Datonics Research - Halloween

Halloween brings with it a unique opportunity for marketers to engage with a diverse audience eager to embrace the enchantment of the season. Halloween target marketing is a fascinating blend of creativity and strategy, aimed primarily at families and young people who seek excitement and fun during the spooky season. 

Halloween in the United States has a rich history that intertwines ancient traditions, cultural evolution, and modern festivities. Its origins can be traced back to the Celtic festival of Samhain, celebrated in Ireland over two thousand years ago, marking the end of the harvest season and the beginning of winter. Celts believed that on the night of October 31, the boundary between the living and the dead blurred, allowing spirits to roam the earth.

Today, Halloween is a commercial juggernaut, characterized by colorful decorations, themed parties, and a vast array of costumes. From haunted houses to pumpkin carving, the holiday reflects a blend of historical significance and contemporary culture, showcasing America’s ability to adapt and celebrate the past while creating new traditions for future generations.

In 2024, over 70% of consumers in the United States expressed their plans to celebrate Halloween. One of the most common ways to honor the holiday in the United States involves candy. Over 42% of respondents in 2024 (over 39% in 2023) said that they plan to pass out candy.

Another way to celebrate Halloween in the United States is by transforming homes and yards into haunting displays filled with spooky themes, creating a festive atmosphere that often features everything from carved pumpkins and cobwebs to animated figures and eerie lighting. Over 33% of respondents (over 30% in 2023) mentioned that they are going to decorate their homes and yards.

Many people also love to spend Halloween watching scary movies, which have become a cherished tradition during the season. This includes a wide range of options, from classic horror movies that send shivers down your spine - think iconic titles like "Halloween" or "Psycho" - to family-friendly animations that entertain younger audiences, such as "Hocus Pocus" or "The Nightmare Before Christmas." Speaking of statistics, almost 29% of respondents in 2024 (over 24% in 2023) are planning to spend the night watching.

Other Halloween traditions include dressing up pets in costumes (15% of respondents in 2024), throwing parties (12% of respondents in 2024), visiting haunted houses (18% of respondents in 2024) as well as taking children trick or treating (24% of respondents in 2024). 

What can Datonics offer this year?

According to the National Retail Federation, total Halloween spending is expected to reach a record $12.2 billion, exceeding last year’s record of $10.6 billion. At Datonics we have a unique audience that covers all Halloween shoppers:

Shopping Intent > Holiday and Special Event Shoppers > Halloween (300301)

Costumes play a pivotal role in the celebration of Halloween, and we are delighted to present an option in this regard:

Lifestyle > Shopping Behavior > Halloween Clothing Shoppers (Custom)

Recognizing that families with children represent the foremost audience for Halloween celebrations, we also have something to offer here:

Lifestyle > Shopping Behavior > Halloween Shoppers with 0-6 Years Kids (Custom)

Lifestyle > Shopping Behavior > Halloween Shoppers with 7-9 Years Kids (Custom)

Lifestyle > Shopping Behavior > Halloween Shoppers with 10-12 Years Children (Custom)

Lifestyle > Shopping Behavior > Halloween Shoppers with 13-15 Years Teens (Custom)

Since home decoration constitutes one of the largest expenditures associated with Halloween, we also feature a dedicated segment to cater to this demand:

Lifestyle > Shopping Behavior > Halloween Home Decor (Custom)

The Halloween target marketing audience is as diverse as the festivities themselves. As Halloween continues to evolve, understanding and engaging this multifaceted audience will be essential for maximizing impact and driving sales, ultimately transforming a seasonal celebration into a year-round brand opportunity.

And of course, Datonics is here to make any of your custom ideas come true.

Datonics Research - Political Data

 The 2024 U.S. election will be shaped by the diverse voting behaviors of multiple generations, each with its own main issues, controversial subjects and concerns. From the more traditional views of older voters to the progressive and tech-savvy outlook of younger generations like Gen Z, understanding these dynamics is crucial. With voter turnout expected to remain high, targeting specific demographic segments is essential.

Datonics offers valuable tools for tailoring strategies to different age groups and interests, ensuring effective engagement with the electorate.

Behavioral Audience

The impact and importance of each generation is diverse, with its own main interests, issues and controversial subjects.

According to Pew Research Center, 66% of eligible voters turned out for the elections in 2020, it was the highest rate for any national election since 1900.

Speaking about party affiliations, voters choose the Democratic or Republican party almost evenly (49% Democrats, 50% Republicans). 

According to Statista, the main voting power belongs to voters aged 45 and more. 71% of people aged 65+, 65% of people aged 45-64, and 55% of people aged 25-44 voted in the elections of 2020. The statistics are predicted to be similar this year. 

According to Statista, the percentages of adults likely to vote in the 2024 election are: 89% definitely voting from the Greatest/Silent Generation, 94% definitely voting from the Baby Boomers, 88% definitely voting from Gen X and 80% definitely voting from Gen Y/Millennials. 

However, this year we have a new player on the field, and this is Gen Z.

 The Gen Z Influence

Generation Z, born roughly between 1997 and 2012, is emerging as a significant voting bloc in U.S. elections. They tend to prioritize progressive issues like climate change and social justice. Their turnout in recent elections, such as 2020, has been strong, driven by their digital fluency and activism on social media. As more Gen Z voters come of age, they are expected to increasingly influence the political landscape, contrasting with the generally more conservative leanings of older generations.

Generation Z is estimated to make up about 17-18%, which is around 40.8 million voters of the eligible voters in the 2024 U.S. election. Their growing presence in the electorate gives them significant potential influence on the election outcomes.

What can Datonics offer?

Since age plays a crucial role, Datonics offers a diverse selection of age segments. For example:

Demographics > Age > 18-24

Demographics > Age > 25-34

Demographics > Age > 35-44

Demographics > Age > 45-54

Demographics > Age > 55-64

Demographics > Age > 65+

 To help streamline efforts and add precision, Datonics offers age categories by generation, enabling the ability to target specific groups with ease and accuracy:

 Demographics > Age > Baby Boomers

Demographics > Age > Gen X

Demographics > Age > Millennials

Demographics > Age > Gen Z

 An interesting fact is that 88% of voters who have a college degree said that they are definitely voting in the 2024 presidential election, according to Statista. In comparison, only 86% of people  without college degrees were definitely planning to vote in November.

Corresponding Datonics segments are helpful to account for this behavior:

Demographics > Education Level > High School Diploma

Demographics > Education Level > Incomplete College Degree

Demographics > Education Level > College Degree

Datonics also offers segments that focus on interests, which can also help to reach those coveted Gen Z audiences.

Internet & Software

Electronics > Gaming & Video Games

Electronics > Gaming & Video Games > Online Games

Electronics > Gaming & Video Games > Gamers

And in terms of social issues, Datonics offers segments including:

Green Products

Lifestyle > Environment Conscious > Sustainable Green Living Enthusiasts

Premium > Lifestyle > Green Awareness

Audience Insights - How I Built It

Meet Donna Fintzi, Lead Product Manager at Datonics. Donna was honored as a Rising Star by advertising industry publication Cynopsis for her work on developing Datonics’ ecommerce product Audience Insights. We spoke to Donna about her work on Audience Insights®, as well as her perspective on ecommerce and product development. 

How did the idea for Audience Insights develop?

The inception of Audience Insights was rooted in the market's pressing demand for a deeper, more nuanced understanding of customer behaviors and preferences. Brands and advertisers were struggling with superficial data that failed to translate into meaningful engagement strategies. They needed a way not just to learn about their customers but to truly comprehend them and reach out in impactful ways.

Recognizing this, Audience Insights was created to go beyond traditional analytics. It was engineered to delve into the intricacies of consumer behavior, providing a rich tapestry of data that paints a detailed portrait of who the customers are, what drives their decisions, and how they can be reached. The goal was to transform raw data into deep understanding and action—converting insights into stories that feel personal and direct and allowing brands to find more of those best in breed customers.

What were some key learnings for you as you built the product?

Understanding that simplicity and accessibility are key. Complex data needs to be presented in a way that is easily understood and actionable for users without technical backgrounds.

Has your approach to product development changed at all since the first product?
Yes, my approach to product development has evolved significantly since the first product, particularly with a stronger emphasis on being user-centric. Initially, the focus was primarily on building a tool that catered to a specific set of users. However, as we developed Audience Insights, we realized the importance of expanding our perspective to include the diverse needs of various stakeholders, such as brands, advertisers, publishers, and agencies. This evolution toward a more inclusive and flexible product has allowed us to support a broader range of business objectives, ensuring that Audience Insights can be a valuable tool for anyone looking to optimize their audience strategies.

What excites you about product development?
One of the most exciting moments in building Audience Insights was when we identified a gap in how our users were understanding their target demographics. We kept hearing from users that they needed a way to visualize not just who their audience was, but how they compared to a broader baseline. By really listening to these concerns and diving into the problem, we were able to develop an indexing feature that allowed users to see their audience composition alongside a benchmark.

This process involved collaborating across teams, gathering feedback, and iterating on designs to ensure the feature was both intuitive and powerful. The result was a tool that not only solved the immediate problem but also empowered users to make more informed marketing decisions. Seeing how this feature positively impacted our users' ability to strategize and grow their businesses was incredibly fulfilling and underscored the power of problem-solving in product development.

What was the inspiration behind Audience Insights®? 

Watching my father run his own horse and carriage business in Central Park in New York City, I learned the elements that contributed to his successes and challenges. I remember how my dad would spend time talking to his customers to learn about them and what they liked and didn’t like. He would personalize their experiences, which set him apart from competitors.

In working with hundreds of brands at Datonics, I have seen how their challenges are not dissimilar to the ones her father faced. For example, he had an increasingly hard time competing with those who were starting to power various functions through digital capabilities.

I believe that by providing access to data and tech, brands are able to unlock profound opportunities.

It's all about figuring out who their customers are, what resonates with them, and creating remarkable experiences based on that information. Enrichment and insights are the building blocks of this experience.

For more information on Audience Insights, please visit https://www.datonics.com/explore-insights

Datonics Research - Back to School

Back-to-school shopping in the United States is a quintessential experience that marks the end of summer and the anticipation of a new academic year. It's a period filled with excitement, nostalgia, and the scent of freshly opened notebooks and sharpened pencils.

Each year, typically beginning in late July, peaking in August, and finishing in early autumn, families across the country go to a ritualistic shopping. Department stores, big-box retailers, and online marketplaces buzz with activity as students from kindergarten to college prepare to hit the books.

