We’re tracking the most important marketing and advertising news from major publishers. Here’s what we’re reading this week.

Consumers Age 65 And Older Are Attracted To Non-Brand Terms

MediaPost

Seniors are showing more activity online due to COVID-19. According to Microsoft’s analysis of online behavior of consumers 65 years and older in Australia, the growth rate of generic, non-branded searches among this demo surpasses other age groups.

Why it matters: Marketers should take note of Microsoft’s latest report on the online behavior of consumers 65 years plus to reach this demographic, noting the differences between brand and non-branded searches.

Wall Street Analysts Looked At Early Data On Instagram Reels To Estimate Its Potential To Drive Ad Revenue. Here Are 5 Key Takeaways From Their Report.

Business Insider

Jefferies analysts estimated that Instagram’s TikTok-like feature, Reels, could add $2.5 billion in yearly incremental ad revenue for Facebook by 2022.

Why it matters: Key takeaways from Instagram’s market analysis indicate that users are adopting the feature within Instagram and using it daily. Also, if Instagram Stories is any bellwether, Reels could be on target to match the success of Stories, the latter being the “largest driver of ad impression growth” for the platform.

How To Foster Psychological Safety In Virtual Meetings

Harvard Business Review

HBR articulates some helpful platform features to encourage feelings of psychological security among virtual meeting attendees. 

Why it matters: With virtual meetings, barriers with detecting non-verbal agreement and cues can lead to feelings of being unheard. Creating breakout rooms and using platform-specific tools like hand-raises can, according to HBR, have a positive impact on “psychological safety—people feeling they can raise questions, concerns, and ideas without fear of personal repercussion.”

Report: Nike Shutting Down 9 Wholesale Accounts In Shift To DTC

Retail Dive

Nike is taking a hard look at its wholesale accounts and prioritizing its own direct-to-consumer channels as the retailer evaluates its existing partnerships.

Why it matters: According to a Nike spokesperson quoted by Retail Dive, “As part of our recently announced Consumer Direct Acceleration strategy, we are doubling down on our approach with Nike Digital and our owned stores, as well as a smaller number of strategic partners who share our vision to create a consistent, connected and modern shopping experience.”