sourcing, and ethical production practices are likely to attract a loyal and lasting customer base.  

The rise of premium pet food is reshaping the pet care market as customers who can afford to do so are extending their search for higher-quality products for other aspects of their lives to their pets. It’s a shift that presents significant growth opportunities for brands that prioritize the elements that are most important to pet owners– innovation, transparency, and sustainability. 

Eyes4Research has everything you need to collect high-quality insights from pet owners and our Veterinarian panels. Our panels are made up of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

Tracking the Evolution of E-Commerce

Over the past two decades, e-commerce has evolved from a novel concept to a dominant force in retail, reshaping how consumers shop and businesses operate. The seamless integration of technology with commercial transactions has propelled e-commerce to new heights, marking a shift in how goods and services are bought and sold. 

The Retail Evolution

E-commerce has evolved thanks to technological advancements, consumer preferences, and a shift in shopping behaviors. It began with basic online transactions that allowed users to purchase goods. However, over time, it transcended mere transactions, embracing user experience, personalization, and omnichannel strategies. From mobile commerce to the emergence of AI-driven recommendations and virtual reality shopping experiences, the journey has been revolutionary. 

Understanding Retail Consumer Behavior 

In this digital realm, understanding consumer behavior is pivotal for success. Custom online panels have emerged as a powerful tool for businesses to gain real-time insights directly from their target audience. These panels enable companies to create tailor-made surveys, conduct in-depth market research, and collect feedback from specific demographics, providing invaluable data to steer their business strategies. 

The Impact of Custom Online Panels in Understanding the Market 

Custom online panels, like the ones created and managed by Eyes4Research, offer a direct line to the pulse of the market. By engaging with a custom panel, businesses can obtain nuanced, detailed insights about consumer preferences, purchasing behaviors, and trends. Tailoring surveys and research specifically to a brand’s unique requirements allows for deeper, more targeted analyses, resulting in actionable insights that drive business growth. 

These panels are not just about collecting data, but about understanding the consumer psyche, anticipating their needs, and aligning products and services accordingly. In addition, with the flexibility to conduct surveys at scale and with precision, custom online panels offer a cost-effective means to access critical market insights. 

As e-commerce continues to shape the retail landscape, leveraging custom online panels becomes not just an advantage but a necessity. Understanding consumers and their ever-evolving needs is the key to thriving in the retail market. Eyes4Research creates and manages custom online panels that give our clients the ability to adapt, evolve, and understand consumer behavior, setting them apart from their competition. 
Read more about the retail industry and consumer behavior on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

Not Every Business Will Thrive in a Data-First Economy– Make Sure Yours Does 

We are in an era dominated by data, and it’s clear that the business landscape has undergone a transformation. B2C and B2B companies that harness the power of data are not just surviving; they’re thriving. However, not every B2C or B2B business is equipped to navigate this data-first economy successfully. To ensure your business remains relevant and prosperous, adapting to the charging times and leveraging the invaluable insights data provides is essential. 

Why Data Matters

Data is the lifeblood of the modern business world. It’s the key to understanding customer behavior, market trends, and even your own business operations. With data at your fingertips, you can make informed decisions, streamline processes, and develop strategies that resonate with your target audience. But the question isn’t whether data matters; it’s whether your business is utilizing it to its full potential. 

The Data-Driven Advantage

B2C and B2B businesses that embrace a data-first approach are witnessing substantial benefits. These businesses can personalize customer experiences, optimize marketing campaigns, and stay ahead of competitors. Data also allows for a deeper understanding of consumer preferences, enabling companies to tailor their products and services accordingly. 

Why You Shouldn’t Ignore Data

On the flip side, B2C and B2B companies that neglect data are at risk of falling behind their competitors. They might be making decisions based on guessing rather than facts, missing out on opportunities, and failing to address customer needs effectively. In the data-first economy, this approach can be detrimental.

Why You Should Leverage Custom Online Panels

One effective way to ensure your business thrives in this data-first economy is to utilize custom online panels. Custom online panels, such as the panels created and managed by Eyes4Research, are a valuable resource for gaining specific insights and information from your target audience. These panels are tailored to your unique business needs and help you collect data that is relevant to your industry and goals. 

