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Countdown To the Big Game: Dr. Tyrha’s Top Five Super Bowl Commercials for the Past Five Years
Advertising executive and multicultural media expert Tyrha M. Lindsey-Warren, Ph.D., clinical assistant professor of marketing at Baylor University's Hankamer School of Business, , is a sought-after media commentator on the brands who win big during the game's commercial breaks. Commercials always are the most anticipated and talked-about aspect of the Super Bowl, but the expanding digital landscape requires advertisers to use more authentic and nuanced strategies to reach consumers. Advertising executive and multicultural media expert Tyrha M. Lindsey-Warren, Ph.D., clinical assistant professor of marketing at Baylor University’s Hankamer School of Business, is a sought-after media commentator on the brands who win big during the game’s commercial breaks. How do companies break through the noise and make a lasting impression on viewers? Lindsey-Warren – or Dr. Tyrha, as she is known – says the key is empowered storytelling. As a consumer behavior scholar, Dr. Lindsey-Warren’s research is rooted in narrative transportation theory – in other words, storytelling – that exudes the emotion of empowerment and its impact on consumer attitudes, behaviors, purchase intention and message recall. “There is a growing space for cleverly crafted and positive storytelling that can break through the clutter and competition and get the attention of Millennials, Gen Z and Alpha generations in an authentic and meaningful manner,” Lindsey-Warren said. At the top of every year, Dr. Tyrha always enjoys exposing the juniors and seniors in her advertising class to the joys of storytelling in advertising by way of the Super Bowl commercials. By leveraging the Super Bowl as an “edutaining” entry point for student learning, Dr. Lindsey-Warren finds it to be a fun and wonderful way to bring many advertising lessons to life for her students, including branding, consumer targeting and segmentation, social media campaign analysis, and more. To that end, here are Dr. Tyrha Lindsey-Warren’s top picks for the best Super Bowl commercials over the past five years. COUNTDOWN TO THE SUPER BOWL: DR. TYRHA’S TOP 5 SUPER BOWL COMMERCIALS FOR THE PAST 5 YEARS #5: Company/Brand: AMAZON Title of the commercial: “#BeforeAlexa” (With Ellen Degeneres and Portia de Rossi) Year it ran in the Super Bowl: 2020 Link to the commercial: https://www.youtube.com/watch?v=PLUwmnPJIGk Ad Agency that produced the commercial: Droga5 Dr. Tyrha’s rationale as to why this ad is so good: In my opinion, this was a wonderfully creative and clever introduction of the Alexa product by Amazon. The nostalgic storytelling in the spot humorously does make you wonder and realize how “did” we all live “before Alexa?” The commercial is multigenerational, incorporates women extremely well, and is so funny! #4. Company/Brand: NFL Title of the commercial: “Bring Down the House!” Year it ran in the Super Bowl: 2022 Link to the commercial: https://www.youtube.com/watch?v=8PhfMtZce1k Ad Agency that produced the commercial: Co-directed by Peter Berg of Film 47 and Arthur Mintz of Swaybox Studios Dr. Tyrha’s rationale as to why this ad is so good: In 2022, the NFL creatively leveraged the power of animation to get our attention with this wonderfully told story with children as the lead Talent and set in a situation that all families can relate to! The spot is so much fun and keeps you guessing as well as laughing with Grandma saving the day in the end. The commercial is multigenerational, multicultural, and incorporates women and girls extremely well. #3. Company/Brand: MOUNTAIN DEW & DORITOS (OWNED BY PEPSICO) Title of the commercial: “Doritos Blaze vs. Mountain Dew Ice” (with Morgan Freeman and Peter Dinklage) Year it ran in the Super Bowl: 2018 Link to the commercial: https://www.youtube.com/watch?v=C2tyVjEuqcY Ad Agency that produced the commercial: Goodby, Silverstein & Partners Dr. Tyrha’s rationale as to why this ad is so good: The “in your face” storytelling of this commercial – performed exquisitely by acclaimed actors, Peter Dinklage and Morgan Freeman, and accompanied by the perfect voiceover narrators in Rappers Missy Elliot and Busta Rhymes – is so much fun and truly unforgettable! The commercial also cleverly makes you pay attention to the presentation of the products being promoted as well as compels you to wonder as to “when did you last have a Mountain Dew and some Doritos?” This commercial is multicultural, multigenerational, multibodied, and incorporates women well and UBER memorable! #2. Company/Brand: NFL Title of the commercial: “The 100-Year Game” Year it ran in the Super Bowl: 2020 Link to the commercial: https://www.youtube.com/watch?v=tJjiIuH1VnY Ad Agency that produced the commercial: 72 and Sunny Dr. Tyrha’s rationale as to why this ad is so good: If you love the game of football, you have