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1、The Future is IntrovertedIssue#003 March 2023BackgroundFor the last 2 years,weve endured sometimes deafening quiet:The pandemic forced the majority of Americans to step back from their usual social schedules and created a culture of homebodies.Now,as we emerge from lockdowns and try to find our stea

2、dy state again,we must assess how much weve changed and what of our old lives is worth resuming.In order to understand how human interactions have changed over the last three years and what those changes mean for the future,Starcom partnered with MESH to survey 2353 people around the U.S.We sought t

3、o understand whether people have become more withdrawn,and what impact this has on how they experience the world.The casualties of COVID-19 and Americas polarization,at large,are numerous and“For a long time,introverts have been saying that the social world is designed to favor extroverts.Whether it

4、s finding a romantic partner,being able to make friends,or networking to advance your career,extroverts with their smooth social skills and willingness to talk to strangers seem to have an automatic advantage.In 2022,its finally okay for introverts to come out of the closet so to speak.”-Dr.Rachel L

5、awes,Semioticianwould require a seemingly infinite about of time to extrapolate.For our purposes,weve concentrated on one thats difficult to debate:personality typing.Between digital detoxes,float tanks,and noise canceling headphones,introverted Americans keep searching for coping mechanisms to deal

6、 with sensory overload and the belief that the world now feels eerily unfamiliar.We augmented this research with semiotics from Dr.Rachel Lawes of Lawes Consulting and social listening to get a full picture of how we talk about and understand issues of personality type in our daily lives.Our results

7、 showed us the impact of personality type along four different dimensions:people,language,experiences,and brands.2PeopleThe COVID-19 pandemic didnt just enable introverted tendencies.It created net new introverts.Personality type needs to be a critical component of how brands think about their audie

8、nces.LanguageThe definition of introversion has expanded to include not just physical isolation,but mental health,social aggression,and comfort level.Brands should be supportive not coercive.ExperiencesYounger consumers are transforming personality into a critical marker of identity.Brands must meas

9、ure the impact they have on both ends of the personality spectrum.BrandsInclusive marketing of the future must incorporate introversion.We need a modern set of signals to spot introverts in the wild.1234Key Findings3ExtrovertPeopleThe pandemic changed people,not just their behavior.The vast majority

10、 of Americans had their social activities affected at least somewhat by the pandemic.But the impact goes beyond just their actions.For many Americans,the pandemic made them introverts.Isolation is no longer a punishment,its a choice.During the strict,circa-Spring-2020,lockdown phase of the pandemic,

11、fewer people ventured out without an essential reason to do so.Social interactions were largely reduced to whatever video-chat app was trending that week.Over the past year or so,those restrictions have evaporated,and things have slowly returned toward pre-pandemic conditions.That said,our study fou

12、nd social reticence remains among introverts and extroverts alike,and is now by choice,rather than necessity.While the majority of respondents described continued fears of COVID for why they havent resumed previous activity levels,many also cited permanent lifestyle changes in their work and social

13、lives.Among the top reasons cited were a permanent shift to remote or hybrid working,relocation to lower-density areas,and a new appreciation for solo activities around their home.“I have learned to appreciate my solitude,”one respondent mentioned.Time spent in my own homeConsuming media Time spent

14、interacting onlineTime spent with people with in-personNumber of guests I invite to my homeActivities outside of my home20202022Introverts-50%-40%-30%-20%-10%0%10%20%30%40%50%60%70%80%8%27%26%-43%7%-45%30%-45%0%62%15%50%ExtrovertsAmbivert 42%29%30%-50%-40%-30%-20%-10%0%10%20%30%40%50%60%9%6%-5%13%13

15、%17%15%-41%-39%-35%56%43%4Introvert Insular&Noninsular Introverts Versus Extroverts20202022Introversion and extroversion are often framed as deeply personal characteristics,but they can be as much a function of nature as nurture.Introversion depends,too,on where you live.People who lived in more den

16、sely populated areas tended to be more extroverted and vice versa.On the one hand,being around people all the time makes it difficult to maintain the solitude introverts prefer.On the other,more introverts might choose to move to less-populated areas to the potential for social interaction.This is t