Here are just a few of the benefits of using custom online panels: 

• Precise Targeting: With custom panels, companies can reach the exact audience they want to study, ensuring that the data they collect is highly relevant to their business. 
• Timely Data: Custom panels allow B2C and B2B businesses to collect data quickly, enabling them to respond promptly to changing market conditions. 
• Cost-Efficiency: These panels often prove to be a cost-effective way to collect data when compared to more traditional research methods. 
• High-Quality Data: The data companies collect from custom panels is typically of high quality, providing them with actionable insights. 

Businesses that embrace the data-first economy are poised for success, while those that ignore this shift may find it increasingly challenging to compete. To ensure your business remains ahead of the curve, consider partnering with an experienced data collection agency like Eyes4Research so you can harness the power of custom online panels for your business. 

Read more about the relationship between market research and the business landscape on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

The Role of AI in Powerful Music Creation and Curation

The technology landscape is evolving fast, but one facet that has shown remarkable potential is AI. From self-driving cars to personalized recommendations, the influence of AI has permeated various industries, including music. 

Here are the ways that AI is playing a role in both creating and curating music, unveiling an exciting collaboration between human creativity and technological innovation. 

1. AI as a Music Creator

AI has proven its mettle as a music creator, capable of composing melodies, harmonies, and even entire musical pieces. Leveraging deep learning algorithms and vast music databases, AI systems analyze patterns, genres, and styles to generate compositions that rival human creations. 

They learn from existing music, continually refining their abilities, and pushing boundaries beyond human imagination. 

2. Enhancing Collaboration

Rather than replacing human musicians, AI acts as a collaborative partner, sparking new ideas and expanding creative horizons. AI facilitates experimentation by providing musicians with novel patterns, melodies, and arrangements, unlocking previously unexplored artistic territory. 

3. Tailored Music Recommendations

The age of streaming platforms has witnessed an overabundance of music choices and AI-powered recommendation engines have become indispensable. Analyzing user preferences, listening patterns, and even emotional responses, AI algorithms curate personalized playlists, ensuring a seamless musical journey for each listener. 

4. Music Curation and Discovery

AI personalizes music recommendations and aids in music curation for various platforms. Whether it’s curating background music for videos, arranging playlists for radio stations, or selecting tracks for themed events, AI offers unparalleled efficiency and accuracy, ensuring the right music reaches the right audience. 

5. Breaking Barriers and Embracing Diversity

AI-driven music creation and curation have opened doors for diverse musical genres and artists. In exploring underrepresented musical styles and promoting emerging talents, AI plays a crucial role in fostering inclusivity and preserving cultural heritage. 

6. Ethical Considerations

As AI gains prominence in the music industry, ethical concerns arise. Questions about copyright, intellectual property, and the potential loss of human creativity warrant thoughtful consideration and responsible implementation of AI technologies. 

AI enriches the musical experience for listeners, empowers artists with innovative tools, and expands the boundaries of creativity. As the use of AI becomes more commonplace, is essential to embrace the possibilities of collaboration between creativity and technology in a way that recognizes ethical concerns as well as how this technology can move the music industry forward. 

Read more about technology and the entertainment industry on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

The SAG-AFTRA Strike: What You Need to Know

Currently, actors under the SAG-AFTRA union are on strike, which means not promoting their movie at events, appearing in any new roles, and many other things. But what are the specifics under their restrictions, why are they striking, and how does it connect to AI? 

What is SAG-AFTRA?

SAG-AFTRA is a labor union that represents actors and general media professionals, helping them negotiate for better wages and working conditions in the event that they are unreasonable/unlawful. Not just big name millionaire actors, but small actors trying to break into the industry often find it beneficial to join unions for the reasons stated, and boycotting for higher wages benefits them more than it does the Matt Damons and Tom Cruises of the industry. The union was born in a merger of two established unions, the Screen Actors Guild (1933-2012) and the American Federation of Television and Radio Artists (1937-2012). SAG-AFTRA currently has upwards of 100,000 members. 

Events Leading up to the Strike

Last month, under the conditions that their negotiating committee would not reach an agreement on their new contract with powerful Hollywood studios, SAG-AFTRA voted to go on strike. In late June, upwards of a thousand actors signed a letter threatening to strike, including A-listers like Rami Malek and Meryl Streep.