to love this ad that celebrates the fun and contagious spirit of the game. Truly, this commercial has something for everyone who loves the game of football! The unassuming opening of the ad’s storytelling set at an awards banquet and led by NFL Commissioner Roger Goodell quickly evolves into a fun and rambunctious game of football with NFL players of all ages in their tuxedos destroying the ballroom with their play. The musical hip-hop soundtrack alone for the spot is amazing, current, and supports the action of the storytelling extremely well. This spot is multigenerational, incredibly diverse in age ethnicity and more, as well as weaves women and girls into the spot ever so cleverly. A truly memorable ad and so much fun! #1. Company/Brand: Mr. Clean (OWNED BY P&G) Title of the commercial: “Cleaner Of Your Dreams” Year it ran in the Super Bowl: 2018 Link to the commercial: https://www.youtube.com/watch?v=ozuWoZITX3Y Ad Agency that produced the commercial: Leo Burnett Dr. Tyrha’s rationale as to why this ad is so good: Every year I show this commercial to my Advertising students at Baylor University and they absolutely LOVE this ad! The storytelling of this commercial leverages the animated Mr. Clean in such a clever manner, while showing the product benefits at the same time, and not being “in your face” with the product’s selling proposition. The music and the dancing accompaniment to the storytelling all help to bring an emotional connection to the viewer, especially the female audience. Plus, the spot is just super funny and so much fun! Every time I see this ad, I want to run and buy Mr. Clean. And, I tell my female students every year that when they get older, they are going to LOVE a man who can clean a house!!!! Additionally, this was an incredibly smart move by P&G to put this ad in the Super Bowl. This is due to the fact that the “current and future market power of women – as a whole and by segments – is undeniable and truly cannot be ignored by marketers, especially the NFL.” Today, women influence more than 80% of all consumer spending; 89% of the financial decisions are made by women; and globally, women control more than $20 trillion in worldwide spending. In addition, nearly 24.3 million African American women are brand loyalists and cultural trendsetters who have influence over the $1.2 trillion in Black spending power. And, Forbes reported in 2018 that “women constituted about 49 % of the 108 million-plus people who watched” that year’s Super Bowl – and they paid closer attention to the ads!
Sept. 25 is National Daughters Day, celebrating adult daughters often overlooked for their role in relationship with parents National Daughters Day is Sept. 25, an oft-overlooked holiday that has been around since 1932. But much like the holiday, adult daughters are often unnoticed for the important role they play in the lives of their parents. Allison M. Alford, Ph.D., clinical associate professor of business communication at Baylor University and co-host of the weekly podcast, “Hello Mother, Hello Daughter,” researches adult daughters and their “invisible labor” in maintaining the unity of a family. Adult daughters find themselves providing support, nurturing and much more in a socially and communicatively constructed, shaped and molded role that includes navigating, responding to and negotiating cultural and familial discourses. These behaviors occur throughout a daughter’s life and represent significant resources funneled toward her parents to maintain and nurture a relationship. Alford’s research on “daughtering” – the active way that daughters relate to and care for parents – is how she describes the work and effort that daughters provide their parents. “It’s that purposeful work that helps relationships flourish but often goes uncredited as work, even by daughters themselves, in part because the efforts are wrapped in misleading language and society hasn’t adopted a lexicon specifically for daughtering,” said Alford, who edited the book, “Constructing Motherhood and Daughterhood Across the Lifespan,” with research partner Michelle Miller-Day, Ph.D., of Chapman University in Orange County, California. Daughtering involves such “invisible labor” as planning and organizing family events, resolving conflicts, acting as a buffer with other family members, preparing for the future and more—with the intent of supporting important family relationships, Alford said. With dashes of “mental load” and “adulting,” thrown in the mix, adult children are engaging in effortful and intense relationship-building, from which they usually benefit in the form of familial support and love. Embracing National Daughters Day In recent years, social media has embraced National Daughters Day with parents posting loving tributes and sharing stories about their daughters, recognition that Alford encourages. “Adult daughters put a lot of effort into their families and recognizing their hard work with