17、rue on the regional,local,and household levels.5Pandemic relocators found more introverted places.RegionalIn the words of Dr.Lawes,“Theres a cultural element to being a shut-in.”Every country has a different level of introversion.For example,more than half of Lithuanians(56%)consider themselves intr

18、overted,making it the most introverted country in the world.When we looked within America,we saw this regionality as well.Our results showed that more populated states like California are also more likely to feature extroverts.Meanwhile,the southwestern states were filled with a disproportionate num

19、ber of introverts,and its in this area where many Americans chose to move during the pandemic.LocalFor the past several years,weve seen people relocate from areas with a high cost of living toward more affordable areas.In general,this means moving from high-density locations to more sprawling pastur

20、es in the southeast and southwest.This trend grew during the pandemic,as people sought to escape urban areas(where the cost of living and COVID rates were high)to lower density places.Since people in rural areas are significantly more likely to be introverted than those in urban areas,pandemic mover

21、s were thus more likely to move culturally introverted places.0.250.56Insufficient Sample Size0%10%20%30%40%50%UrbanSuburbanRuralRate of Introversion by Locality _01 People46%42%38%People are also choosing introverted homes:The rise of tiny homes,architectural attempts to cut out the clutter of soci

22、al living,where entertaining is impossible,and nomadic#VanLife,have illuminated a desire to move away from crowded places toward more minimalistic settings.more nomadic,isolated residential set-ups.Pandemic isolation is reinforcing.IntrovertsIntroverted respondents were significantly more likely to

23、say that the pandemic-induced lifestyle changes helped level the playing field for them at home and at work.They described being able to interact with friends and coworkers in ways that were more comfortable to them.Particularly for those who ascribed shyness to their introversion,virtual and smalle

24、r interactions helped them feel less like wallflowers.ExtrovertsFor extroverts,a sense of inertia was a common refrain:The longer they spent away from social activities,the harder it was to reenter social life.Years of limited social interaction made them feel rusty on the basics of in-person intera

25、ction,and more likely to feel the same kind of social reticence introverts did prior to the pandemic.Despite no remaining pandemic restrictions in the US,extroverts in our survey still reported spending more time in their homes than in 2019.Social discomfort was up across the board,as even the most

26、gregarious reported feeling a little out of practice socializing.The cumulative effect of 2 years of the pandemic has been that Americans have become more introverted.Roughly of our respondents described becoming more introverted over the course of the last couple of years,and an astonishingly small

27、 percentage said the opposite was true.As you might imagine,the reason for the change varies between the personality traits.“I think seeing less people and working from home has made me become slightly more awkward and reserved.”-Female,extrovert,age 29of introverts say they became more introverted

28、throughout the pandemic.of extroverts say they became more introverted throughout the pandemic.22%28%6 _01 PeopleBe it introverts,extroverts or those in between,these personality types should be top of mind for brands all the time.7RecognitionWhether they realize it or not,brands are symbiotic with

29、an audience of introverts,extroverts and ambiverts.How they approach this melting pot of personality types is implicit toward business growth and optimum messaging.When identifying current and future growth audiences,personality type,along with demographics and psychographics,should become a standar

30、d filter.RegionalityOur local strategies already taken into consideration the ethnic,linguistic,and cultural differences of each market.Now is the time to add personality type to the mix.Similar to how we incorporate in-language messaging,the markets we choose to prioritize and how we communicate wi

31、th them must address the needs and nuances of introverts.ChannelFor introverts and extroverts alike,there were some social activities that werent conducive to in-person interaction.For example,one respondent said first dates online felt much safer than ones in person and planned on Zoom-ing first da

32、tes indefinitely.As we recalibrate our balance of in-person and virtual interactions,we have the opportunity to be intentional about which activities merit old-school,in-person communication and which ones dont.The future is phygitala prudent balance of in-person and virtual.Brands should:Consider t

33、he unique needs of each personality type and be intentional about IRL vs.virtual activations._01 PeopleK-pop band BTS has truly embraced the phygital needs of its fan base.In a recent concert,it displayed an array of live video feeds from fans around the world,allowing for people to experience a liv