Behavioral Audience

As education becomes more personalized, so does back-to-school shopping. With the rise of individualized learning plans and home-schooling, shopping lists are becoming more tailored to specific educational needs. 

According to Capital One Shopping research, Americans spent a total of $135.5 billion for back-to-school and back-to-college shopping in 2023. And the numbers presumably will continue growing. For example, in the last 2023 year, the average household spent $890.07 for back-to-school shopping. This year consumers intend to spend $918 for their children to go to school.

Based on Statista, some of the most common educational necessities include clothing and accessories, as well as school supplies, such as books, pens, backpacks, and more. An interesting fact is that the number of people buying school-necessitated electronics has increased significantly: on average, about 70% of parents in the United States planned to buy computer-related equipment in 2023. The situation in 2024 will definitely be similar to 2023. 

What can Datonics offer?

The back-to-school shopping season in the United States is a significant retail event, with a diverse target audience that includes students, parents, and educators. In the digital era, data-owning companies can show the easiest ways to target your customers as we know all the back-to-school shopping values and trends. Datonics can be a big help for your business.

To effectively reach these diverse audiences, we first of all offer to target the general audience:

Education > Back to School

As clothing is a major highlight of back-to-school shopping, many students see it as an opportunity to redefine their style for the new year. Retailers roll out deals on jeans, jackets, shoes, and accessories, everything that is going along with pop culture. The first day back is a runway for students to showcase their latest fashion finds, that is why we offer a diverse group of segments:

Style & Fashion > Clothing > Children Wear > Back to School

Style & Fashion > Clothing > Children Wear > In Store Shoppers

Style & Fashion > Clothing > Children Wear > Teens

We should not forget that parents are the primary purchasers during the back-to-school season, focusing on balancing quality, price, and convenience. Therefore, Datonics can offer to target all the main groups of parents:

Family > Parents > Parents To Babies

Family > Parents > Parents To Toddlers

Family > Parents > Parents To Teens

In recent years, sustainability has become a key focus of back-to-school shopping. Parents and students of all ages are increasingly conscious of their environmental footprint, opting for eco-friendly products. Recycled paper notebooks, biodegradable pens, and solar-powered calculators are becoming more mainstream. The following audiences would be the best choice:

Premium > Lifestyle > Shopping Behavior > Smart Greens

Premium > Lifestyle > Green Awareness

In summary, back-to-school shopping involves a multifaceted audience with varying needs and preferences. Understanding these differences is crucial for retailers who wish to offer relevant products and make the best marketing strategies.

Datonics Research - July 4, Independence Day

Independence Day, celebrated on July 4th, is a federal holiday in the United States that marks the anniversary of the adoption of the Declaration of Independence in 1776. This historic document, drafted primarily by Thomas Jefferson, announced the American colonies' separation from Great Britain and articulated the fundamental principles of liberty and equality that would become the bedrock of the new nation.

Over time, Independence Day became a symbol of national pride and unity. Today, the Fourth of July is marked by parades, fireworks, concerts, barbecues, and other public and private events, celebrating American independence and the values of freedom and democracy.

Behavioral Audience:

On the Fourth of July, American traditions come alive in a vibrant celebration of independence. Communities gather for parades, where marching bands and local organizations display their patriotic pride. Families and friends enjoy barbecues and picnics, often featuring classic dishes like hot dogs, hamburgers, and apple pie.

As the sun sets, fireworks light up the sky, a dazzling tribute to the "rockets' red glare" from the national anthem. People often wear red, white, and blue clothing and adorn their homes with American flags. In many towns, local festivities include concerts, fairs, and historical reenactments, bringing the spirit of 1776 to life. These traditions collectively honor the nation's history and celebrate its enduring freedom and unity.

According to Numerator, 73% of consumers plan to celebrate Independence Day in 2024, down 16.1% from 2023. Among them 83% of shoppers expect to purchase food on their Independence Day. 48% also intend to buy alcoholic beverages. Among those planning to buy alcohol, beer is the top choice (75%) followed by spirits (40%). According to the National Retail Federation's annual Independence Day Consumer Survey, total consumer spending during the Fourth of July holiday was predicted to soar to $9.5 billion, in reality it hit an estimated total of $13.5 billion on food and beverages for the Fourth of July 2023.

The most popular activities for Independence Day celebrations are gathering with family and friends (58%), making grills or barbecue (56%), attending public celebrations (31%), cooking or baking at home (26%), decorating homes (17%), and even traveling (11%).

What can Datonics offer?

In our Datonics Taxonomy you can always find some audiences suitable for any occasion, Independence Day is no exception.

The Fourth of July is a significant celebration that unites communities across the nation. It brings together people from all walks of life to partake in the spirit of patriotism and communal joy. Therefore, you can choose our Premium section and target the whole 4th of July audience at once:

Premium > Lifestyle > Shopping Behavior > 4th of July

As families and friends gather in backyards across the nation, the air fills with the tantalizing aroma of sizzling meats, the sound of laughter, and the crackle of charcoal. But beyond the delicious food, these activities symbolize unity, freedom, and the celebration of American heritage. Meanwhile, you can for sure take advantage of our connected to grilling and barbecue audiences:

Home & Garden > Garden > Grill & Meat Smoker

Food & Beverages > Barbecues & Grilling (Custom)

Additionally, we can provide you with our tailored audience options:

Shopping Intent > Seasonal > July 4th - Precise (Custom)

Lifestyle > July 4th Weekend Celebrator (Custom)

In conclusion, the 4th of July represents more than just a date on the calendar — it embodies the very essence of American identity. May the spirit of independence continue to inspire us to strive for a brighter, more inclusive future for all Americans.

Datonics Research - Graduation Season

Graduation season in the United States primarily encompasses high school and college graduations occurring in late spring, typically in May and June. This period marks significant consumer spending as families and friends purchase gifts, party supplies, and services to celebrate the achievements of graduates.

Market Research

According to the National Retail Federation (NRF), graduation spending in the U.S. reflects a significant consumer behavior pattern where gift-givers seek both functional and memorable gifts for graduates. Popular gift categories include electronics (such as laptops and smartphones), clothing, books, cards, and gift cards. The trend towards cash gifts continues to hold strong, with many preferring to provide financial support to graduates starting new chapters in their lives.

Consumer Spending Trends

The NRF's (National Retail Federation) latest survey indicates that total spending for graduation gifts in the U.S. is expected to reach approximately $5.8 billion in 2023, maintaining a steady increase from previous years. The average spend per gift-giver is around $112, with higher expenditure noted among immediate family members.

The NRF additionally conducted a survey of what types of graduation gifts parents, family members, and friends, were planning on giving a graduate. The survey found that 52% of respondents were planning on gifting cash, 38% were going to give a card, 33% were going to give a gift card, 18% apparel, 15% Electronics with the remaining 5% being other gifts.

Persona Analysis:

The Proud Parent: Typically, in the 40-55 age range, these gift-givers are parents of the graduates. They prefer substantial and functional gifts that aid in their child's next steps, such as funding for further education or travel.

The Supportive Peer: Mostly fellow graduates or close friends, aged between 18-25. They tend to favor personalized or sentimental gifts that commemorate their shared experiences.

The Affectionate Relative: This group includes grandparents, aunts, and uncles who often opt for cash gifts or personalized gifts of an item that is convenient to post graduate life which reflects a practical approach to gifting.

Marketing Strategies

Marketing efforts during graduation season are increasingly utilizing digital channels, with a focus on emotional appeal and personalization. Campaigns often highlight themes of achievement, future possibilities, and the journey of education. Social media platforms are pivotal in reaching younger demographics, while email and targeted online ads effectively engage parents and family members.

Datonics Data - Summer Travel

Summer is a popular time for vacations with many seeking long weekends and weeks away. By using our unique content, advertisers can broaden their horizons and engage more travelers as they plan their trips and look for interesting, relaxing and adventurous activities and destinations for their summer fun.

For example, our range of family vacation segments can attract big audiences from kid-friendly excursions in theme parks to family tours with activities tailored to all ages and interests:

• Travel > Family Vacations 

• Travel > Family Vacations > Theme Parks

• Travel > Family Vacations > Theme Parks > Disney Theme Parks

• Travel > Family Vacations > Amusement Parks High Spend 

Build campaigns using our captivating segments:

• Travel > Adventure Seekers

• Travel > Camping 

• Travel > National Parks

• Travel > Tourist Attractions Seekers

Cover campaign by using our segment suitable for each individual:

• Travel > Budget Travelers

There are also options to request a custom-built audience for a truly distinctive outcome:

• Lifestyle > Summer Traveler (Custom)

• Lifestyle > Summer Outdoor Enthusiasts (Custom)

Datonics Data - Earth Day

Brands & Agencies: Help your clients build their campaigns by using our main green segments. These audiences will surely engage more people in protecting our planet's invaluable resources:

• Lifestyle > Environment Conscious

• Premium > Lifestyle > Shopping Behavior > Smart Greens

• Green Products

Show everybody how to embrace the green mindset and unlock a world of endless possibilities.

Let us share our green awareness segments, to increase the potential of the green mindset: 

• Premium > Lifestyle > Green Awareness

• Premium > Lifestyle > Green Awareness > Think and Act Green

• Premium > Lifestyle > Green Awareness > Likely to Think Green

• Premium > Lifestyle > Green Awareness > Have Potential to Think Green

Who is reducing carbon emissions and paving the way for a cleaner and greener future? People who drive an electric vehicle. With each mile traveled, you are not just moving forward, you are driving positive change for our planet. And of course, we have some suitable segments for this kind of campaign.

• Automotive > Electric, Hybrid, Green

• Automotive > Electric, Hybrid, Green > Owners

Join the green revolution this Earth Day and let's paint the world with sustainable actions!

Datonics CEO Michael Benedek Joins Ad Council Analytics Committee

Datonics CEO Michael Benedek has joined the Ad Council’s Analytics Committee, which provides feedback and strategic guidance to The Ad Council on measuring performance of incoming campaigns. Members of the Analytics Committee review and advise on the KPIs and related measurement strategies, which are utilized to track and demonstrate performance of new campaigns. The overall purpose is to ensure The Ad Council can measure impact which is meaningful; aligns with the objective of the communications; and can effectively be tied back to the campaign.

Other member companies of the Ad Council Analytics Committee include Morning Consult, Wells Fargo, Ampersand, Quantcast and more.

“A strategic data-driven approach is more important than ever to ensure campaigns are optimized and meeting objectives. I am honored to be part of the Ad Council’s Analytics Committee and help to make the most impact possible towards the various important causes the group supports,” said Michael Benedek.