praise and affirmation shows that what they do matters. Every daughter would love to hear compliments on her daughtering,” Alford said, recommending that parents take time on Sept. 25 to acknowledge and thank their adult daughters for the care and time they give to the family. A few simple ways parents can acknowledge adult daughters: Call your daughter on the phone and tell her how much her efforts have meant to you, Create a social media tribute and share a picture of yourselves together over the years, Order takeout delivered to her house for dinner, or Call the grandkids and tell them a sweet story about their mom. Also on Sept. 25, Alford and Miller-Day will launch Season 2 of their weekly podcast, “Hello Mother, Hello Daughter,” which continues to explore what it means to be an adult daughter and how daughtering and mothering work together to create a harmonious family. This season, the hosts interview experts on adult mother-daughter relationship topics and share helpful resources that can enable positive family interactions. The podcast will be available everywhere you listen to podcasts. “Hello Mother, Hello Daughter” also is on social media on Instagram and Facebook.
A 'super' economic boost for the big game, courtesy of Taylor Swift
Could NFL executives have imagined a better scenario for this year’s Super Bowl? Only in their wildest dreams, according to UD sports marketing experts who study the big game every year. The league has a built-in audience draw and revenue generator named Taylor Swift, who will be in attendance Sunday to root on boyfriend Travis Kelce and his Kansas City Chiefs. The world’s biggest pop star can easily fill any blank space – and then some – caused by a lack of bad blood between the Chiefs and San Francisco 49ers or advertisements that don’t exude enough style. And the NFL didn’t have to spend a dime or lift a finger to make it happen. Timothy DeSchriver and John Allgood, who teach and study sports marketing at the University of Delaware’s Alfred Lerner College of Business and Economics, see a number of ways that Swift can move the needle economically for a league that seemingly needs no extra publicity. The female audience is already growing for the NFL, but Allgood said that Swift delivers “a fresher audience” as witnessed by record viewership for the Chiefs-Ravens AFC Championship Game. “There are people tuning in just to see her in a suite for five seconds,” Allgood said. Gamblers wagering on Taylor Swift “prop bets” will keep tuning in even if it’s a blowout, DeSchriver noted. DeSchriver pointed to new advertiser interest from makers of beauty products, potentially to reach the new audience. The NFL will get its cut from products as well, Allgood said, thanks to an NFL licensing deal with a clothing designer after Swift wore one of her puffer coats and the continued rise in sales of Kelce jerseys. DeSchriver and Allgood, who can also discuss ticket pricing in the playoffs, and are available for interviews. To set one up, visit DeSchriver's profile and click on the "contact" button.
It's happening ... and the NFL likely couldn't be happier now that the Kansas City Chiefs are returning to the SuperBowl. Ever since Taylor Swift made her first appearance back in September to cheer on her new beau Travis Kelce, the attention she has brought has had serious returns for the league in the form of new fans, surging ticket prices and record-breaking ratings on TV. In a recent interview with CNBC, Chiefs CEO Clark Hun indicated that 'Our female audience has grown leaps and bounds.' And a recent study from Apex Marketing Group says that Swift has generated brand value of $331.5 million for the Chiefs and the NFL. Goizueta professor of marketing Mike Lewis examined Swift’s fandom to uncover who considers themselves Swifties. He found her fandom is strongest in the younger generations but found 22% of Baby Boomers also claim to be fans. And while her fandom leans female, 29% of male respondents claimed they were fans. And, when he looked at the NFL, Lewis found an interesting link. “There is considerable overlap between football and Taylor Swift fandom. 38% of football fans consider themselves Swift fans compared to only 21% of football apathetics,” says Lewis. Professor Lewis’ full report also looks at the political leanings of Swift fans and their religious affiliations. Mike Lewis is a Professor of Marketing and the Faculty Director at the Emory Marketing Analytics Center. His work focuses on the intersection of sports analytics and sports marketing. He studies issues ranging from player performance analytics to brand equity in sports. This approach makes Professor Lewis a unique expert on fandom as his work addresses the complete process from success on the field to success at the box office. Mike is available to talk about the economic impact Taylor Swift is having on professional football - simply click on his icon now to arrange an interview today.