34、e performance from the comfort of their own homes.LanguageWere redefining introversion in real time.Psychologists define“introversion”based on whether or not you derive energy from being alone.As more and more Americans call themselves introverts,what it means to be an introvert is also expanding.It

35、 aint easy being an introvert.The term“introvert”has come evolved considerably since its Jungian origins in the early 1900s.In the last few years,weve seen its definition expand to include three main themes:IsolationLikely because they begin with the same vowel and end with the same consonant,people

36、 often use“isolation”and“introversion”interchangeably.But one can feel isolated without being introverted,and vice versa.Whats more,many Americans are prone to introversion simply because theyre members of segments often marginalized and even disdained by society.Specifically,people who are LGBTQ+,h

37、ave mental health issues,are female,and are lower income.Low EngagementFor many,shyness and quietness are synonymous with introversion.Feeling like a“fly on the wall”or a“wallflower”was a common refrain throughout our study.Indeed,unless there is a high level of comfort with a situation,many introve

38、rts found it difficult to make their presence known in conversations as easily as their extroverted counterparts.Complicating matters is that in addition to how often and loudly you speak,there are subtle ways in which extroverts appear to own conversations.Body language,eye contact,and gesticulatio

39、n can make extroverts seem louder even when theyre not.Trouble ConnectingMany introverts find it challenging to understand the emotional cues of others,and others errantly assume introverts have lackluster social and communication skills.Theres some self-fulfilling prophecy here,too,as sometimes dif

40、ficulty relating with others leads to social discomfort and,eventually,introversion.We see ripple effects of this association in politics,brand,and even family relationships.Reality,however,is more complicated,as we found whether you think you understand others is quite different than if you actuall

41、y do.Some introverts noted that they are valued for their ability to connect with others,and they are known as good listeners in their friend groups.80%10%20%30%40%50%60%Lower classMaleNo mental health conditionStraightUpper classFemaleHas mental health conditionNot straight34%39%41%41%48%43%55%48%“

42、I enjoy being with people,but Im usually the most quiet one of all.”-Female,Introvert,age 32“I can have a difficult time feeling big emotions of pain or excitement for someone else.”-Male,Introvert,age 39Context can make someone more extroverted.This-versus-that,one-or-the-other are,for better or fo

43、r worse,ways we like to frame things.Its as simple as it is incomplete.The reality is between the extremes lies a lot a gray area,and that include three in 10 respondents who identify as ambiverts,or those who consider themselves neither personality type.Whats more,theres a level of flexibility amon

44、g those who call themselves introverts or extroverts,as both types are largely a function of context.Extroversion is usually synonymous with social comfort,but our research found the opposite is also true:People are more extroverted in places where they are more comfortable.Even those who describe t

45、hemselves as extreme introverts said they felt more comfortable(and were less depleted)when amongst small groups of people they know well,than they are making small talk with strangers.Dr.Lawes describes this as follows:“Extroversion and introversion change between situations depending on who else i

46、s there,how far they are trusted,and to what degree they are comfortable to be around.Consumers are likely to behave in an extroverted manner when they are comfortable within a circle of trusted people.They become outgoing and willing to stand up for their beliefs.But when they are uncertain of thos

47、e around them,they become more introverted.They dont say what they think,and they use coping mechanisms to control their emotions and avoid conflict.”“It really depends on the situation.If I am in a large gathering with people I dont know,I may be something of an introvert,but if I am with friends,I

48、 might be more extroverted.”-Male,Ambivert,Age 26“My personality is a balance of both,sometimes based on the environment Im in,who Im with,how I am feeling and other environmental and internal cues.”-Female,Ambivert,Age 699 _02 Language15%5%9%51%33%46%33%80%46%16%ExtrovertAmbivertIntrovertComfort Le

49、vel in Interacting with PeopleHighMediumLowWhat we saw in our study is that conflating these conditions with introversion haphazardly helps people explain away completely normal and common feelings of loneliness,social discomfort and awkwardness.But for the millions of Americans who deal with these

50、conditions,their redefinition of introversion does a disservice to those who have specific physical and emotional needs.For neurodivergent folks,for example,quiet and alone time can be a vital medical need,not a preference.It can also divert resources and advocacy away from the people who most acute