Michael Benedek joined the Ad Council’s Leadership Council in October 2023.

For more than 80 years, the Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change around the most pressing issues in America. Since the non-profit’s founding, the organization and its partners in advertising, media, marketing and tech have been behind some of the country’s most iconic social impact campaigns – Smokey Bear, A Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the Paper Ceiling and many more. With a current focus on mental health, gun safety, the opioid epidemic, skill-based hiring and other critical issues, the Ad Council’s national campaigns encompass advertising and media content, ground game and community efforts, trusted messenger and influencer engagement, and employer programs, among other innovative strategies to move the needle on the most important issues of the day.

Datonics Research: Automotive Brands

In this Datonics Research series, we explore the top automotive brands and their focus areas, ties to sports and culture and other brand data.

General Motors: General Motors (GM), a leading automotive manufacturer, employs a comprehensive marketing strategy encompassing strong brand positioning, diverse product portfolio, and a focus on innovation. GM's branding targets specific market segments through its range of brands like Chevrolet, GMC, Buick, and Cadillac. Emphasizing digital marketing and integrated communication, GM engages consumers through targeted advertising, sponsorships, and effective customer relationship management. These tactics, alongside continuous adaptation and research-driven innovation, particularly in electric vehicles, solidify GM's position in the competitive automotive market.

-       Chevrolet, has had a long-standing partnership with Major League Baseball. Chevrolet has been the official vehicle sponsor of MLB and has featured prominently in MLB-related advertising campaigns. This partnership includes Chevrolet's sponsorship of the MLB All-Star Game and various MLB teams. Chevrolet has a rich history in NASCAR (National Association for Stock Car Auto Racing). Chevrolet vehicles, especially the Chevy Camaro and Silverado, have been used by NASCAR teams and have been featured in NASCAR-related marketing efforts.

-       Cadillac, one of GM's luxury brands, has been associated with the Oscars, one of the most prestigious events in the entertainment industry. Cadillac has often featured in high-profile advertising campaigns during the Academy Awards broadcasts.

Toyota Motor Corp: Toyota Motor Corporation, a Japanese automotive manufacturer, is renowned for its efficient manufacturing processes and high-quality, reliable vehicles. The company's philosophy emphasizes continuous improvement and respect for people, principles central to its global success. Toyota is a leader in hybrid technology, exemplified by its flagship Prius model. The brand focuses on sustainability and innovation, consistently pushing boundaries in automotive technology, including advancements in hydrogen fuel cells and electric vehicles. Toyota's global presence and strong brand image reflect its commitment to producing vehicles that meet diverse consumer needs, maintaining its status as a key player in the global automotive industry.

-       Toyota has had a significant partnership with the NBA in the United States. This partnership includes the "Toyota Halftime Report," which provides in-game analysis and highlights during NBA broadcasts. Toyota has also sponsored various NBA teams and events, connecting with basketball fans and sports enthusiasts.

-       Toyota is a worldwide sponsor of the Olympic and Paralympic Games. This collaboration extends to multiple Olympic Games and includes providing a fleet of vehicles for transportation and support during the events. Toyota's involvement highlights its global reach and commitment to mobility.

-       Toyota has been a leader in hybrid and electric vehicle technology. The company often collaborates with environmental organizations and initiatives such as the World Wildlife Fund (WWF), National Environmental Education Foundation (NEEF) and the Environmental Defense Fund (EDF) to name only a few, in order to promote its hybrid models, such as the Toyota Prius. These partnerships underscore Toyota's commitment to sustainability and reducing its environmental footprint.

-       Toyota has supported youth programs, education, and STEM (Science, Technology, Engineering, and Mathematics) initiatives. They have partnered with groups such as the Boys and Girls Clubs of America, FIRST Robotics Competition, National Society of Black Engineers (NSBE), and SkillsUSA alongside many other youth development groups. These collaborations aim to inspire and educate young people, often focusing on innovation and technology.

Ford Motor Company: Ford Motor Company, a storied American automaker, is known for its significant contributions to the automotive industry. Today, Ford continues to focus on innovation, particularly in electric vehicles and autonomous driving technologies. The company is also adapting to changing consumer preferences by investing in SUVs and trucks while streamlining its sedan lineup. Ford's commitment to sustainability and advanced technology demonstrates its dedication to staying at the forefront of automotive trends, ensuring its relevance and competitive edge in the global market.

-       Ford has a history of partnering their advertising with organizations such as the NFL to reach out to both rural and urban consumers, especially men aged 18-45 interested in sports.

-       Ford has celebrated its rich automotive history by collaborating with museums, historical organizations, and car clubs. These partnerships have often resulted in exhibitions and events showcasing Ford's classic cars and heritage.

-       In 2023 Ford has signed a 6 year partnership with google to accelerate Ford’s research under and development (Through a group called “Team Upshift” alongside the implementation of android into future Ford and Lincoln Vehicles.

Stellantis - FCA: Stellantis, formed from the merger of Fiat Chrysler Automobiles (FCA) and PSA Group in 2021 and is currently one of the world's largest automakers. The company boasts a diverse portfolio of iconic brands, including Jeep, Ram, Peugeot, and Fiat. Stellantis focuses on strategic growth in global markets, innovation in electric vehicles, and expanding its digital and technological capabilities. The merger has allowed them a far broader reach, increased resources for research and development, and enhanced competitiveness.

-       Stellantis brands, such as Jeep, Dodge, and Ram, have been involved in sponsorships and partnerships with various professional sports leagues and teams. For example, Jeep has had associations with the National Basketball Association (NBA), and Ram has been involved in partnerships with professional football teams.

-       Stellantis has a presence in NASCAR racing, with brands like Dodge having participated in NASCAR competitions in the past. While the extent of involvement may vary, motorsport sponsorships and advertising remain an important part of Stellantis's strategy.

-       Stellantis brands may participate in cultural events and festivals, often aligning with their brand image and values. Stellantis has been known to partner with events such as Le Festical de Cannes (Cannes Film Festival), Mardi Gras festivals, Boudeaux Fete le Vin (Wine Festival), and numerous international auto shows. Such partnerships can promote cultural awareness and community engagement alongside raising brand awareness on the global stage.

Hyundai Kia Auto Group: Hyundai Motor Company, a South Korean automotive manufacturer, is known for its rapid growth and innovation in the global market. Key to advertisers and data analysts is Hyundai's focus on affordable quality, technological advancement, and expanding into eco-friendly vehicles, including hybrids and electric models. Hyundai's marketing strategies often emphasize customer value, reliability, and modern design, appealing to a broad consumer base. Their commitment to research and development in future mobility, like autonomous technology, positions Hyundai as a forward-thinking and adaptable brand in the automotive industry.

-       Hyundai has had a significant partnership with the NFL in the United States. This includes being the official automotive sponsor of the NFL and Super Bowl. Hyundai's involvement in NFL-related advertising and promotions helps the brand connect with a wide audience of sports enthusiasts.

-       Hyundai has been a long-time sponsor of the FIFA World Cup, one of the world's most-watched sporting events. This global partnership includes vehicle displays at World Cup matches, extensive advertising campaigns, and promotion of Hyundai's vehicles on a global stage.

-       Hyundai is known for its high-profile Super Bowl commercials, often featuring celebrities and memorable storytelling. These advertisements during the Super Bowl, one of the most-watched television events in the United States, help Hyundai create a strong presence in the automotive advertising landscape.

-       Hyundai has occasionally advertised during the Academy Awards broadcast, capitalizing on the event's massive viewership to promote its vehicles and innovations in the automotive industry.

Honda Motor Company: Honda Motor Company, a major Japanese automaker, is recognized for its strong focus on innovation, particularly in developing efficient and reliable vehicles. Key for advertising firms and data analysts, Honda has a reputation for high-quality engineering and advanced technologies, including hybrid and electric vehicles. The brand emphasizes reliability, safety, and value for money, appealing to a wide consumer demographic. Honda's commitment to sustainability and pioneering in areas like fuel-cell technology also positions it as a leader in eco-friendly automotive solutions, making it a valuable brand for data-driven market analysis and targeted advertising strategies.

-       Honda has had a significant partnership with the NHL in the United States and Canada. This includes being the official automotive sponsor of the NHL. Honda's involvement in NHL-related advertising and promotions helps the brand connect with a wide audience of sports enthusiasts.

-       Honda has a strong presence in motorsport, particularly in the IndyCar Series. Honda-powered cars compete in IndyCar races, and the brand often highlights its racing heritage and technology through advertising campaigns related to IndyCar.

-       Honda has created the "Honda Stage" platform, which partners with various music artists and events to showcase emerging and established talent. Honda Stage events often include exclusive performances, interviews, and behind-the-scenes content, connecting the brand with music enthusiasts.

Nissan Motor Co: Nissan Motor Co., a prominent Japanese automaker, is renowned for its innovative approach, especially in crafting electric and autonomous vehicles. Nissan stands out for its pioneering work in electric vehicle technology, exemplified by the Nissan Leaf, one of the world's best-selling electric cars. The brand is synonymous with cutting-edge technology, performance, and affordability, attracting a diverse consumer base. Nissan's strides in intelligent mobility and driver assistance technologies, along with its global presence, make it a key player in the automotive industry.

-       Nissan has leveraged its ownership of Eleven Arts Animation Studio to host the Anime Expo car showcase in Los Angeles. This event featured custom vehicle designs based on popular manga series like Gundam Wing and My Hero Academia, targeting young adults interested in anime and related cultural elements.

-       Nissan collaborates with organizations like Habitat for Humanity, contributing to constructing affordable homes using their NV Passenger Vans. They also engage in environmental sustainability efforts, such as recycling programs for end-of-life batteries. These initiatives showcase Nissan’s commitment to social responsibility and environmental sustainability.

-       Nissan has partnered with celebrities and influential figures such as basketball player Giannis Antetokounmpo and chef Gordon Ramsay. These partnerships help the brand connect with diverse fan bases and showcase Nissan vehicles as integral to various lifestyles.

Subaru Corporation: Subaru Corporation, a distinguished Japanese automaker, is well-regarded for its focus on safety and all-wheel drive technology. Key for advertising firms and data analysts, Subaru is notable for its commitment to reliability and advanced safety features, showcased in its popular models like the Outback and Forester. The brand's unique selling proposition lies in its symmetrical all-wheel drive system and Boxer engines, appealing to customers seeking durability and performance in diverse driving conditions. Subaru's emphasis on safety, demonstrated through its EyeSight driver assist technology, positions it as a leader in automotive safety innovations. This focus on safety and reliability, coupled with a loyal customer base and a reputation for building vehicles that excel in rugged and outdoor settings makes the company appealing to those valuing outdoor lifestyles and vehicle dependability.