Questions are flying around about airplane safety
The Boeing Corporation is the recognized pioneer in aviation and aircraft manufacturing, but now significant quality control concerns are mounting in light of recent near disasters associated with Boeing's planes. David Primo, professor of political science and business administration at the University of Rochester, is available to tackle some of the regulatory, crisis management and reputational questions related to Boeing's recent safety problems, including: 1) This is just the latest in a string of black eyes for Boeing on safety. How badly will the company’s bottom line suffer as a result? 2) Has the company learned from how it handled the initial crisis with its MAX planes resulting from the fatal Lion Air and Ethiopian Airlines crashes? 3) What does the company need to do to prevent further damage to its reputation? 4) How will this change the nature of the relationship between Boeing and its main US regulator, the FAA?
Expert Help: Augusta University faculty offers financial advice for college students
The world of finances isn't always an easy one for students to navigate. Wendy Habegger, PhD, senior lecturer in the Hull College of Business, suggests several ways college students can improve their financial literacy, even after their collegiate career. Habegger said most don’t have a good grasp of what that is, despite being one of the most foundational building blocks to help students start off on the right foot. “They should know their credit scores just as quickly as their GPA and they should protect it just as vigorously,” Habegger said. She also suggests students have a credit card but with the caveat they use it wisely and be sure to pay their bills in a timely fashion. While they might like using cash, having a credit card will start to build a good credit history that they’ll likely need down the road. “The sooner they get started, the better they are of having good credit when they leave (college),” she added. When looking at their student loans, there are ways they can be better prepared when they start having to pay them back. During that deferral period, she suggests students really consider what a job may pay. Also, when selecting a payment plan for college loans, make sure it’s something they can make monthly payments on without any problems. She also said people need to think about public service jobs that may offer loan forgiveness or asking a potential employer about any loan forgiveness programs. “Some employers out there will offer some sort of that. The military is a good career and they are happy to be help pay off your student loans. Other businesses may offer that as well. It can be a good perk on both sides of the table, for the company and student looking for a first time job.” This is great advice and an important topic, so if you’re a reporter looking to know more, then let us help. Wendy Habegger is a respected finance expert available to offer advice on making the right money moves during volatile times. To arrange an interview, simply click on her icon now.
Aston University AI project aims to make international health data sharing easier
Project to improve sharing data while complying with general data protection regulation (GDPR) guidelines Aston Institute of Photonic Technologies awarded almost £300k to work on European-wide project Will develop secure data sharing system to allow access to large sets of multi-source health data via tailor-made AI tools. Aston University is to explore the use of AI to improve sharing health data internationally. Dr Sergei Sokolovski of the University’s Aston Institute of Photonic Technologies has been awarded €317,500 to work on a European-wide project. Called BETTER (Better real-world health data distributed analytics research platform) the spans16 academic, medical and industrial partners. Although data-driven medicine is currently used to improve diagnosis, treatment and medical research ethical, legal and privacy issues can prevent sharing and centralising data for analysis. The research at Aston University’s involvement in the BETTER project aims to overcome these challenges so health data can be shared across national borders while fully complying with the general data protection regulation (GDPR) guidelines. Dr Sergei Sokolovski will lead the development of a secure data sharing system which will allow access to large sets of multi-source health data via tailor-made AI tools. Scientists and healthcare professionals will be able to compare, integrate and analyse data securely at a lower cost than current methods to improve people’s health. The BETTER project will focus on three health conditions; childhood learning disabilities, inherited degenerative retina diseases and autism, involving seven medical centres across the European Union and beyond. Dr Sergei Sokolovski said: “Data protection regulations prohibit data centralisation for analysis purposes because of