51、ly need them.10“I am very socially awkward,and have trouble talking to others.I spend a lot of time alone.”-Female,Introvert,Age 42Over the last few decades,weve been exposed to more diverse personality types and experiences in the media we consume.Dr.Lawes notes,“Its fashionable now to recognize su

52、perpowers such as having ADHD or being on the spectrum.A shift of perspective in which these arent disabilities or defects but talents.”This new perspective has gone a long way toward helping us redefine what it means to be introverted.In some ways,this makes sense.In our study,one in 10 people(9%)r

53、eported being neurodivergent,and another quarter(23%)said they had social anxiety or depression.These respondents were 32%and 34%more likely,respectively,to identify as introverts than others.But while they are related,neurodivergence,anxiety,and depression are specific medical diagnoses with very d

54、ifferent needs,not preferences.As we have collapsed so many different conditions into the term”introvert,”weve inadvertently expanded the definitions of these conditions as well.Some,for example,quick to use the word acronym“OCD,”really just means the person is“persnickety.”The same goes for ADHD,a

55、diagnosis that is only earned if the individual has a litany of symptoms;often,we errantly use it or ADD to simply mean“being distracted.”_02 LanguageMental health is often conflated with introversion.0%10%20%30%40%50%60%41%55%54%TotalNeurodivergentHas a mental health conditionuserid:145584,docid:52

56、5902,date:2024-09-29,11Tone and ImageryThere are times when introversion succumbs to isolation,two words that,too,are often used synonymously,although its really one metastasizing the other.Should this occur mental health issues,radicalization and addiction are just a few of the repercussions.And be

57、cause so much of the world cant distinguish between the two,it makes it that much harder for these personality types to have their needs met.Brands will earn more goodwill from introverts if theyre met with empathy,patience and personalization,especially among those dangerously close to falling into

58、 isolation.AvenueBrands seeking to motivate introverts should fine-tune activations so they feel intimate and familiar.Doing this will promote a higher level of trust and comfort and allow introverts to become more extroverted.Providing breakout spaces and opportunities to partially engage can give

59、introverts enough breathing room to keep chugging along the beaten path.Brands should:Avoid language and imagery that is alienating to introverts and provide transitional experiences to ease introverts seeking to engage into approachable social interaction._02 LanguageTheres room for brands to be ca

60、reful and prescriptive.ExperienceA common stereotype we sought to test was that introverts dont work and play well with others.Introversion and isolation are often associated with petulance,closed-mindedness,and a lower EQ.These assumptions have created a shortcut for companies,friend groups and oth

61、ers,allowing them to believe theyre short on leadership and interpersonal skills.While our study found that extroverted people were much more likely to see themselves as empathetic,introverted people were much less likely to think others were empathetic.In other words,introverts were less likely to

62、see anyone as empathetic.At the same time,introverts and extroverts alike both felt being empathetic for empathys sake was more important than adhering to empathetic social norms.Furthermore,more alone time can,in fact,make people more understanding of others.Two in five(39%)of our extroverted respo

63、ndents said the forced seclusion of the pandemic has made them more empathetic,compared to just three in 10(29%)introverts.Instead of extroverts having a different level of empathy,our data suggested they simply have a different definition of empathy,and perhaps also a different way of judging other

64、s and themselves.Contrary to popular belief,our studys introverts often found that they were able to be more empathetic because they were better listeners.12How people see themselves:How people see others:0%10%20%30%40%50%60%70%80%0%10%20%30%40%50%60%IntrovertedExtroverted9%23%36%52%55%26%4%12%27%48

65、%70%41%NeutralNeutralEmpatheticEmpatheticUnempatheticUnempatheticSome people believe introverts are synonymous with recluses,and you can usually expect some sort of Howard Hughes reference amid the misnomer.While a Venn diagram would certainly show some overlap,the reality is introverts want to inte

66、ract with others,albeit in different ways than extroverts.Our respondents described greater willingness to engage when proximity to others was off the table.For example,they are more likely to learn about things from reading and consuming media rather than having a direct connection with people in t

67、heir lives.Furthermore,they are significantly more comfortable in online environments than face-to-face.This extends even to family and friends,whom introverts actively are more likely to actively avoid in impromptu settings.Dr.Lawes adds,“Introverted individuals find it far easier to be themselves