-       Subaru Share the Love Event: This is Subaru's largest annual employee volunteer event. For every new Subaru vehicle purchased or leased, the company donates $250 to the purchaser's choice of charities. Local retailers also participate by selecting local charities to support. This event has resulted in significant donations to various national and hometown charities since its inception in 2008.

-       Subaru is actively involved with several Charitable and Environmental organizations such as: Operations Warp, Meals on Wheels America, The National Park Foundation, The Leukemia & Lymphoma Society, Make-A-Wish, and many more in order to highlight their dedication to supporting those in need.

Telsa: Tesla, an American electric vehicle and clean energy company, is acclaimed for its revolutionary approach to automotive technology and sustainable energy solutions. Tesla's key focus is on developing high-performance electric vehicles and renewable energy products, such as solar panels and energy storage systems. The brand has become synonymous with innovation in electric vehicle technology, autonomous driving capabilities, and cutting-edge battery technology. Tesla's market strategy is centered around eco-friendliness, futuristic design, and advanced technology, making it highly appealing to a consumer base interested in sustainability and innovation. The company's direct-to-consumer sales model and significant online presence further enhance its appeal. Tesla's commitment to redefining transportation and energy use positions it as a trailblazer in the transition towards renewable energy and sustainable mobility, appealing to those prioritizing both environmental sustainability and technological advancement.

-       Tesla's most significant 'advertising' comes from its CEO, Elon Musk. His social media presence and public persona generate significant media coverage and public interest in Tesla. Musk's tweets and public statements often create buzz around Tesla, effectively serving as promotional material for the brand.

-       Unlike many traditional automakers, Tesla has not been known for extensive advertising collaborations. However, they have engaged in some influencer partnerships. For example, in 2020, Tesla collaborated with Viya, a popular Chinese influencer, to stream Tesla's latest model, which attracted an audience of 4 million viewers. This indicates Tesla's strategic use of influencers to gain visibility, especially in markets where it's looking to grow its presence.

-       Tesla's product launches are events in themselves, generating anticipation and excitement. They often employ a secretive approach with teaser images and cryptic messages, creating a buzz that keeps Tesla in the limelight.

Volkswagen Group: Volkswagen Group, a prominent German automotive conglomerate, is renowned for its extensive range of vehicles and global market presence. Volkswagen's focus is on combining quality with affordability, technological innovation, and a strong push towards eco-friendly vehicles, including electric and hybrid models under its ambitious "ELECTRIC FOR ALL" strategy. The Group's brands, like Volkswagen, Audi, Porsche, and others, offer a diverse product portfolio, from luxury to economy vehicles, appealing to a wide consumer demographic. Volkswagen's marketing strategies often highlight efficiency, sophisticated design, and a commitment to sustainability. Their investment in research and development in areas like electric mobility and autonomous driving technology positions Volkswagen as a dynamic and adaptable player in the automotive industry.

-       In 2023 Volkswagen partnered with Marvel Studios for their movie "Ant-Man and The Wasp: Quantumania." This collaboration is a significant step in aligning the Volkswagen brand with popular culture and reaching a broad, diverse audience, particularly fans of Marvel movies and superhero genres.

-       Beginning in 2018 Volkswagen announced a strategic partnership with Microsoft to develop the 'Volkswagen Automotive Cloud', a platform for connected car services. This partnership is pivotal for Volkswagen’s digital transformation and aligns with the company’s focus on technological advancement and innovation.

-       Volkswagen actively engages in supporting culture and the arts. This includes partnerships with various cultural institutions and initiatives, such as the Architecture Biennale, where they focus on sustainability issues, and the "Flashes of Memory. Photography in the Holocaust" exhibition at the Museum of Photography in Berlin. These collaborations demonstrate Volkswagen’s commitment to cultural education and social responsibility.

-       The Volkswagen Group Art4All initiative supports cultural partners in making art accessible to a broad public. Volkswagen also fosters young talent through programs like the Volkswagen Group Fellows, supporting young professionals in fields related to art and culture.

BMW Group: BMW Group, a leading German luxury vehicle, motorcycle, and engine manufacturing company, is renowned for its emphasis on premium quality, innovation, and performance. BMW stands out for its strong brand identity, high-performance luxury cars, and advanced technology, including developments in electric and autonomous vehicles. The company's marketing strategies often focus on luxury, driving experience, and engineering excellence, appealing to an upscale consumer base. BMW's commitment to sustainability and future mobility, demonstrated through its electric i Series, positions it as a forward-thinking player in the luxury automotive sector. This focus on premium quality and technological advancement makes BMW Group a significant brand for data-driven market analysis and targeted advertising strategies in the luxury vehicle market.

-       BMW has effectively utilized emotional branding in their marketing campaigns, with a notable example being their sponsorship of major sporting events such as Formula 1 racing. This association with high-performance sports like Formula 1 aligns with BMW’s brand identity of speed, precision, and cutting-edge technology, reinforcing the thrill of high-performance driving associated with BMW vehicles.

-       BMW’s marketing strategy heavily emphasizes iconic design and aesthetics. The company’s commitment to modernist forms, minimal ornamentation, and attention to detail in design and tactile experience contributes significantly to its brand identity, making BMW vehicles not just modes of transportation, but symbols of elegance and sophistication.

-       BMW Group has invested in advertising across digital, print, and national TV, with a focus on premium ad units and a wide reach across different media properties. Their strategy includes launching and advertising new products, while also emphasizing partnerships with various media providers.

Mazda: Mazda, a Japanese automotive manufacturer, is known for its focus on driving pleasure, innovative design, and efficient technology. Important for advertisers and data analysts, Mazda distinguishes itself with its unique SKYACTIV technology, emphasizing fuel efficiency and engine performance, and its KODO design philosophy that blends aesthetics with functionality. Mazda's marketing often highlights the joy of driving, reliability, and distinct design, appealing to customers who value both performance and style. Their commitment to technological advancement, particularly in improving internal combustion engines and exploring electric vehicles, positions Mazda as a dynamic brand in the automotive industry.

-       Mazda has a significant involvement in motorsports, which is evident through their partnership with the International Motor Sports Association (IMSA). This collaboration aligns with Mazda's focus on performance and technological advancement, as seen in their comprehensive auto racing development ladder system, culminating in their Mazda Prototype team competing at the top level of IMSA sports car racing.

-       Mazda has expanded its strategic partnership with ‘Secondmind’, a company specializing in artificial intelligence (AI). This collaboration focuses on using AI to drive innovations in vehicle design and development, addressing the increasing complexity in automotive engineering. The partnership aims to enhance systems engineering and validation processes, ultimately leading to more efficient and innovative vehicle designs.

-       Mazda has also established a partnership with Toyota, mainly focusing on the joint development of electric vehicles and other advanced technologies. This collaboration involves technological advancements and resource sharing, aiming to propel both companies forward in the electric vehicle market.

Datonics Day of Service 2024

In honor of Martin Luther King Jr Day, Datonics team members around the world participated in a Day of Service, which has become a tradition at the company.  Team members volunteered with a number of organizations both in the U.S. and in Israel. The Israeli team visited the civilian hamal (operations room) at Tel Aviv, where they prepared supplies for Israeli soldiers. The staff were very lovely and the team had a wonderful time there.

In the States, members of the Datonics team volunteered at the UJA Federation of New York preparing Blizzard Boxes for multiple food pantries. In one of the facilities, CEO Michael Benedek and his son worked in partnership with @riseforhunger, which was involved with a setup of a facility that is focused on creating and distributing food packages of rice, soy and dried vegetables for people in need.  

Datonics is committed to various charitable causes. The company recently joined the Ad Council, an exemplary group of media, marketing and tech executives committed to using their power for good, their talents for good, and their products for good. The organization and its partners in advertising, media, marketing and tech have been behind some of the country’s most iconic social impact campaigns – Smokey Bear, A Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the Paper Ceiling and many more.

Datonics Research - The Holidays

Christmas- in December 2022, eighty-five percent of Americans report celebrating Christmas. While the overall percentage of Americans celebrating Christmas remains high, fewer today (71%) than a decade ago (82%) say it is a strongly or somewhat religious holiday for them. The role of religion in Christmas celebrations appear to be declining. Today, 46% of Americans say they celebrate Christmas as primarily a religious (rather than cultural) holiday, down from 51% who said this in 2017. In 2021, total holiday retail sales were projected to have reached new highs of almost 850 billion U.S. dollars. Right after Christmas comes New Year's Eve. New Year's Eve is a major social holiday for many people in the United States. Many people hold parties at home or attend special celebrations to celebrate the upcoming New Year. In many cities, large-scale public events are held. These often attract thousands of people.

Families- People mostly expect to be with their kids and partners (69%), their parents (36%), and other family members (35%). Therefore, those users will look for fun traditional activities which are decorating a Christmas tree, making a gingerbread house, watching a Christmas movie, decorating their home and yard, and exchanging gifts. Some parents might look for a Santa costume especially if they have young children. In addition, in 2020, holiday retail sales of $936.3 billion, with U.S. households spending an average of $826 during the season. Therefore, Marketing can operate through department store chains like Target, Walmart, Costco, and others. 

Community and Charity Event Planners- November and December make up what is commonly called the giving season for the nonprofit community. Near the holidays, people feel encouraged to give more generously than during the rest of the year. These users might look for a private or a public place to throw the charity events, they could also look for catering/food services, surround sound systems, or live music. Furthermore, charity event planners might organize champions that can collect donations from new people and find new volunteers.

College Students- A 2020 College survey of 950 undergraduates found that a majority (56%) of those who will buy Christmas presents this year expect to spend more than $100, while almost one-quarter (23%) expected to spend more than $200. Among those who are Christmas shopping, a majority will buy gifts for their parents (67%) and/or siblings (59%). Almost half will buy gifts for a friend, while nearly one-quarter (23%) plan to shop for themselves. Fewer students will shop for a grandparent (15%), and 3% will buy presents for their own children. Male students are more likely than female students to do all their shopping online (60% vs. 52%). These users in this age range will be most interested in the new year's celebration and will look for parties in their area Marketing can be mostly on social media such as Facebook and Instagram and could include commercials for traditional or unique presents and for new year’s festivities. 