privacy risks like the accidental disclosure of personal data to third parties. “Therefore, to enable health data sharing across national borders and to fully comply with GDPR guidelines this project proposes a robust decentralised infrastructure which will empower researchers, innovators and healthcare professionals to exploit the full potential of larger sets of multi-source health data. “As healthcare continues to evolve in an increasingly data-driven world projects like BETTER offer promising solutions to the challenges of health data sharing, research collaboration, and ultimately, improving the well-being of citizens worldwide. “The collaboration between multiple stakeholders, including medical centres, researchers, and innovators, highlights the importance of interdisciplinary efforts in addressing these complex issues.” The research will last 42 months. ENDS Better Real-World Health-Data Distributed Analytics Research Platform, Grant agreement 101136262 https://www.better-health-project.eu/ Research Universities taking part are: Aston University, Klinikum der Universitaet zu Koeln, Universiteit Maastricht, Universitat Politecnica de Valencia, Universitetet i Tromsoe, About Aston University Founded in 1895 and a university since 1966, Aston University is a long-established university led by its three main beneficiary groups – students, business and the professions, and the West Midlands region and wider society. Located in Birmingham at the heart of a vibrant city, the campus houses all the University’s academic, social and accommodation facilities for our students. Professor Aleks Subic is the Vice-Chancellor & Chief Executive. In 2022 Aston University was ranked in the top 25 of the Guardian University Guide, based on measures including entry standards, student satisfaction, research quality and graduate prospects. The Aston Business School MBA programme was ranked in the top 100 in the world in the Economist MBA 2021 ranking. For media inquiries in relation to this release, contact Nicola Jones, Press and Communications Manager, on (+44) 7825 342091 or email: n.jones6@aston.ac.uk
Image shows how tiny water channels control how water enters and exits cells through their membranes The Aston Institute for Membrane Excellence (AIME) will be set up with a £10m grant from Research England AIME will be led by Professor Roslyn Bill from Biosciences and Professor Paul Topham from Chemical Engineering and Applied Chemistry The globally unique institute will use biomimetic polymer membranes for applications such as water purification and drug development Aston University will establish the Aston Institute for Membrane Excellence (AIME), a globally unique, cross-disciplinary institute to develop novel biomimetic membranes, after receiving a major grant of £10m from Research England. AIME will be led by Professor Roslyn Bill, from the School of Biosciences, with co-lead Professor Paul Topham from the department of Chemical Engineering and Applied Chemistry (CEAC). Membranes, both biological and synthetic, are hugely important in many sectors. For example, the world’s top ten selling human medicines all target proteins in biological membranes, while synthetic polymer membranes are used in the US$100bn/year water purification industry. The team behind AIME believes that the full potential of membranes will only be realised by an interdisciplinary group spanning biology, physics and chemistry that can investigate membranes holistically. Professor Bill, a European Research Council (ERC) Advanced grantee leads Aston Membrane Proteins and Lipids (AMPL) research centre of excellence that studies the structure and function of membrane proteins and associated lipids. Professor Topham leads Aston Polymer Research Group (APRG), which investigates the nanoscale behaviour of block copolymers (a type of polymer with a structure made of more than one type of polymer molecule) and polymer technologies for membranes. AMPL and APRG have already begun collaborative research and AIME will bring together the complementary expertise of both research clusters into one institute. AIME will initially comprise the eight researchers from AMPL and APRG. Alongside the co-leads Professor Bill and Professor Topham, will be Dr Alan Goddard, Professor Andrew Devitt, Professor Corinne Spickett, Dr Alice Rothnie, Dr Matt Derry and Dr Alfred Fernandez. It plans to recruit three further academics, six tenure-track research fellows, three postdoctoral research assistants (PDRAs), six PhD students, a research technician and a business development manager. Importantly, AIME will work with many existing Aston University colleagues to build a comprehensive research community focused on all aspects of membrane science. The new AIME team will focus on the development of bioinspired, highly selective polymer structures for applications in water purification and waste remediation, nanoparticles loaded with therapeutic molecules to treat disorders