If 2020 taught us one thing as marketers, it was how the power of personal connection can create authentic experiences that connect brands to consumers in contextually—and culturally—relevant ways.

We’ve long known that one of the most impactful ways to reach an audience is through the power of story. Over time, technology and data became enablers that delivered premium content and brand messages to consumers in a way that didn’t feel mass-manufactured for the many. Addressability emerged as a technology and tactic enabling brands to reach key audiences in a one-to-one or one-to-few manner—and in the right “moment.”

Since the Covid-19 outbreak altered life for millions of Americans a year ago, business has been good for the consumer packaged goods (CPG) industry. More people working, eating, studying and exercising at home means more demand for household staples ranging from jars of mayonnaise to rolls of toilet paper.

March 11, 2020 was a day for the history books.

In a single day, the World Health Organization (WHO) declared Covid-19 virus a global pandemic, the NBA suspended its season, the White House suspended nearly all flights from Europe and Tom Hanks announced he’d contracted the virus while filming in Australia. There were only 647 confirmed cases of Covid-19 in the U.S. on this day one year ago. One year later, we’ve seen 360 million people infected and 2.6 million dead worldwide.

Adweek had already begun tracking cancellations and suspensions in the advertising, marketing, technology and media industries. We updated that list until mid-April when it became clear the pandemic would be with us far longer than anyone anticipated.

Nearly Half of Americans Have Tried New Brands or Shopped in New Categories Since the Start of the Pandemic According to a New NCS Consumer Survey

NEW YORK, January 20, 2021 — As consumers hunkered down at home during most of last year, their spending on consumer packaged goods (CPG) grew an average of 19% in 2020 compared to 2019 according to the latest data from NCSolutions, the leader in advertising effectiveness for the CPG industry.  Continue reading “FUELED BY THE PANDEMIC, CONSUMER PACKAGED GOODS PURCHASES GREW 19% IN 2020 COMPARED TO 2019 ACCORDING TO NCSOLUTIONS” →

Nearly Half of Consumers Express Optimism Nation Will Be Healthier in 2021, According to NCSolutions Consumer Survey

NEW YORK, December 10, 2020 — Americans plan to approach the upcoming winter holidays inclusive of Christmas, Hanukkah, Kwanzaa and New Year’s Eve cautiously with health top of mind, as 79% say they plan to celebrate at home and 54% in smaller groups, according to a new consumer survey commissioned by NCSolutions (NCS). Continue reading “MOST AMERICANS PLAN TO CELEBRATE THE UPCOMING WINTER HOLIDAYS AT HOME, IN SMALL GROUPS AND VIRTUALLY” →

Consumer Survey Data Uncovers Regional Differences in Thanksgiving Celebrations

NEW YORK, November 19, 2020 – Consumer packaged goods spending jumped 27% year-over-year in October, the largest year-over-year percentage increase since April and up a strong 9% over September 2020    according to data just released by NCSolutions (NCS), the leading company for improving advertising effectiveness for the consumer packaged goods ecosystem. 

Hand sanitizer, which was up 465% in October 2020 as compared to October 2019, continues to be a  top-growing category. Other top-growth categories for the month compared to last year are gum (388%), shelf-stable convenient breakfasts (373%), premixed alcohol cocktails (167%) and refrigerated wraps (108%). Continue reading “CONSUMER PACKAGED GOODS SPENDING ROSE 27% IN OCTOBER, COMPARED TO 2019, AS AMERICANS PREPARE FOR THANKSGIVING AND WINTER MONTHS, NCSOLUTIONS DATA REVEALS” →

This year, nearly three-quarters of U.S. consumers aim to spend the same or more as last year for Thanksgiving items, with more than 80% saying it’s important to celebrate the holiday in spite of the COVID-19 pandemic, a survey from NCSolutions (NCS) finds.

Eighty-three percent of Americans surveyed said that they view Thanksgiving 2020 as equally or more important than last year, and more than half (56%) said that they’ll celebrate at home.

Meanwhile, a large majority plan to shop in-store at their favorite supermarket to prepare for the holiday. These findings come from an online survey commissioned by NCSolutions (NCS), a New York-based media firm that helps CPG companies improve their advertising. The survey was conducted in mid-October and includes 2,024 respondents.

-83% of Americans indicate the Thanksgiving holiday is equally if not more important this year with at least 56% of those celebrating indicating they would do so at home

-73% are planning to spend the same or more for Thanksgiving 2020 as they did in 2019, with a quarter of consumers (26%) planning to shop early for the holiday

-80% of consumers plan to shop in-store for their Thanksgiving ingredients 

-90% of Americans will celebrate indoors and 61% will celebrate with people who don’t live with them

Continue reading “AMERICANS SAY THANKSGIVING IS EVEN MORE IMPORTANT THIS YEAR WITH PLANNED SPENDING LEVELS INLINE OR HIGHER THAN 2019” →