Seniors-  More than 58 million adults are 65 and older live in the United States today (17.3% of the nation’s population). As of 2020 The states with the largest elderly age group were Maine (21.8%), Florida (21.3%), and West Virginia (20.9%). However, the states with the smallest elderly age group are Utah (11.7%), Alaska (13.1%), and Texas (13.2%). These users would like to get into the holiday spirit; therefore, they will make an effort to celebrate these holidays with their families. Gifts are a big part of Christmas so they will also search for presents and gifts for their beloveds. Marketing can operate through toy stores and should include simple language and a very centered advertisement of the most common and trendy gadgets and toys. It is also important to use multi-channel marketing (like a catalog). 

Supermarkets Consumers- Consequently within the last few years, many consumers expected to spend more on groceries during the Christmas season in order to fuel the family gatherings and holiday parties they were unable to enjoy last year because of the pandemic. In the 4th edition of the large scale North-American survey, 94% of all respondents listed in-store shopping among their preferred methods of purchasing groceries. 60% of consumers reported having used alternative shopping methods with curbside pickup proving to be the most popular. Based on behavioral research, marketing can be done by advertising for older consumers earlier than younger consumers. For young adults, effective advertising can be mostly online and on social media, in order to promote new products and brands. Supermarket consumers will be interested in coupons and big box chain stores.

Big Sale Days- Black Friday is on the day after Thanksgiving. It is one of the busiest shopping days in the USA, and many stores have special offers and lower their prices. During this day many shoppers buy Christmas presents, clothes, electronics, toys, etc. The Monday after, known as Cyber Monday, is hailed as a marketing effort for online retailers, their equivalent to Black Friday. Near these big sale events, many chain stores will come out with new clothes collections, toy models, or new gadgets. Marketing can be in multi-channel marketing, online for the younger audience, and by catalog or billboard.

Jewish Community- Hanukkah- Considering that Jews comprise only about 1.8% of the population, Hanukkah’s presence in America’s public square is remarkable. The ratio of Americans who celebrate Hanukkah compared to those who celebrate Christmas is 1 to 14. 68% of American Jews think Hanukkah is one of the three most important Jewish holidays. Most American Jews celebrate Hanukkah with a family dinner or the lighting of a menorah. Consumer goods and advertising companies saw a great opportunity in marketing Hanukkah as a Jewish alternative to Christmas, manufacturing new ritual objects, promoting special holiday foods, and encouraging parents to shower their children with gifts. 

Travelers- Winter travel in the United States offers a variety of destinations and experiences. Domestically, options range from skiing in Colorado and Utah's snow-covered mountains to enjoying the festive ambiance of New York and Chicago. For those seeking warmer weather, Florida, California, and Hawaii are popular for their sunny beaches. Internationally, American travelers often choose beach destinations like the Caribbean and Mexico, or cultural experiences in European cities with their Christmas markets. Adventure-seekers might head to places like Iceland for the Northern Lights or Canada for winter sports. Advertisers should be willing to promote travel bundles and discounts to cater to both the more adventurous travelers and the more family oriented ones.

Datonics Research - Winter Travel

Winter travel in the United States encompasses a diverse range of destinations and experiences, both domestically and internationally. Domestically, travelers are given abundant choice when it comes to destinations. Travelers can flock to snow-covered mountains for skiing and snowboarding, particularly in states like Colorado and Utah. To major cities such as New York and Chicago, who despite their chilly weather, attract visitors with their festive holiday atmosphere, shopping, and cultural events. Or, on the warmer side, states like Florida, California and Hawaii which remain popular for their sunny beaches and outdoor activities.

Internationally, American travelers tend to seek warmer climates or unique winter experiences. Destinations like the Caribbean and Mexico are perennial favorites for their beaches and resorts, offering an escape from the cold. Meanwhile, European cities, with their Christmas markets and historic winter charm, draw those looking for a cultural holiday experience. Additionally, adventure travel to places like Iceland for Northern Lights viewing or to Canada for winter sports is also popular among U.S. travelers during the winter months.  

Behavioral Audience: 

The winter holidays of 2023 are set to see a significant number of Americans traveling either domestically or internationally. A study by Forbes found that “The vast majority of U.S. households will be traveling in the next few months: 15% of survey respondents indicate they will take one trip between October and December 2023, while another 38% plan to take two trips in the same time frame” (s). Additionally, it was found that during winter 2023 more travelers will be flying (74%) rather than driving (72%) to their destinations with 57% of individuals who are flying doing so both domestically and internationally. Statistics published by the United Nations World Tourism Organization (UNWTO) show that overall, in 2023 travel has reached 90% of pre-pandemic levels with 22% more international tourists in the third quarter of 2023 compared to the same period in 2022 with trends set to continue through the end of the year. 

• Family-focused Travelers: These individuals prioritize family-friendly destinations and activities. Their travel decisions are heavily influenced by the needs and interests of children, and they seek destinations offering a mix of entertainment, education, and relaxation suitable for all ages.

• Luxury and Comfort Travelers: Focused on relaxation and indulgence, these travelers are drawn to high-end accommodations and services. They prioritize comfort and luxury, often seeking all-inclusive resorts, spa retreats, or exclusive tours.

• Social Travelers: This audience travels primarily to socialize, whether it's visiting friends and family or meeting new people. They prefer destinations that are popular and offer a variety of socializing opportunities, from nightlife to group tours.

• Adventure and Sports Enthusiasts: Winter sports enthusiasts, nature lovers, and adventure seekers fall into this category. They look for destinations that offer skiing, snowboarding, hiking, or other outdoor activities. They prefer locations with natural beauty and adventure opportunities.

• Budget-Conscious Travelers: Price is a key factor for this group. They look for affordable travel options, including budget accommodations, off-peak travel times, and destinations that offer good value for money. They are willing to compromise on luxury for cost-effectiveness.  

Market Analysis:

Travel Volume: The market analysis for winter travel in 2023 indicates a significant travel volume among Americans. According to AAA and the Deloitte Holiday Travel survey, approximately 115.2 million travelers are expected during the year-end holiday period, a figure that reflects a considerable increase over previous years. 

Travel Destinations:

• Domestic: Popular domestic destinations continue to include warm weather spots like Florida and tourist hotspots such as New York and Las Vegas. These locations draw travelers seeking either sunny escapes or vibrant urban holiday experiences.

• International: Internationally, there is a noticeable increase in travel to destinations in the Caribbean, Mexico, South America, and Asia, reflecting a growing interest in both tropical getaways and culturally rich travel experiences. Destinations such as Las Galeras in the Dominican Republic, Fasmendhoo in the Maldives, and Hong Kong are emerging as trendy international travel spots.

• Spending Trends: Studies have shown that there Americans have shown a significant willingness to invest in their travel experiences, despite various economic factors. According to PwC's 2023 Holiday Outlook, consumers plan to increase their spending by 7% this year, allocating an average of $1,530 for gifts, travel, and entertainment. This includes a robust 12% increase in travel-related spending over the 2022 holiday season. Tripadvisor's Winter Travel Index further supports this trend, showing that 93% of Americans plan to spend the same or more on travel than the previous year, highlighting the importance of travel despite economic concerns.

• Travel Frequency: In 2023, the frequency of winter travel among Americans shows a marked increase, reflecting a strong desire to travel more frequently than in previous years. According to a survey by Vacasa about 47% of Americans are planning to travel during the winter season, with 64% of these travelers intending to travel more frequently than they did in the previous winter. The data indicates that, on average, Americans are planning to take five trips throughout this winter season. This trend of increased travel frequency can be attributed to a combination of pent-up demand for travel experiences and a general easing of health-related travel concerns.

Demographic Differences: 

• The market analysis for winter travel in 2023 shows distinct demographic trends among American travelers. The Deloitte holiday travel survey highlights a broad increase in travel intent across all age and income groups, indicating a general eagerness for travel experiences. Notably, baby boomers, who had shown more hesitancy in traveling since 2020, are returning in significant numbers, accounting for about a third of the traveling public. This resurgence signifies a shift in the demographic makeup of travelers, with older generations now participating more actively in travel.

• Gen Z, although representing a smaller share due to many still being under 18, is leading changes in travel trends, particularly towards social media and social consciousness in travel. NerdWallet’s report also sheds light on the generational differences in payment methods for travel, with Gen Z being least likely to use credit cards for travel expenses, in contrast to higher usage among millennials, Gen X, and baby boomers.  

Recommendations for Businesses:

1. Family-Friendly Packages: Develop all-inclusive family vacation packages that cater to the needs of families with children. Partner with popular theme parks, water parks, and family-friendly resorts to offer exclusive deals and promotions. Highlight child-friendly amenities, such as kids' clubs, playgrounds, and supervised activities.

2. Romantic Getaways: Create tailored packages for couples seeking romantic experiences. Collaborate with luxury resorts, boutique hotels, and wineries to offer intimate settings and special experiences like couple's massages, private dining, and scenic tours. Use targeted social media ads to reach engaged couples looking for honeymoon destinations.

3. Adventure Travel Deals: Utilize captivating visuals and storytelling in your marketing efforts to attract adventure seekers. Showcase thrilling experiences like hiking, rafting, and wildlife encounters in exotic locations. Collaborate with adventure travel influencers to reach a wider audience and build credibility.

4. Solo Traveler Packages: Design solo-friendly travel options that emphasize safety, community-building, and cultural immersion. Offer group tours with like-minded travelers or promote destinations known for being solo-friendly and welcoming to solo explorers.

5. Luxury Experiences: Tailor exclusive and high-end travel packages for luxury travelers. Partner with luxury hotels, private tour operators, and premium travel services to offer personalized itineraries, VIP experiences, and access to exclusive events or locations.

6. Youthful and Budget-Friendly Offers: Create budget-friendly travel packages specifically designed for young travelers and recent graduates. Promote party destinations and adventurous experiences that appeal to their sense of adventure. Leverage popular social media platforms like TikTok and Instagram to reach and engage with this audience.

7. Flexible Booking Options: Offer flexible booking and cancellation policies to accommodate uncertainties related to travel during the post-pandemic era. This will appeal to all audience segments as it provides reassurance and encourages early bookings.

 To effectively target and engage with your desired audience in the dynamic travel market, it's crucial to maintain an ongoing and thorough analysis of market trends and consumer behaviors. This proactive approach involves regularly updating your knowledge base with the latest industry insights, which allows you to fine-tune your marketing and operational strategies to align with evolving consumer preferences and market conditions. By staying abreast of these changes and adapting your tactics accordingly, you position your business to better connect with your target audience, enhancing both reach and engagement. This continual adaptation not only helps in anticipating customer needs but also in identifying new opportunities and staying ahead of competitors in the ever-changing travel industry landscape.