Negotiations that the union proposed to AMPTP (the Alliance of Motion Picture and Television Producers) included limiting the use of self-tape auditions (due to potential bias towards better camera and audio quality amongst audition participants) and issuing residuals for streaming viewership. 

On July 14, the union announced at a press conference its decision to go on strike after their agreements were not met, following the laying out of details of the strike. This would be the first strike involving actors in the television and film industry since 1980. 

AI in Film

One of the issues discussed in the strike was the use of AI-replicated digital likenesses of actors. A portion of the statement that SAG-AFTRA made depicting AMPTP’s stance on the issue (which the latter denies) is as follows, “We want to be able to scan a background performer’s image, pay them for a half a day’s labor, and then use an individual’s likeness for any purpose forever without their consent”. This caused outrage among many actors on social media, as the issue of appropriate payment for especially lower-ranking actors is one that has existed for a long time. Most entry-level actors don’t make nearly enough from one role to live off of, so many have to fit auditions, headshots, and other things in between one or two jobs. 

This hit a nerve with a lot of people likely as a result of the increased use of AI in movies and TV shows, like the de-aging of some actors and the AI generated artwork in the opening title sequence in Marvel’s new show, “Secret Wars”. The ethical issue regarding AI art is a similar one, as many artists feel their art is being stolen from search engines to create this art, and some artists who do commissions express concern over the possibility of losing customers who want custom art commissioned. The attitudes of digital artists and actors are similar enough, both parties wanting to get full credit and payment for work they create. 

Terms of the Strike

The terms of the strike that SAG-AFTRA proposed included actors not being able to promote their projects at film festivals or events, on social media, do interviews, and attend premieres. So pretty much any public promotion of films or shows from the actors is off the table. 

Even promotional collaborations posted on social media have a disclaimer in their posts “filmed before the strike”. So, for however long this strike lasts, don’t expect to see any newly recorded media interviews with your favorite actors.

About the author: 

Akili Raphael is a third-year student at DePaul University. He’s also an author and published his first book when he was only 10 years old. He is well versed in media topics such as animation, filmmaking, and is active in the online video game and sports communities. In his free time, he keeps his overflowing creativity in check by writing, creating art in various mediums, making short films, and practicing martial arts. Always interested in learning new things and sharing ideas, he considers himself a student of life above all else. 

How Millennials are Driving the Rise in Online Pet Pharmacies

The population of pet owners in the U.S. is younger and more connected than ever. This shift is changing the way veterinary care is managed. 

According to a generational study by the American Pet Products Association (APPA), Millennials are the largest pet-owning segment in the U.S., representing 32% of all pet-owning households. This audience is considered digitally native and is more likely to view their pets as ‘part of the family’ than older generations. 

Because they are digital natives, Millennials are more comfortable going online to learn about pet products than previous generations. The same APPA study revealed that 62% of Millennial pet owners increased the number of online pet product purchases they made over the last year, with over half of those respondents stating that they plan to increase online purchases with home delivery over the next year. This shift indicates that these habits are here to stay.

Before the pandemic sent most audiences online for their shopping, there were signs indicating that increased digital spending by pet owners was already underway. Millennials especially love having pet products shipped directly to their homes– they (and even older Gen Z pet owners) have embraced auto-ship and subscription models for pet products. 

E-commerce and Pet Medications

This preference for online shopping is also impacting the market for pet medications, especially for medications that comprise the majority of prescription spending, like preventatives, parasiticides, and medications for chronic disease management. Many Millennial pet owners are buying medications from their veterinarians’ websites rather than in person from their practices. Others are turning to third-party online retailers. 

While this change in behavior was challenging for veterinarian practices that had to adapt during the pandemic, the shift to online medication purchasing was offset by the increase in demand for pet medications. It is predicted that this trend will continue, with analysts estimating that the share of pet products purchased online will grow, reaching 30% of the overall pet medication market by 2025. 

A large percentage of medications, especially preventatives and those that are used to treat chronic conditions will require refills. This means that consumers will continue to embrace the ease of home delivery as well as shop around for the best price, which is easier to do from the comfort of home. This follows the larger transformation in e-commerce that has occurred in other categories, like groceries and apparel. 

