2024從廣告到時(shí)代精神-廣告與文化的關(guān)系探究報(bào)告(英)-亞馬遜廣告

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70%71%

58%68%

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youngerBoomers(59-64)

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Respondentswhowanttofeelagreatersenseof

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20%30%40%50%70%

5

understandingculturetoday

understandingculturetoday

Respondentswhoagreethat

20%30%40%50%70%

65%

67%

49%

63%

AdultGenz(18-26)Millennials(27-42)Genx(43-58)

youngerBoomers(59-64)

7

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Thetrendsshapingcultureandadvertisingtoday

59%

53%

56%

53%

58%

49%

AdultGenz(18-26)Millennials(27-42)Genx(43-58)

youngerBoomers(59-64)

53%

62%

62%

53%

58%

20%30%40%50%70%

Thetrendsshapingcultureandadvertisingtoday

Thetrendsshapingcultureandadvertisingtoday

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Thetrendsshapingcultureandadvertisingtoday

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Thetrendsshapingcultureandadvertisingtoday

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Thetrendsshapingcultureandadvertisingtoday

22

understandingculturetoday

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23

24

understandingculturetoday

Global

BR

CA

FR

DE

JP

KSA

ES

UAE

UK

US

70%

68%

71%

83%

81%

73%

79%

78%

92%

72%

67%

70%

85%

75%

40%

54%

63%

87%

78%

62%

68%

88%

72%

68%

68%

71%

87%

58%

30%

46%

44%

59%

64%

76%

75%

75%

86%

65%

87%

82%

81%

82%

70%

86%

72%

87%

84%

80%

84%

70%

65%

59%

84%

72%

71%

71%

80%

Howcanbrandshelpshapeculture?

Global

BR

CA

FR

DE

JP

KSA

ES

UAE

UK

US

59%

63%

71%

88%

77%

57%

71%

63%

51%

59%

49%

50%

50%

50%

62%

53%

48%

62%

44%

63%

78%

71%

77%

86%

80%

53%

57%

78%

86%

80%

53%

58%

63%

68%

68%

Trend1:centersofinspiration

Global

BR

CA

FR

DE

JP

KSA

ES

UAE

UK

US

55%

71%

87%

78%

56%

59%

38%

50%

41%

63%

47%

51%

74%

37%

43%

36%

56%

79%

74%

73%

84%

74%

46%

70%

62%

76%

86%

78%

56%

65%

51%

56%

71%

64%

25

Trend1:centersofinspiration(continued)

Global

BR

CA

FR

DE

JP

KSA

ES

UAE

UK

US

56%

53%

62%

73%

71%

76%

54%

49%

40%

36%

59%

40%

33%

45%

41%

64%

35%

34%

35%

63%

79%

76%

77%

50%

46%

78%

77%

80%

52%

43%

56%

68%

Trend2:Democratizedcreativity

Global

BR

CA

FR

DE

JP

KSA

ES

UAE

UK

US

62%

62%

80%

80%

57%

58%

43%

50%

47%

50%

55%

57%

54%

35%

75%

75%

80%

81%

58%

55%

81%

82%

51%

54%

64%

64%

Trend3:Newescapism

Global

BR

CA

FR

DE

JP

KSA

ES

UAE

UK