00:0044% of consumers actually feel ignored by markets.
00:0444% of the people we're trying to reach tell us they feel ignored by marketers and brands.
00:11What is equally interesting is 67% of those same people also tell us they don't like to be trolled, right, with email and with text messages.
00:22So the question becomes two things that I want you to talk about.
00:24One is, who is this 44%? Like, we say these words and we toss out this data, but if we don't know who that is, the makeup of that 44%, then we're not sure, frankly, who we're talking to.
00:37And then secondly, how do you think about the gap if the reality is I don't want to be trolled, but I also think you're ignoring me?
00:44So let's, I think there's a slide on the who.
00:45There's like a really fine line between targeting and creepiness. Like, we all feel it as consumers, right?
00:51So let's first, let's talk about if, if almost half of the people we're trying to reach feel ignored, I think as marketers, if we're going to be like remotely responsible, we need to think about who those people are.
01:03So I think you can throw this slide up because a lot of times when I start this conversation with people, they're like, oh yeah, yeah, it's that audience.
01:12I'm reaching my audience, my target consumer, but there's those other people, right?
01:17And we all have these stereotypes of who we think the other people that aren't our target consumers might be, right?
01:25And the reality is most of America feel ignored, right?
01:29When it comes to geography, suburban people, urban people, rural people.
01:33It's not just that guy on a tractor in the middle of nowhere that you might think is not your consumer.
01:39He is anyway, but for a lot of brands, it skews a little more white.
01:44So interestingly, white consumers feel a little more ignored than some of the other ethnicities, but you see still solid numbers, black consumers, Hispanic consumers.
01:56And I thought what was really even more fascinating was when it comes to income, sort of all of the income levels are feeling the same pain.
02:05They're all feeling like, you don't get me.
02:08And how is it in this moment in time when we have more data than we've had in the history of marketing at our fingertips with more speed and more access, we are missing these consumers?
02:21There's so much data, and yet these people don't feel seen and heard by us.
02:26Right.
02:26So if we think about it in the context of, look, everybody's feeling a bit ignored, right?
02:33So then the question becomes, is this a function of we're trying to reach too many people too broadly and in a way that sort of whitewashes the notion of what actually matters to them?
02:44Or is it a function of so much matters and there's such a battle for time?
02:49So then the question becomes, is this a function of what actually matters to them?
