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The Marketers’ Take on Mindset: 2026 Global Report
Marketers are all in on Mindset. So what's the hang up?
We surveyed 2,072 marketers across the US, UK, and Australia to find out how Mindset is shaping advertising today, where familiar planning habits still hold strong, and which signals matter most for understanding receptivity. This report turns those findings into a practical playbook for audience, media, creative, and campaign planning.
Survey of 2,072 marketers conducted by Lightspeed Research for GumGum, August 2026.
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内容紹介
Mindset Matters
83.6% of marketers say Mindset-aligned ads outperform context-only matching. See which brand metrics they say Mindset moves most.
Old Habits Are a Sticking Point
61.1% would still choose identity-based targeting for a campaign launching next week, including two-thirds of self-declared Mindset adherents.
Receptivity Changes the Audience
95% say people outside a brand’s target audience are at least somewhat likely to engage in the right mindset. Only 28.9% expect the right audience in the wrong mindset to be very effective.
Put Mindset Into Practice
Get the Plan, Activate, Analyze playbook, plus the top barriers holding marketers back, from audience complexity to stakeholder buy-in.