ranging from chronic wounds to neurological injuries, and the purification of individual membrane proteins with polymers to study them as drug targets. The vision is for AIME to become a ‘one-stop shop’ for interdisciplinary, translational membrane research through its facilities access and expertise, ideally located in the heart of the country. Professor Bill said: “The creation of AIME is ground-breaking. Together with Aston’s investment, E3 funding will deliver a step-change in scale and the rate at which we can grow capacity. We will address intractable scientific challenges in health, disease, and biotechnology, combining our world-class expertise in polymer chemistry and membrane biology to study membranes holistically. The excellence of our science, alongside recent growth in collaborative successes means we have a unique opportunity to deliver AIME’s ambitious and inclusive vision.” Professor Topham said: “We are really excited by this fantastic opportunity to work more closely with our expert colleagues in Biosciences to create advanced technology to address real world problems. From our side, we are interested in molecular engineering, where we control the molecular structure of new materials to manipulate their properties to do the things that we want! Moreover, we are passionate about a fully sustainable future for our planet, and this investment will enable us to develop technological solutions in a sustainable or ‘green’ way.” Professor Aleks Subic, Vice-Chancellor and Chief Executive of Aston University, says: “Our new Aston Institute for Membrane Excellence (AIME) will be a regional, national, and international research leader in membrane science, driving game-changing research and innovation that will produce a pipeline of high-quality research outcomes leading to socioeconomic impact, develop future global research leaders, create advanced tech spinout companies and high value-added jobs for Birmingham and the West Midlands region. Its establishment aligns perfectly with our 2030 strategy that positions Aston University as a leading university of science, technology and enterprise.” Steven Heales, Policy Manager (Innovation) at the West Midlands Combined Authority, said: “WMCA is delighted to see Research England back the Aston Institute for Membrane Excellence. This will enable Aston University’s excellent academics and research community to work closely with businesses to make advances in membrane technology and applications. “In 2023 the West Midlands Combined Authority agreed a Deeper Devolution Trailblazer Deal with Government, which included a new strategic innovation partnership with Government. Projects like AIME are exactly the kind of impact we expect this new partnership to generate, so watch this space.” Lisa Smith, chief executive of Midlands Mindforge, the patient capital investment company formed by eight Midlands research-intensive universities including Aston University, said: “This grant is an important vote of confidence in the Midlands scientific R&D ecosystem. AIME will play an important role in the future research of pioneering breakthroughs in membrane science and enable the world-leading research team at Aston University to develop solutions to real world problems. We look forward to closely working with the Institute and nurturing best-in-field research being undertaken at Aston out of the lab and into the wider society so it can make a positive impact”. Rob Valentine, regional director of Bruntwood SciTech, the UK’s leading developer of city-wide innovation ecosystems and specialist environments and a strategic partner in Birmingham Innovation Quarter, said: "As a proud supporter of the Aston Institute for Membrane Excellence (AIME), I am thrilled at the launch of this groundbreaking initiative. AIME exemplifies Aston University's commitment to advancing cutting-edge interdisciplinary research and further raises the profile of the region’s exemplary research capabilities and sector specialisms. AIME's vision of becoming a 'one-stop shop' for translational membrane research, strategically located at the heart of the country, aligns perfectly with our strategy at Bruntwood SciTech. We are committed to working with partners, including Aston University, to develop a globally significant innovation district at the heart of the UK where the brightest minds and most inspiring spaces will foster tomorrow’s innovation.” Membrane research at Aston University has also recently received two other grants. In November 2023, Professor Bill received £196,648 from the Biotechnology and Biological Sciences Research Council’s Pioneer Awards Scheme to understand how tiny membrane water channels in brain cells keep brains healthy. In December 2023, a team led by AIME team-member Dr Derry received £165,999 from the Engineering and Physical Sciences Research Council to develop biomimetic membranes for water purification. For more information about AIME, visit the webpage.