68、online than in person.Being able to hide behind a screen and consider responsesunlike in real lifemakes these individuals feel more confident and comfortable.”Even in anonymous online settings,introverts stay clear from conflict.Keeping distances is perhaps part of introverts need to avoid confronta

69、tion.Despite having greater comfort online,our data showed introverts were 2 times more likely to block or unfollow people they disagreed with online,and less than half as likely to engage in conversation in any way.Even with friends and family,they described significantly less desire to engage in d

70、ebate.They were 47%more likely than extroverts to say they would politely nod but not take the bait when family or friends espoused views they disagreed with.Introverts want to engagefrom a distance.13 _02 Language“Introverts dont like face-to-face confrontations,so when hot topics come up,they supp

71、ress their opinions.When dinner is over and they can get online,a virtual friendship group awaits them,often with clear group values and ideals where they feel more comfortable talking.But for extroverts,life online is not only about echo chamber friendship groups,but also about opportunities to int

72、eract with people who disagree with you and suffer no real consequences for telling them what you think.”-Dr.Rachel Lawes0%20%40%60%80%100%0%20%40%60%80%100%0%20%40%60%80%100%IntrovertAmbivertExtrovert18%23%45%60%65%48%23%12%7%0%20%40%60%80%100%0%20%40%60%80%100%IntrovertAmbivertExtrovert14%30%58%33

73、%46%33%53%24%9%0%20%40%60%80%100%IntrovertAmbivertExtrovert18%44%73%26%37%20%57%20%8%When physically with people (e.g.parties,gatherings)When at work/in the office(e.g.meetings,networking,presenting)When scrolling online/looking at friends feedsI hate it.It makes me uncomfortableNeutralI love it.I f

74、eel in my element.14MetricsNo two people interpret tone,imagery or diction the same way,so all brands can hope for is getting most people to interpret them in a positive way.If only it were that easy,said brand managers everywhere.For trying to reach introverts,brands should begin on digital channel

75、s and engagement methods that rule out active participation.Corporate ActivismExtroverts look for crystal-clear expressions of empathyboth from themselves and brands.Introverts,meanwhile,question their empathy,and are likely to put more stock in unheralded acts of charity.Given introverts skepticism

76、 toward good deeds,brands will have to work overtime to message their CSR efforts to these audiences.Introverts will want to see proof that a brands altruism for the causes that matter to them is paying dividends.AlgorithmsNot all introverts are hermits,but they they are less influenced by word of m

77、outh and are less likely to take a stand online and with family and friends.This has a big impact on influence dynamics,making it harder to reach them and for them to bring others into the conversation.Its entirely possible we might be over-or under-estimating reach and conversion.Well need to rethi

78、nk metrics like reach and create new algorithms to truly reflect how brand information is disseminating among introverts.Brands should:Recalibrate metrics for reach to account for introverted models of information dissemination and take an impact-focused approach to CSR messaging._02 LanguageBeing i

79、ntroverts true selves isnt always advantageous to brands,but where theres a will,theres a way.BrandsWeve seen the future of marketing and it includes introversion.As more and more Americans identify as introverts,these solitary types will expect more from brands.An inclusive approach will require ad

80、apting to not just their needs,but to others elsewhere on the spectrum.Having grown up in a world where texting is synonymous with talking and youre able to play Call of Duty with peers several continents away,its little wonder Gen Z is more introverted than other generations.Given how many members

81、of Gen Z are introverts,the generations attitudes in other subjects are making their presence felt when it comes to introversion.And,steadily,we have seen this generations influencer culture test the boundary between personality and identity.Todays young adults are significantly more likely than pri

82、or generations to aspire to be entrepreneurs and influencers.Of course,no previous generation even knew what an“influencer”was at Gen Zs current life stage.These non-traditional,individualistic career aspirations make developing a personal brand a critical need.Gen Zs success,in fact,can hinge on a

83、carefully constructed persona.Your aesthetic choices,hobbies,and artistic taste all have intense bearing on your social(and,eventually,financial)worth.And,in a very real way for teens,personal branding isnt just about shaping an identity but using it to make a living and finding purpose in life.We h

