Pivotal

Introducing a groundbreaking new platform from NYT Advertising designed for marketers seeking relevance and deep consumer insight on the most important topics in society — right now — and implications for brands, all driven by the inquisitive nature & original work of The New York Times.

51%

The majority of U.S. Adults feel race-relations are worse now than 5 years ago, a shift from just 1 in 4 in March of this year

Source: NYT x Morning Consult 2020

73%

of NYT readers feel companies have an obligation to educate consumers on how they can help combat climate change

Source: NYT x Morning Consult 2020

65%

of Americans say they are more reliant on technology than ever before, but less than half actually trust technology companies

Source: NYT x Morning Consult 2020

2 in 3

members of Gen Z prioritize other areas of their life, like money, career & friends — over their sex life. And only 1 in 3 members of Gen Z use dating apps.

Source: NYT x Morning Consult 2020

74%

of NYT readers (more than the general population, 60%) believe gender inequality is a real issue in the United States

Source: NYT x Morning Consult 2020

42%

of Gen Z feel anxious about their finances, but they are more willing than Boomers or Gen-X to trust companies to give them financial advice

Source: NYT x Morning Consult 2020

Launching with a series of reports, grounded in analysis of current societal shifts and backed by robust research — and the unique perspective only The New York Times can provide — it delivers tangible guidance and recommendations brands can take advantage of today.

interviews with consumers, experts and journalists.*

Americans surveyed across the country.*

hours of in-person and virtual interviews.*

years of combined industry and cultural expertise.*

*(and counting)

Pivotal offers marketers insight on the role their brands can play in our lives. In the near future, we’ll introduce a variety of ways brands can engage with our experts and our insights, including:

Provocative

Presentations

Ideation

Labs

Team

Entrenchment

Roadshows

Hands-on

Workshops

When the only constant is change, NYT Advertising keeps up with the zeitgeist to help you keep your brand relevant. So stay tuned — as culture evolves so will Pivotal.

Race

As emotions flood the nation — authenticity is key for brands

51%

The majority of U.S. Adults feel race-relations are worse now than 5 years ago, a shift from just 1 in 4 in March of this year

“Racism been a very abstract concept for some white Americans. Now, it's almost tangible.”

— Audra D.S. Burch

Domestic Correspondent, The New York Times

Climate

Climate literacy is the company’s burden, and sustainability efforts are table stakes

73%

of NYT readers feel companies have an obligation to educate consumers on how they can help combat climate change

“It’s no longer this business question of, ‘Oh, do consumers want this?’ [brands focusing on sustainability]. The answer is yes, and we’re 10 years behind.”

— Kwesi Blair

Corporate and Culture Strategy Consultant

Tech

A nation dependent on technology with little trust in tech companies

65%

of Americans say they are more reliant on technology than ever before, but less than half actually trust technology companies

“No one is going back to the world before the iPhone. There isn’t any going back. We just need to figure out ways to make it improve our lives more so than it detracts.”

— Kevin Roose

Technology columnist and podcast host for The New York Times

Sex

No longer provocative, or top of mind

2 in 3

members of Gen Z prioritize other areas of their life, like money, career & friends — over their sex life. And only 1 in 3 members of Gen Z use dating apps.

“I think the biggest thing is more just a cultural shift, that it's not taboo... It's not shameful if you have multiple sexual partners in the same way that it was maybe 20 years ago for our parents.”

— Taylor, 23, LA

Gender

A topic at the forefront, with consumers willing to forgive

74%

of NYT readers (more than the general population, 60%) believe gender inequality is a real issue in the United States.

“You can kind of tell what companies [are slapping a rainbow on their products to cash in], it's not a good look.”

— Charlotte Clymar

Activist, Writer, Soldier

Money

An anxious generation putting more trust in financial companies

42%

of Gen Z feel anxious about their finances, but they are more willing than Boomers or Gen-X to trust financial companies to give them advice

“[Financial Companies] have to be useful to them [Gen Z]. You can't count on people to come to you for a transaction if they don't know you, don't trust you and have never proven yourself to have answered a useful question for them.”

— Charlie Javice

CEO and Founder of Frank