Marketing

Jonah Berger of the Wharton School says that translating the climate crisis into an effective marketing campaign means focusing not on the abstract importance of the issue but on the concrete needs of the audience.

Americus Reed of the Wharton School says that brands are building ideological DNA into their appeals to customers to stand out in the attentional deficit economy.

Cait Lamberton of the Wharton School says, “It’s easy to say people’s desires for [luxurious] things are absurd or a mark of a society going into decline. But the truth is that people always seek ways to make their lives a little bit more beautiful and a little bit more enjoyable.”

Gideon Nave of the Wharton School says that the media content people watch is telling of the typical way they think, feel and behave in real life, measured by their personality.

Barbara Kahn of the Wharton School joins “Squawk on the Street” to discuss the apparel marketplace and the state of the consumer, including how consumers are price-sensitive but not buying from cheaper retailers.

Barbara Kahn of the Wharton School says that Margaritaville could risk overextending itself and lose some esteem without the identity of its founder, Jimmy Buffett.

Americus Reed of the Wharton School says that people have less tolerance for personal content shared on LinkedIn because the platform is so well situated in its professional identity.

A survey by the Baker Retailing Center at the Wharton School finds that three-quarters of Gen Z prefer to buy from sustainable companies rather than just brand names.

Peter Fader of the Wharton School says that discretionary buying is hard to do right now, especially for younger consumers and those with less income.

Denise Dahlhoff of the Wharton School details the ways in which marketers have utilized AI to expand their job roles, sparking a major shift in the use of generative AI.