Business UNusual: Stefanie Francis, Hootology

Liz Whitehead
April 16, 2020
Business Unusual

Recorded during the early days of the pandemic, this Business UNusual conversation between Stefanie Francis and host Liz Whitehead is part market research deep-dive, part time capsule. Stefanie shares the just-released second year of SDII data — including a 30-point lift in brand favorability and a 40-point lift in actual product usage among consumers aware of a brand's supplier diversity initiative — and makes a compelling case for why 3.6% awareness is actually a starting point, not a dead end. She also gets into consumer psychology, Myers-Briggs, and why 65% of the US is status quo — and why most marketing completely misses them. Smart, warm, and surprisingly fun for a conversation recorded when the world was falling apart.