SME innovation through the lens of ancient myths - public lecture
Professor Nicholas Theodorakopoulos will explore the transformation in the perception of SMEs since the 1970s He will explain the significance of theory-driven design and delivery of interventions for building the capacity of SMEs to innovate The lecture will take place on Thursday 18 January 2024 at Aston Business School from 1800 hrs. Aston University entrepreneurship expert, Professor Nicholas Theodorakopoulos, will be giving his inaugural lecture at Aston Business School on Thursday 18 January 2024. In his talk SME Innovation, Theory-Driven Intervention, and Ancient Myths Professor Theodorakopoulos will explore the transformation in the perception of SMEs, from being viewed as an anachronism in the 1970s to becoming the driving engine of innovation and a prominent feature of public policy worldwide. Professor Theodorakopoulos will explore the significance of theory-driven design and delivery of interventions for building the capacity of SMEs to innovate and will explain that these are not just academic pursuits, but essential tools for developing replicable and impactful intervention programmes on a national and international scale. He will also present a compelling example of a successful intervention that he has run with colleagues for almost a decade in the West Midlands region. Professor Theodorakopoulos said: “The paradigm shift in SME perception necessitates a robust approach to fostering effective SME development ecosystems, not least through Research and Innovation policies. “A critical component of this policy domain lies in strengthening collaboration and knowledge exchange between universities and SMEs, often achieved through targeted interventions. “I look forward to drawing upon an ancient myth as a metaphor for the significance of knowing not just ‘what works’, but also ‘how it works’, in university-SME interventions.” The lecture is open to the public and free to attend in person or online. The in person event will be followed by a drinks reception. To book your place, click here.
#Expert Insight: Here’s what can happen when dollar stores move in
Dollar stores - they're everywhere and on of America's fastest growing retail options. From the outside looking in, the idea of dollar stores seem like a win/win all around -- cheaper food, cheaper toys, and just about cheaper everything on offer to consumers looking to save money. However, recent research by UConn Professor Rigoberto Lopez might be pulling back the curtain on the bad deal these new outlets are selling to consumers and communities. Dollar stores have proliferated in recent years, and a study by a University of Connecticut economist has found that they contribute to less healthful food choices in the neighborhoods where they open. That’s because independent grocery stores tend to close in the same areas where the dollar stores open, according to professor Rigoberto Lopez, whose research focuses on agricultural economics. “The dollar store expanding is the fastest-growing retail format, and we also have seen a lot of family, independently owned grocery stores going out of business,” Lopez said. “So we try to link the two and to find not just a statistical correlation, but also we find that indeed when the dollar store comes to the neighborhood these stores tend to go out of business as well.” The low-priced dollar store — primarily Dollar General, Family Dollar and its subsidiary, Dollar Tree — “is the most successful type of format that is proliferating all across the United States, especially in rural areas and food deserts, which are the more underserved areas,” Lopez said. According to the study, published in Applied Economic Perspectives and Policy, there were 35,000 dollar stores in the United States in 2019 and they were “among the few food retailers” that grew in revenue after the Great Recession of 2008-10, outperforming big box discounters and retail clubs. Between 2000 and 2019, dollar stores opening in a neighborhood resulted in a 5.7% drop in independent grocery store sales, a 3.7% decrease in employment and a 2.3% increase in the likelihood of the grocery stores closing, according to the research. The effects are three times more likely in rural than urban areas, the study found. The dollar stores tend not to offer fresh produce and meats, with foodstuffs being limited to canned and boxed goods. “In general they provide an unhealthier food assortment … and less services,” Lopez said. “They don’t have bakery, butchers, they don’t have a lot of these.” The article also discusses not just the economic aspects, but public health implications as well. Lopez said the dollar stores’ business model is “low prices, low cost, low quality. … But a lot of the food that they sell is not healthy. It’s processed foods that they can store. Keeping fresh food and vegetables costs money.” Dollar stores are not necessarily a negative, if there was not a grocery store in the area before, Lopez said. “Public health advocates, they’re against dollar stores, but a lot of people that visit the dollar store, they prefer to have a dollar store than not to have anything at all in some areas. … But in general … we find if they are driving some of the local businesses out, then that is the negative trend.” Food insecurity and the changing landscape of grocery stores are important topics, and if you have questions or are looking to cover, then let us help. Rigoberto Lopez is the DelFavero Professor of Agricultural Economics at the University of Connecticut's College of Agriculture, Health and Natural Resources Department of Agricultural and Resource Economics. He is an expert in food systems, marketing, industrial organization, and public policy. Simply click on his icon now to arrange a time to talk today.