Datonics Research - Giving Tuesday

Giving Tuesday, often stylized as #GivingTuesday, is a global movement that encourages people to donate money, time, goods, or their voice to support important causes. It takes place on the Tuesday after Thanksgiving in the United States, following the widely recognized shopping events of Cyber 5 with standout days including Black Friday and Cyber Monday.

The idea is to create an international day of charitable giving at the start of the holiday season. Launched in 2012, Giving Tuesday harnesses the power of social media and the generosity of people around the world to bring about real change in their communities. It also provides a platform for charities and non-profit organizations to raise funds and awareness for their causes.

Donation Statistics:

• U.S. donors gave $3.1 Billion to nonprofits on Giving Tuesday 2022.

• Over $1 Billion was donated online.

• On average, Giving Tuesday donation volume has grown by 65% each year.

• A record 35 million adults participated in Giving Tuesday 2022

• Giving Tuesday had participants in a record 85 countries during 2022.

• In 2022, 36% of participants in the U.S. gave money, 20% donated goods, and 18% volunteered.

• 82% of organizations used Giving Tuesday to try something new. For example, new tech or strategies to reach new supporters.

• 84% of those aware of Giving Tuesday report that the movement inspired them to give more.

Datonics:

Datonics is proud to support multiple charitable organizations ranging from The Ukrainian Employment Relief Program, aiding refugees fleeing from the conflict in Ukraine, to Team Daya, building primary schools in remote regions of the world, to nonprofit organizations such as Futures & Options, NORML, One Tree Planted, Girls Who Code, Center for Employment Opportunities, and the Nature Conservancy.

Datonics also recently joined the Ad Council and our CEO Michael Benedek became part of the group’s Leadership Council. The Ad Council is an industry group dedicated to inspiring action and accelerating change around the most pressing issues in America. Since the non-profit’s founding, the organization and its partners in advertising, media, marketing and tech have been behind some of the country’s most iconic social impact campaigns – Smokey Bear, A Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the Paper Ceiling and many more.

At Datonics, we believe that corporate involvement in social causes goes beyond mere philanthropy; it's an integral part of building a sustainable and equitable future.

As Giving Tuesday continues to grow, we remain dedicated to exploring new avenues and strategies to maximize our impact and inspire others in the corporate world to join this remarkable movement of giving and change.

Recommendations for Businesses:

Giving Tuesday represents a significant opportunity for businesses to engage with and contribute to their communities, demonstrating corporate social responsibility and building a positive brand image. The remarkable growth and widespread participation in this movement, as evidenced by the substantial donation statistics, highlight the increasing importance and impact of Giving Tuesday. For businesses, participating in Giving Tuesday is not just a charitable gesture; it aligns with strategic business interests. Engaging in this day of giving can boost employee morale, enhance brand loyalty among consumers, and create meaningful partnerships with non-profit organizations.

The spirit of innovation and experimentation that many organizations embrace on Giving Tuesday—using new technologies and strategies—also offers a platform for businesses to innovate in their philanthropic efforts. By participating in Giving Tuesday, businesses can showcase their commitment to social causes, foster a culture of giving, and potentially attract a more socially conscious customer base. Ultimately, Giving Tuesday is more than a day of philanthropy; it's a beacon of hope and a testament to the collective power of generosity, making it an essential part of any business's social impact strategy.

Datonics Research - 2023 Black Friday and Cyber 5 Market Analysis

Black Friday: Black Friday is an annual shopping event that takes place on the Friday following Thanksgiving Day in the United States, which falls on the fourth Thursday of November. It marks the beginning of the holiday shopping season and is known for its deep discounts and promotions offered by retailers both in-store and online.

Cyber 5: Cyber 5 refers to a five-day period of online shopping deals and discounts that starts on Thanksgiving Day and continues through the following Monday, known as Cyber Monday. During Cyber 5, consumers can find significant discounts on a wide range of products from various online retailers, with Cyber Monday being the focal point of the event.

Black Friday and Cyber 5 are important and popular with consumers because they offer significant discounts and deals on a wide range of products, making it an ideal time to save money on holiday shopping. 

Behavioral Audience:

The Black Friday and Cyber 5 market in 2023 is set to experience significant activity, building on the trends of 2022. Last year, over 155 million Americans participated in Black Friday, generating a record-breaking $9.12 billion in online sales alone, a 2.3% increase from 2021. The overlap in consumer groups, from those seeking discounts advertised through social media and online platforms, is substantial. For 2023, Black Friday and Cyber 5 are expected to be the largest ever, with predictions of each Cyber 5 shopping day exceeding $5 billion in sales and Black Friday and Cyber Monday topping $10 billion.

Here are some buyer personas:

• Deal Hunter: This shopper is always on the lookout for the best deals and discounts. They are well-prepared, often researching sales in advance and subscribing to newsletters from their favorite retailers. They are likely to start shopping early, even on Thanksgiving Day, and continue throughout the weekend. They focus on getting the most value for their money and might buy in bulk if the deal is right.

• Holiday Shopper: This shopper is focused on buying gifts for the holiday season. They are looking for a variety of items for friends and family and are more open to suggestions and impulse buys. They are likely to shop both online and in-store, looking for gifts across various categories like toys, clothing, and personal care items.

• Tech Enthusiast: Interested in the latest gadgets and technology, this shopper is well-informed about tech trends and new releases. They wait for these events to purchase high-ticket items like laptops, smartphones, and gaming consoles. They might also be interested in emerging tech like smart home devices.

• Practical Shopper: This persona is all about practicality and necessity. They shop for items they need rather than want. They are likely to focus on household items, appliances, and everyday essentials. They might also look for deals on groceries and personal care products.

• Last Minute Shopper: Typically procrastinates and ends up shopping at the last minute. They are less likely to plan and more likely to make spontaneous decisions. They are active mainly towards the end of the Cyber 5 period, often catching the tail-end deals or making quick decisions based on what’s still available.

• Organizations/Businesses: This persona represents organizations or businesses looking to purchase items in bulk. They might be small businesses, schools, or other entities seeking to capitalize on bulk discounts for office supplies, electronics, or other relevant products. Bulk buyers are strategic and planned. They have a clear list of items needed and focus on retailers offering the best bulk purchase deals. Their primary interest lies in office technology, furniture, and supplies. They might also look for corporate gifts during this period.

 Market Analysis:

Millennials/Gen X Online shoppers: Historically, 67% of millennials and 56% of Gen Xers prefer shopping online to shopping in stores. This could of course be contributed to Covid-19, which saw many shoppers change their habits from shopping in stores to shopping online. However increased advertising through social media also contributed to this trend.

• Men are significantly more likely to make mobile purchases (22% to 18%). Men are also more likely to make impulse purchases for larger items such as electronics, whereas Women are more likely to impulse buy smaller items like makeup or shoes.

• Parents are nearly 25% more likely to shop online at Walmart than opt for the brick-and-mortar experience compared to households without children.

• Gen X is most likely to spend $1,000 or more on holiday shopping

• Amazon accounted for 17.7% of all revenue on Black Friday 2021.

• Millennial top brands: Sony, Google, Adidas, Target, Samsung, Amazon, Walmart, Nike, Apple.

• Gen X top brands: Nike, Walmart, Xbox, Samsung, Ford, Disney, Jeep, Netflix, Amazon, Apple.

• Families/Parents with Children: Toy sales were up 285% on Black Friday compared to the average October day. Salesforce reported “toys and learning sales were the third highest performing vertical globally, up 10% year over year.” Families with children are a large target demographic that can be advertised anything from toys to clothing to video games.

• Shoppers with children aged 18 and under are 20% more likely to scour for Black Friday deals 2-3 weeks out.

• Most Popular items: Nintendo Switch, AirPods Pro, Apple iPad,

• Most Popular Toy Brands 2022: Lego, Bandai Namco, Fisher-Price, Barbie, Nerf, Dragon Ball, Hasbro, Hot Wheels, Pop!, My Little Pony.

• Most Popular Children’s Clothing Brands 2023: Cat & Jack, Wonder Nation, Primary, Carter’s, Janie and Jack, Jumping Beans, Old Navy, Zara, Crewcuts, H&M.

The Black Friday and Cyber 5 events in 2023 are projected to set new records, continuing the trend of increasing online sales and diverse consumer participation. The distinct shopper personas identified, ranging from deal hunters to tech enthusiasts, demonstrate the varied interests and shopping habits that businesses need to cater to. With a notable preference for online shopping among Millennials and Gen X, and specific trends observed in different consumer segments, there's a clear shift towards digital platforms and personalized marketing strategies.

Recommended Marketing Tactics:

1.      Targeted Marketing: Develop marketing campaigns tailored to different consumer personas. Use data analytics to understand the preferences and shopping patterns of each group.

2.      Enhance Online Presence: Invest in optimizing websites and mobile apps, ensuring they can handle increased traffic and provide a seamless shopping experience.

3.      Personalized Deals: Offer personalized deals and discounts based on consumer preferences and past purchase history, especially for tech-savvy and deal-hunting shoppers.

4.      Social Media Engagement: Increase engagement on social media platforms to reach Millennials and Gen X consumers. Utilize influencers and targeted ads to drive traffic.

5.      Bulk Deals for Businesses: Offer special deals for bulk purchases to attract organizations and businesses looking for office supplies and corporate gifts.

Datonics CEO Michael Benedek Joins Ad Council

As a new member of the Ad Council’s Leadership Council, Benedek joins an exemplary group of media, marketing and tech executives committed to using their power for good, their talents for good, and their products for good. Leadership Council members leverage their companies’ reach and resources to activate campaigns and share key learnings, insights, and capabilities in support of the Ad Council’s work to address critical social issues.

Benedek’s appointment was highlighted at the recent Ad Council Board Meeting alongside others who recently became members of the Leadership Council and Board of Directors. The full roster of new appointees was announced via their press release.

The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change around the most pressing issues in America. Since the non-profit’s founding, the organization and its partners in advertising, media, marketing and tech have been behind some of the country’s most iconic social impact campaigns – Smokey Bear, A Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the Paper Ceiling and many more. With a current focus on mental health, gun safety, the opioid epidemic, skill-based hiring and other critical issues, the Ad Council’s national campaigns encompass advertising and media content, ground game and community efforts, trusted messenger and influencer engagement, and employer programs, among other innovative strategies to move the needle on the most important issues of the day.

