2. The growth of the identity economy
Household spend: £100bn growth, 80% by identity categories

3. The missed opportunity
Growth in consumer vs ad spend since 2015 (by largest ad category)
[Source: Enders Analysis, ONS, Nielsen]

4. Identity advertising conceptual model
Consumer spend related to identity
Status symbols
Passions
Shared interests
Fashion
Lifestyle
Travel
Sport & wellbeing
Home
Dining & entertainment
Gadgets
Charities
Culturally relevant media
High-engagement YouTube channels
Magazines targeted at passions & groups
Identity-relevant TV, radio, podcasts
Online community sites & pages
Emotionally relevant marketing to groups
Contextual advertising
Sponsorship
Identity-targeted creative

5. Identity media

6. In advertising identity is more than ID