PopPulse: The Crisis Hangover

In business, avoiding risk can often be the riskiest move, especially in an ever-changing landscape. This idea was central to The Marketing Society's Uncomfortable Conversations event, "Is an Uncertain Future Good for Business?" where panellists, led by Alison Orsi, discussed strategies for managing uncertainty during periods of crisis. Tom Sussman from Leo Burnett highlighted McDonald’s advertising strategy, emphasising that in times of crisis, customers don’t just want care, they want help, an insight drawn from Leo Burnett’s PopPulse research that is likely to remain relevant.

Leo Burnett has now revealed findings from the third wave of PopPulse, their groundbreaking research platform designed to break through the ad-land bubble and connect brands with the real feelings of people across Britain.

How does PopPulse do this? It listens to the everyday voices of hairdressers, beauticians, bar staff, personal trainers, and decorators - people who are tapped into what the nation is talking about every day. These insights are then supported by a panel of “People Experts,” including neuroscientists, anthropologists, cultural consultants, and journalists, along with traditional focus groups for balance.

The outcome is a profound understanding of the nation’s true emotions - an invaluable resource for brands that want to stay connected to the pulse of popular culture.

Their latest report reveals that the public is experiencing a "Crisis Hangover" and explores how brands can offer a solution.

Visit Leo Burnett’s website to download the report here.

We have more Uncomfortable Conversations with Publicis Groupe UK coming up in 2025, keep an eye on our event page

Published on 18 October 2024

This piece is part of our In My Humble Opinion content series in partnership with Publicis Groupe UK