Michael Benedek remarked:

I am truly honored and excited to be part of this organization and group of peers. I firmly believe in the power of doing good and giving back. This has been a big focus for us at Datonics, where we often make it a point to organize our team building initiatives around charitable activities. We have taken part in local food drives, have worked with local businesses to help through tough economic conditions and have directed our internship program to focus on inner city schools.

I have also been personally involved in Team Daya – an organization devoted to building primary schools in the most impoverished places across the globe. We have traveled to remote locations for school builds in Senegal and Guatemala and are planning our next trip to Nepal next year. 

I look forward to exploring other ways that Datonics can give back, including using our data to empower the campaigns of the Ad Council.

Datonics Research - Halloween

In the United States, Halloween holds significant economic importance, with anticipated annual spending expected to soar to a record-breaking figure exceeding 12 billion U.S. dollars in 2023. Consumers initiate their Halloween shopping well in advance. For example, when it comes to costumes, approximately one-quarter of surveyed shoppers intend to make their purchases between two and three weeks prior to the event, while fewer than 10 percent plan to start shopping just one to three days before Halloween. Be it costumes for adults, children, or even their pets, consumers allocate the most substantial portion of their Halloween budget to these outfits, with the projected expenditure on Halloween costumes forecasted to exceed a total of over four billion U.S. dollars in 2023.  

In 2023, over 70 percent of consumers in the United States expressed their intent to partake in Halloween festivities.  

Pumpkin Carving Tradition:

Notably, in 2023, the decreasing prices of individual pumpkins led to a surge in the intention to carve pumpkins for Halloween. A striking shift was observed, with over 154 million individuals in the U.S. planning to partake in pumpkin carving, marking an increase from the approximately 149 million participants the previous year. 

U.S. Pumpkin Production and Consumption:

In 2022, the United States witnessed a substantial pumpkin production, amounting to approximately 16.5 million centum weight (cwt), which represented a remarkable 25 percent increase compared to 2020. This upsurge in production was coupled with a rise in per capita pumpkin consumption, with the average American consuming around five and a half pounds of fresh pumpkin. 

Like previous years, the top ways consumers are planning to celebrate are handing out candy (68%), decorating their home or yard (53%) or dressing in costume (50%). However, in a return to pre-pandemic norms, more consumers also plan to throw or attend a party (32%) or take their children trick-or-treating (28%).
Halloween 2023 Consumer Sentiment Findings: 

-         Celebration Plans: For those planning to celebrate, popular activities include house decoration (58%), candy distribution (56%), trick-or-treating (37%), cooking or baking (27%), hosting or attending gatherings (25%), and public event attendance (23%).

-         Candy Dominance: Candy remains the most significant Halloween purchase, with 80% of celebrators intending to buy it. Key factors influencing candy purchases include price (65%) and special promotions (44%). 

-         Brand Preferences: When buying for themselves, shoppers tend to opt for name brands, with 27% choosing premium or high-end brands and 63% selecting mid-range or popular brands. Conversely, when purchasing for trick-or-treaters, 15% prefer premium brands, 58% opt for mid-range brands, and 31% go for value or store brands. 

-         Desire for Variety: Candy buyers are inclined to purchase variety packs (70%), followed by chocolates (53%) and gummy candies (29%), with only 22% planning to buy full-sized candy bars. 

-         Other Purchases: In addition to candy, Halloween celebrators plan to buy decorations (45%) and costumes (45%). Food (36%) and alcoholic beverages (17%) also make the shopping list. 

-         Preferred Shopping Channels: Over half of shoppers (56%) intend to shop in physical stores, such as Walmart and Target, while 44% plan to purchase items from grocery stores. Club stores like Costco and Sam's Club are the choice for 33% of shoppers, and 18% plan to buy from online retailers. 

Candy Share Findings: 

-         Candy Sales in October: October sees a significant surge in candy sales, accounting for 11.9% of annual candy sales, nearly on par with December (12%). Chocolate candies dominate, experiencing a 1.7x increase in sales compared to other months. 

-         Retailers' Candy Share: Walmart, Costco, and Target capture the highest share of October candy spending. Costco's candy share doubled in October 2022 compared to the rest of the year, while other wholesale retailers like Sam's Club and BJ's also saw substantial share growth. 

Market Research: 

-         Younger Generations: When it comes to Halloween celebrations and spending, younger generations play a pivotal role in the market. When surveyed about their anticipated Halloween expenditures in 2023, about one-third of Generation Z consumers expected to spend between one and 100 U.S. dollars. In contrast, a higher proportion of millennials foresaw spending over 100 U.S. dollars.

Among younger consumers, aged 25 to 44, there is a strong inclination to kickstart their Halloween shopping, with over 50% intending to shop in or before September," noted Phil Rist, Executive Vice President of Strategy at Prosper. He further highlighted the growing influence of social media as a source of costume ideas, particularly among those under 25, who are increasingly turning to platforms like TikTok, Pinterest, and Instagram for inspiration.

The primary channels of inspiration for Halloween costumes remain consistent, with online searches leading the way (37%), followed by in-store visits to retail or costume shops (28%), and input from friends and family (20%).

Discount stores continue to reign supreme as the preferred choice for purchasing Halloween items (40%), closely followed by specialty Halloween and costume shops (39%), as well as online retailers (32%). Notably, there is a noticeable uptick in consumer interest in shopping at specialty Halloween and costume stores this year, surpassing previous years.

Parents with Children (Family-Oriented): According to the National Retail Federation (NRF), parents with children under 18 years old are one of the largest Halloween spending groups. Spending: In 2022, this group planned to spend an average of approximately $100 per person on Halloween-related expenses, including costumes, decorations, and candy for their children.

Datonics Appoints Brian Lerner as VP, Customer Success

The Datonics team continues to expand this year with another key executive who joins our team with over a decade of industry success. We are thrilled to welcome Brian Lerner as our new VP, Customer Success. Brian is leading and building our customer support team and working with our sales team to grow our partnerships with demand partners. 

Brian Lerner is a seasoned adtech professional with expertise in building and executing strategic partnership and customer success programs. He spent the last six years at Gravy Analytics, where he built the customer success team. Prior to that he worked at Comscore where he managed the client-facing launch of Xmedia, a measurement and planning solution that allows users to create cross-media packages that combine properties from TV and digital platforms.   

Working with clients and data have always gone hand-in-hand for Brian, who believes that empowering clients to draw meaningful insights from data allows them to see the full value of the partnership and make the best decisions. Brian believes data can be a powerful tool for good and understands the importance of support and guidance since data can be overwhelming and highly nuanced. A key guiding principle of customer success must be ensuring that clients are informed and equipped to succeed.   

It isn't just for work either, data analysis and general nerdiness have always been part of Brian’s passion. He has been working on synthesizing data throughout his life to aid clients, and also to help local small business owners and friends get a better handle on their finances, optimize home renovations, and even create bespoke competitions around the TV show Top Chef.  

Brian is a huge fan of board games, fancy foods, and travel and looks forward to sharing those activities with his two young children once they are a bit older. He resides in Washington DC.  

Datonics Research - Sustainability Trends

Zero Emission Day:
Zero Emissions Day, observed annually on September 21st, is a global initiative advocating for a future free from air pollution that fuels climate change. On this day, people worldwide engage in activities to encourage clean air practices and work towards minimizing greenhouse gas and carbon emissions.

Behavioral Audience:
Zero Emission Day serves as a symbolic reminder of the critical need to transition towards a sustainable, low-carbon future. The concept is gaining traction globally, aligning with efforts to combat climate change and reduce greenhouse gas emissions.
In November 2021, about 90% of worldwide emissions were associated with approved net-zero emission targets, indicating substantial progress compared to January 2020, when countries responsible for approximately two-thirds of global emissions had yet to set net-zero targets.
In the US, there's an increasing focus on zero-emission technologies and sustainable practices, particularly in the context of the transportation sector.
Other initiatives fostering sustainability in the USA include: 

Electric Vehicles (EVs) and Clean Energy Adoption:

The USA has been witnessing a growing trend towards the adoption of electric vehicles (EVs) and a shift towards clean energy sources. Governments, companies, and individuals are increasingly investing in and promoting EVs to reduce the carbon footprint associated with traditional gasoline-powered vehicles.

Government Initiatives and Policies:

Federal, state, and local governments are implementing policies to incentivize sustainable practices and zero-emission technologies. These initiatives include tax credits for EV purchases, funding for renewable energy projects, and stricter emissions standards aimed at encouraging sustainable development.

Corporate Sustainability Commitments:

Many US companies are making substantial sustainability commitments, pledging to achieve carbon neutrality or net-zero emissions by specific target years. This includes setting targets to reduce emissions, invest in renewable energy, and incorporate sustainable practices across their operations and supply chains.

Circular Economy and Waste Reduction:

The US is witnessing an increased focus on the circular economy, promoting the efficient use of resources, recycling, and waste reduction. Companies and consumers are looking for ways to minimize waste and recycle materials to support a more sustainable and eco-friendly approach.

Consumer Awareness and Preferences:

Consumers are becoming more environmentally conscious and are actively seeking sustainable products and services. This shift in consumer behavior is driving businesses to adopt sustainable practices, offer eco-friendly products, and transparently communicate their sustainability efforts.

Innovations and Investments:

Investments in sustainable technologies and innovative solutions are on the rise. This includes advancements in renewable energy, energy storage, carbon capture, and sustainable agriculture, all contributing to the overall sustainability landscape in the USA.

Collaborations and Partnerships:

Collaboration among government, industry, academia, and non-profit organizations is gaining prominence. Partnerships are being formed to develop and promote sustainable technologies, policy frameworks, and educational campaigns to accelerate the transition to a sustainable society. 

The Consumer Insights Sustainable Consumption survey conducted in the United States in 2023 shows some 38 percent saying that they believe that they can  contribute to tackling environmental problems through their daily behavior. The trend among consumers in the United States towards purchasing sustainable products has gained momentum in the past five years, notably in 2022. During this year, a significant majority of consumers reported that their buying habits had become at least slightly more environmentally conscious compared to five years ago.

Market Research: 

• Age Group: Among the various age groups, Gen Z (individuals born between 1997 and 2012) is cataloged as the sustainability generation. Nowadays, some of the most discussed and relevant topics among Generation Z consumers appear to be sustainability and environmental issues, also thanks to the use of social media. This attitude could affect the way digital natives with these priorities approach everyday life, such as by making sustainability-first buying decisions. For example, they may choose a vegan lifestyle and diet, buy second-hand clothes to avoid excessive production, and support local businesses. Consequently, Bank of America (via CNBC) predicts that Gen Z will become “the most disruptive generation ever, making it an important target audience.  Gen Z is the generation that’s most worried about global warming (38% of the population in the U.S.). Moreover, Gen Z and millennials are most concerned about negatively impacting the world’s future (32% and 29%, respectively).

