Research from Carat US and Vox Media Explores the Role Media and Culture Play in Shaping Consumer Identities

Today, media agency Carat US and Vox Media, the leading modern media company, announced new research exploring the role of media and culture in consumers’ lives. The report delves into the forces shaping the consumption and spread of culture, and how brands can harness culture to create deeper consumer connections. Titled “Duality of Media,” this new study uncovers a duelling need for culture to satisfy both niche and mass connections and provides key insights on how brands can find this balance in breaking through to consumers. 

Key insights from the report include: 

• For us to live a harmonious life, balance is critical: Events of recent years have thrown consumers — and their media consumption — out of balance. As consumers move confidently on from the pandemic past, they are beginning to reclaim control of their lives and their sense of self. It is this balance between individual and shared identities that contributes to well-being and works in harmony to create culture. 

• Duelling desires for self-actualization and connection are shaping media consumption: Nearly two in three consumers feel in control of the media they consume. For the most part, social media, online video sites, and music top daily overall media usage. Where we start to see nuance is in the role these channels play in making consumers feel connected. Algorithm-based platforms like social media are starting to evolve into a more functional form of “helping pass time,” showing that the media we choose versus the media that’s part of our feed connects and hits differently. Media that users click to engage with, that’s longer and more in-depth, is considered more core to who we are. 

• Social media is skewing “too niche”: One in three surveyed believe social feeds are starting to become too specific. As a result, half are sharing less on social media platforms than they once were, and a third of consumers see less engagement. While consumers are spending a ton of time online, only 44% agree that their digital connections are also their “real friends in real life.” Only 39% trust the content they consume and a full third (34%) of people say they get offended by what is served to them in-feed. The continued tweak of the algorithm may help with monetisation, but it is having a profound impact on depth, relationships, and connection. 

• The time for reconnection is now: 50% of consumers surveyed currently feel close to other people, which means the same percentage are feeling distant. An epidemic of loneliness has been an ongoing health crisis even before the pandemic, but now that consumers are moving on from this past, they are in a better position to strengthen bonds with others and grow more connected to society.  

• We want media that brings us together: If marketers align with platforms that are too fragmented, it can be difficult to scale the connection that we know consumers are craving. Today’s preferred media is about bringing people you know physically closer, creating connection/learning, and ultimately forming much tighter and more meaningful bonds.  

• The rebalancing and growth towards mass culture: While the power and personalisation of social media algorithms remain strong, consumers are increasingly looking for media publishers and platforms that offer an opportunity to develop both their individualised and collective selves. It is important to recognise that the best of mass culture is reflective of the many niche cultures within it. When asking consumers about their habits, about two in five stated that their media consumption is tied to both a specific passion point and helping them connect to others. 

“Media engagement presents an opportunity to develop both our individual and shared identities. We find our uniqueness through niche media, while our shared identity emerges through mass media. Consumers are looking for their favourite publishers and brands to serve as bifocals, allowing them to zero in on a particular topic they’re interested in while simultaneously expanding their horizons,” said Edwin Wong, senior vice president of Insights & Research at Vox Media. “We are thrilled to have partnered with Carat US on this study to help their clients, brands, and partners form deeper connections with their desired audiences.”  

“Media moves at the speed of culture, and we're seeing culture shift faster than ever before,” said Joanna Hawkes, EVP, head of strategy, Carat US. “Consumers are now looking to media to satisfy more need states, faster — they are looking to dive into topics they care deeply about on an individual level while simultaneously looking to connect with others through shared passions. By finding this balance, we can create more rewarding media experiences that connect with both their individualised and collective selves.” 

Carat US has a longstanding vision of designing for people and is fascinated by people and what drives their behaviours and attitudes, making Vox Media the perfect partner to uncover how to push the boundaries of media to deliver more rewarding experiences. To download the full “Duality in Media” report, click HERE.