How E-Commerce Has Impacted Veterinary Practices?

The migration toward online shopping for pet products has transformed how some veterinary practices are managed, including how inventory is managed and even the mix of products and services that they offer. Some veterinarian clinics are carrying a more tightly edited inventory, only stocking products and medications that are needed for acute treatment situations. 

Pet Owners Still Need Veterinarians 

Regardless of how pet owners shop for and receive the products that they buy for their furry friends, veterinarians will still be at the center of the relationship between them and their pets. The APPA study reveals that almost 60% of pet owners reported relying on their veterinarians for pet health information and guidance. 

To keep pace with the changing needs of their customers, veterinarians will need to adapt to an environment that is more digital, while also staying focused on pet health and wellness. More pet owners are now attending to the overall wellness of their pets and still turn to their veterinarians for advice. A study by Eyes4Research revealed that 61% of pet owners consider their veterinarian a key source of information on holistic pet care.  

Veterinarians have the challenge of embracing new technologies in order to meet their customers where they’re at.  But they also have the unique opportunity to elevate the quality of information they offer to them at the same time. 
Eyes4Research has everything you need to collect high-quality insights from pet owners and veterinarians. Our panels are made up of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

4 Examples of Behavioral Economics in B2C Marketing

Consumers probably think that they know exactly why they buy what they buy. The reality of how purchase decisions are made is more complicated, and research points to the idea that most decisions that humans make are the result of subconscious urges. 

Consumers are creatures of habit and instinct, making decisions on gut feelings, not so much employing rational considerations. This intersection of human nature and economics is where behavioral economics comes into play. 

What is behavioral economics? 

Behavioral economics studies psychological factors’ effect on consumers’ economic decision-making. The goal of behavioral economics is to more clearly understand consumers’ decision-making and to try ad predict human behavior in different situations. 

Consumer behavior can be influenced by things big and small, such as the political climate, or the amount of options someone has as they are deciding which product to buy. 

How is behavioral economics used in marketing? 

Behavioral economics studies how consumers’ purchasing decisions are influenced by factors that are seemingly unrelated to the product itself. These factors can be social, psychological, cognitive, or emotional. 

Pair this with B2C marketing, whose core principle is to ensure that a consumer chooses one brand over another, and it becomes clear that behavioral economics aids B2C marketing strategies by understanding more about how consumer decisions can be influenced. As a result, making small changes to a product, the branding, and what choices a brand offers can have a huge influence on consumer behavior. Here are 5 examples of behavioral economics being used in B2C marketing:

Everyone Loves Free

There is probably no word in B2C marketing more powerful than ‘free’. It is for that reason that we often see ‘Buy one, get one free’, and not “Buy one, get one 50% off’. Consumers know that logically they are the same thing, but nothing beats the thrill of seeing the word ‘free’. A sandwich shop offering a ‘buy one, get one’ special on National Sandwich Day is an oft-used example of behavioral economics. 

The Power of Social Proof

A more academic form of peer pressure, social proof is one of the most impactful tools in behavioral economics. It is defined as the tendency to be swayed by other people’s choices, especially in ambiguous circumstances. 

Consumers are more likely to buy products that are popular to gain social standing with their peers, which explains why consumers read online reviews to gauge how trustworthy a company is. Most consumers trust a B2C brand with lots of positive reviews. 

The Scarcity Illusion

Limited-edition products are a solid example of the power of scarcity in behavioral economics. Consumers will tend to place more value on a product if they think that there is only a limited amount available, or if there is a limited window of time available for them to buy the product before it becomes unavailable. 

The grocery chain Trader Joe’s collection of seasonal, limited-availability products has a near cult following, with products often quickly selling out, with help from social media buzz. 

Loss Aversion

Consumers are more afraid to lose something they have than gain something they didn’t have. It basically means that consumers will feel the regret of losing $20 more acutely than they feel the enjoyment of finding a $20 bill on the sidewalk. 

The loss aversion principle sets out to describe what a consumer will lose by not making a purchase. ‘Lightning deals’ are an example of behavioral economics being employed in B2C marketing. These are discounted offers that last only for a very short period of time, encouraging consumers to make purchase decisions quickly, to avoid missing out. 

Read more about consumer behavior on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.