  According to Deloitte, Gen Z is adopting more sustainable behaviors than any other group: 50% reduced how much they buy, and 45% stopped purchasing certain brands because of sustainability or ethics concerns. This research suggests that the youngest generations feel more motivated to reduce the effects of climate change and pollution.

  The extent of youth engagement in environmental topics can be gauged by tracking the viewership of videos featuring the hashtags #EarthDay and #NatureLover. In October 2021, the platform tallied an impressive 2 billion video views associated with these hashtags in the preceding year.

According to a TikTok article, discussions related to climate issues amassed a staggering 20 billion views globally over just the past year.

Let's delve into specific hashtag statistics, based on TikTok's view counts at the time of this report:

• #ecofriendly: 3.5 billion views.

• #climatechange: 2.2 billion views.

• #vegan: 21 billion views.

• #secondhand: 1.6 billion views.

• #environmentalawareness: 18.4 million views.

• #pollution: 481.6 million views.

In a survey conducted from October 2021 to July 2022, respondents revealed that Gen Zers (or zoomers) cared about tracking their environmental impact. Around 62.7 percent stated they found this either very important or somewhat important.  

Sustainability trends and their target audiences vary based on factors like demographics, interests, and geographic location. Here's an overview of sustainability trends and the target audiences associated with them: 

Eco-Friendly Products and Zero Waste Living:

• Target Audience: Primarily young adults and millennials who are environmentally conscious, value sustainability, and seek to minimize their ecological footprint.

 Plant-Based and Vegan Lifestyles:

• Target Audience: Vegans, vegetarians, health-conscious individuals, health enthusiasts, and young and middle aged adults concerned about animal welfare and environmental impact.

 Circular Economy and Secondhand/Thrift Shopping:

• Target Audience: Environmentally conscious consumers seeking to reduce waste, save money, and contribute to a more sustainable and circular economy.

 Renewable Energy and Clean Technologies:

• Target Audience: Governments, businesses, investors, professionals (25-60) and individuals focused on reducing carbon emissions, combating climate change, and promoting sustainable energy solutions.

 Climate Action and Advocacy:

• Target Audience: Broad audience including activists, youth, policymakers, and concerned citizens pushing for climate policies, awareness, and actions to address climate change.

 Sustainable Fashion and Ethical Apparel:

• Target Audience: Fashion-forward millennials (29-43) and Gen Z (11-28) seeking ethical and stylish clothing, Fashion enthusiasts, conscious consumers, and those aiming to support fair labor practices and reduce the environmental impact of the fashion industry.

 Waste Reduction and Plastic-Free Living:

• Target Audience: Consumers seeking to reduce single-use plastic consumption, environmentally conscious individuals, and those looking for alternatives to traditional plastic products.

 Biodiversity and Nature Conservation:

• Target Audience: Conservationists, outdoor enthusiasts, nature lovers, and individuals passionate about preserving wildlife and natural habitats.

Community Sustainability and Local Initiatives:

• Target Audience: Local communities, small businesses, and individuals interested in supporting local economies, reducing transportation emissions, and fostering community resilience.

 Understanding these trends and their respective target audiences is crucial for effectively designing sustainability initiatives, marketing campaigns, and educational programs to promote a more sustainable future.

Datonics Research: Back-to-School

Back-to-school (BTS) shopping is a significant retail season in the United States, typically occurring in the middle to late summer before schools resume throughout the country. It involves purchasing a wide range of products such as school supplies, clothing, electronics, and more. 

Behavioral Audience:

The start of the school year marks a significant moment for consumer shopping in the US. As the CEO of the NRF remarked: “Our investigation for 2023 reveals that American shoppers are enthusiastic about kickstarting their back-to-school and college buying well in advance." Retailers have dedicated months to making certain their shelves are filled with the necessary products that families and students require for the academic year. The annual survey jointly conducted by the NRF reveals that there are anticipations of consumers setting new spending records for both back-to-school and back-to-college shopping in the current year. The survey released that back-to-school expenditures are projected to climb to an unprecedented $41.5 billion, a notable increase from the $36.9 billion spent the previous year and even surpassing the prior peak of $37.1 billion in 2021. Furthermore, back-to-college spending is predicted to surge to a substantial $94 billion, marking a substantial increase of about $20 billion compared to the record set in the previous year.

The expected spending rise is mostly due to greater interest in electronics. About 69% of back-to-school shoppers plan to buy electronics or computer-related items this year, up from 65% last year and the highest ever recorded. The total spending on electronics is projected to hit a record $15.2 billion. The top electronics on shoppers' lists are laptops (51%), tablets (36%), and calculators (29%), similar to previous years. Almost half (43%) of those spending more than last year are doing so because they need more new items, up from 32% the previous year. An additional third (32%) attribute their increased spending to needing big-ticket items like computers, phones, calculators, and dorm furnishings. The combined spending on these significant items and necessities like food contributes to over half of the total back-to-college spending increase this year. 

Across all back-to-school shoppers, the primary shopping destinations are online, department stores, and discount stores. "While consumers plan to spend more on school and college-related items this year, they are still focused on finding the best value and deals," noted Phil Rist, Executive Vice President of Strategy at Prosper. "Consumers are being budget-conscious by comparing prices, considering non-brand or store-brand items, and showing a greater preference for shopping at discount stores compared to last year." 

Back-to-school shopping is well underway, with 55% of consumers buying for the occasion having already begun by early July. This matches last year's pace and represents an increase from 2019's 44%, aligning with the trend of early shopping for major events.

Market Research: 

Parents & Guardians: When it comes to Back-to-school shopping, parents and guardians play a pivotal role in the market, securing essentials for their school-going children. This subgroup is mainly focused on acquiring key items like clothing, accessories, and fundamental school supplies such as books, pens, and backpacks. However, what's particularly notable is the significant growth in purchasing school-related electronics over the years. 

In the year 2023, a remarkable shift has been observed as nearly 70% of parents in the United States have expressed intentions to invest in computer-related items, showcasing a substantial 15% surge compared to their purchasing behavior a decade ago. 

Another compelling trend among parents is the increasing preference for preconfigured supply kits, which educational institutions offer to streamline the procurement process. These kits have gained favor due to their practicality, cost-effectiveness, and sometimes obligatory nature, making them an attractive option for many parents.

Parents' most notable spending category revolved around electronics and computer-related equipment in 2021. By 2023, the anticipated increase in average household spending for this subgroup was set to reach around $325 USD. While parents explored a variety of outlets for their back-to-school purchases, online platforms emerged as the leading destination for such items. Over half of the surveyed respondents expressed plans to conduct their shopping online. Department and discount stores shared the second-place spot in popularity as shopping venues for this subgroup. 

Moreover, it's worth highlighting that families with school-age children represent a noteworthy target audience for the Back-to-school shopping season. Specifically, families with children spanning from elementary to high school levels are anticipated to allocate an average of $890.07 on back-to-school items this year. This figure demonstrates an approximate $25 increase from the previous year's record of $864.35, establishing a new high in spending within this subgroup.

College Students: College students represent a significant target audience for Back-to-School shopping. Anticipated college student and family expenditures are set to reach an average of $1,366.95 per individual, marking an increase from the previous year's $1,199.43 and surpassing the previous record of $1,200.32 set in 2021. The surge is noteworthy as back-to-college spending has nearly doubled since 2019.

Businesses: The Back-to-School period holds critical significance for businesses, as they actively engage with various strategies to support and connect with key audiences. This engagement can encompass a range of activities that resonate with both students and families as they prepare for the new school year.

In alignment with this, the Back-to-School season witnesses a flurry of consumer activity:

• Back-to-School Deals: A significant 70% of consumers intend to shop at discount stores, marking a five-percentage-point increase from last year, establishing it as the favored retailer type for back-to-school shopping.

• Sale-Driven Purchases: Almost half (45%) of shoppers are seeking items on sale due to higher prices and inflation, while 38% plan to opt for more budget-friendly brands.

• Influence of Promotions: An overwhelming 91% of shoppers admit that promotions impact their back-to-school purchases, and 90% are considering the effects of inflation and rising prices.

• Budget Focus: About three-fourths (72%) of respondents are adhering to a strict budget this year.

• Timing of Purchases: The majority of back-to-school shoppers are aiming to make their purchases later in the season, with 44% of spending anticipated in August.

• Spending Priorities: Electronics will account for the most substantial portion of consumers' expected spending ($261). Notably, school supplies have experienced a significant increase in spending in recent years ($168, up from $137 in 2022). Other prominent spending categories include apparel ($233), furniture ($205), and sporting goods ($102).

Recommendations for Engaging with Specific Audiences: 

Parents & Guardians: 

• Enhance Online Shopping Experience: Recognizing the preference for online shopping among parents, retailers should invest in user-friendly online platforms. Streamlined navigation, clear product descriptions, and secure payment options can boost confidence in online purchases.

• Promote Electronics: Given the growing interest in school-related electronics, businesses should spotlight their electronic offerings. Special bundles, informative guides, and demonstrations can help parents make informed decisions.

• Tailored Supply Kits: Leveraging the trend of preconfigured supply kits, retailers can offer curated bundles that cater to specific grade levels. Clearly communicating the contents, cost savings, and convenience can attract parents seeking a hassle-free solution.

College Students:

• Digital Engagement: College students are tech-savvy, so businesses should focus on digital marketing strategies. Engaging social media campaigns, interactive online events, and student-specific discounts can resonate well with this demographic.

• Tech-Centric Products: Given the surge in electronics spending, businesses should highlight tech-centric products. Offering student discounts on laptops, software, and accessories can incentivize purchases.

• Partnerships with Campuses: Collaborating with college campuses for events, promotions, or exclusive offerings can help businesses directly reach students where they spend most of their time. 

Businesses: 

• Innovative Promotions: Building on the importance of promotions, businesses can offer creative deals that cater to diverse consumer needs. Limited-time offers, bundle discounts, and loyalty programs can attract attention and drive sales.

• Budget-Friendly Options: Recognizing the budget-conscious mindset, businesses should emphasize their range of budget-friendly products. Highlighting affordable quality items can resonate with shoppers looking for value.

• Early-Bird Campaigns: Given the timing preference for late-season purchases, businesses can introduce early-bird promotions to capture sales from the 44% planning to spend in August. This can create a sense of urgency and encourage earlier shopping.