84、ave tracked this blurring between personality and identity along gender lines for some time.For the oldest Millennials and their predecessors,gender identity falls along largely body-identity linessome sort of existential understanding of being female,male,or neither.For younger individuals,elements

85、 of personality become integral components.In other words,how you express that gender identity becomes part of the gender definition itself,which makes the definition(as well as many Gen Z constituents)gender fluid.With this line between personality and identity more and more unclear,suddenly introv

86、ersion becomes not just an adaptable personality feature,but a core element of ones identity that requires special consideration.15“I dont get invited to parties,and people consider me intimidating.Its really unfortunate,because I dont mean to be mean or unfun,I just have different priorities and am

87、 tired of explaining myself.”-Female,introvert,age 20“It really depends on the situation.If I am in a large gathering with people I dont know,I may be something of an introvert,but if I am with friends,I might be more extroverted.”-Male,Ambivert,Age 26Rate of introversion by generation0%10%20%30%40%

88、50%60%Gen ZGen XBoomersMillenialIntroverts want to make a difference,differently.Brand DiscoveryWhile the degree of social interaction doesnt necessarily define introversion,the fact remains that introverts spend less time on average socializing.This goes for interpersonal relationships and for thei

89、r engagement with brands.As a result,introverted respondents in our survey were significantly less likely to learn about brands by going directly to the source and were more likely to rely on indirect methods.Overall,they would rather read the opinions of strangers online than talk to someone they k

90、now.CSR MessagingOne of the starkest differences between introverts and extroverts is what they expect ethically from brands.While both introverts and extroverts said they strongly believe in at least one social cause,extroverts were more likely to believe brands should be more socially responsible

91、and to say they consciously try to purchase brands that adhere to their personal values.While this doesnt necessarily mean that extroverts care more about brands supporting causes,they are influenced more by messaging to this effect.This suggests that CSR-related messaging and initiatives will conne

92、ct more with extroverts.social media scrollingstreaming servicesYouTubedirectly through brand websiteword of mouth from family/friends+16%+12%+9%-30%-24%16 _04 Brands17BehavioralThe stereotype of a shut-in no longer fits the vast majority of self-described introverts,many of whom walk,talk,listen an

93、d socialize just anyone else.Its a fools errand to rely on how often people socially engage if youre trying to spot the introvert.Instead,we should identify places they choose to go(e.g.dive bars vs.clubs)or products and services they buy(e.g.movie tickets vs.streaming purchases).MotivationalThere i

94、s no archetypical introvert or extrovert,even if keen observation can help us make educated assumptions towards identification.Introversion is often situational,and perhaps theres no better example of that than when we watched extroverts become introverts during the throes of the pandemic.At Starcom

95、,we use motivations as a way into connecting people and brands.Our proprietary motivational framework,mapped to Epsilon IDs,allows us to not only understand people and craft relevant messages,but also to find those motivations in the wild.Brands should:Consider nuances in where and why people engage

96、,not just how often,in order to find and reach introverts._04 BrandsThis new paradigm requires new strategies.Even in their most antisocial moments,introverts are no longer relegated to solitude,with spaces and products that give them the respite and separation they need to recharge.Evaluate your br

97、ands current distribution of personality type.Determine how this compares across your category and whether this mix of introverts and extroverts is right for your brand.Consider the experience your brand currently provides.Is there enough flexibility in the experience to facilitate all personality t

98、ypes?Given your audience profile,is your brand experience more heavily favoring one end of the spectrum or another?Keep personality type at the core of your creative when developing messaging,imagery,and activations to better respond to your audience.Go beyond stereotype to find behavioral and motiv

99、ational signals to identify introverts in the wild.Create measurement plans for both introverts and extroverts to understand your resonance and progress against both groups.The FutureIts clear the pandemic didnt just temporarily alter behaviors or preferences;it merely accelerated the inevitable shi

100、ft toward a more remote and isolated world.And only now its apparent how ill-equipped we were to deal with the fallout.The future must not be a gentle coaxing of people back to the old-world order,but rather the creation of new brand experiences that are cognizant of and respectful toward personality type from the outset.But while the task at hand feels daunting,a few simple steps can help brands respond to this shift:LearnAssessDesignMeasure