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These trends reflect deep-rooted changes in consumer perception and behavior. They are influenced by the economy, the news of the day, technology, community and concern for the environment. They range from the deep longing for transparency to the hunger for self-sufficiency and more. As marketers, understanding the role these trends play in influencing consumer behavior is critical to finding ways to help your brand grow.
Citation preview
Seven Consumer Trends to Ignore If You Want to Be Ignored.
an integrated brand development and marketing firm
IT TAKES MORE THAN A GOOD PRODUCT TO INSPIRE BRAND DEVOTION.
IT TAKES MORE THAN A GOOD PRODUCT TO INSPIRE BRAND DEVOTION.
You must also understand your consumers’ state of mind
You must also understand your consumers’ state of mind
That state of mind is influenced by the world that surrounds them
You must also understand your consumers’ state of mind
That state of mind is influenced by the world that surrounds them
And reveals itself in the shape of trends
NOT JUST APPARENT, TRANSPARENT
TREND
NOT JUST APPARENT, TRANSPARENT.
TREND
Folks are angry
NOT JUST APPARENT, TRANSPARENT.
Folks are angry and highly distrustful
NOT JUST APPARENT, TRANSPARENT.
Folks are angry and highly distrustful of big business and government
NOT JUST APPARENT, TRANSPARENT.
A majority of Americans gave corporate America grades of
NOT JUST APPARENT, TRANSPARENT.
A majority of Americans gave corporate America grades of
D
NOT JUST APPARENT, TRANSPARENT.
A majority of Americans gave corporate America grades of
D or F for honesty and ethics
NOT JUST APPARENT, TRANSPARENT.
NOT JUST APPARENT, TRANSPARENT.
Only 3
NOT JUST APPARENT, TRANSPARENT.
Only 3 in 10 Americans
Only 3 in 10 Americans
think the “public good” is a strong factor in the choices of corporate leaders
“Business Ethics in a Time of Economic Crisis,” Knights of Columbus/Marist College Institute for Public Opinion Research, February 2009.
NOT JUST APPARENT, TRANSPARENT.
IMPLICATIONS }
NOT JUST APPARENT, TRANSPARENT.
Consumers demand transparency
IMPLICATIONS }
NOT JUST APPARENT, TRANSPARENT.
Consumers demand transparency Acknowledge consumer complaints
and resolutions
IMPLICATIONS }
NOT JUST APPARENT, TRANSPARENT.
Consumers demand transparency Acknowledge consumer complaints
and resolutions Proactive customer service is more
vital than ever
IMPLICATIONS }
NOT JUST APPARENT, TRANSPARENT.
Consumers demand transparency Acknowledge consumer complaints
and resolutions Proactive customer service is more
vital than ever If you make a mistake, be the first to
fess up
IMPLICATIONS }
NOT JUST APPARENT, TRANSPARENT.
ONE COMPANY’S ANSWER: The Footprint Chronicles, a Patagonia
microsite, tracks the environmental impact of 10 products, including CO2 emissions and waste, and how Patagonia actively offsets them.
No. 2WE’RE ALL IN THIS TOGETHER
TREND
No. 2WE’RE ALL IN THIS TOGETHER.
TREND
Consumers are refocusing on what is really important to them:
WE’RE ALL IN THIS TOGETHER.
Consumers are refocusing on what is really important to them: family and friends,
WE’RE ALL IN THIS TOGETHER.
Consumers are refocusing on what is really important to them: family and friends, their community,
WE’RE ALL IN THIS TOGETHER.
Consumers are refocusing on what is really important to them: family and friends, their community, and the greater good
WE’RE ALL IN THIS TOGETHER.
A New York Times/CBS News poll recently found Americans are spending more time with family and friends,
WE’RE ALL IN THIS TOGETHER.
A New York Times/CBS News poll recently found Americans are spending more time with family and friends,
WE’RE ALL IN THIS TOGETHER.
and nearly half of Americans
A New York Times/CBS News poll recently found Americans are spending more time with family and friends,
were spending less time buying nonessentials and less money in stores and online
WE’RE ALL IN THIS TOGETHER.
and nearly half of Americans
“In Recession, Americans Doing More, Buying Less,” The New York Times, 1.03.10.
The NeighborGoods program helps consumers save money by sharing tools they use only occasionally with neighbors and friends
WE’RE ALL IN THIS TOGETHER.
IMPLICATIONS }
WE’RE ALL IN THIS TOGETHER.
Consumers are seeking simpler pleasures, memorable experiences and stronger relationships
IMPLICATIONS }
WE’RE ALL IN THIS TOGETHER.
Consumers are seeking simpler pleasures, memorable experiences and stronger relationships
Build a community around your brand via social networks
IMPLICATIONS }
WE’RE ALL IN THIS TOGETHER.
Consumers are seeking simpler pleasures, memorable experiences and stronger relationships
Build a community around your brand via social networks
Show how your brand fosters relationships
IMPLICATIONS }
WE’RE ALL IN THIS TOGETHER.
No. 3VAL -
TREND
No. 3VAL-YOU. -
TREND
Consumers are becoming more self-reliant and self-sufficient
VAL-YOU.
Consumers are becoming more self-reliant and self-sufficient
They enjoy the satisfaction of learning new skills
VAL-YOU.
Consumers are becoming more self-reliant and self-sufficient
They enjoy the satisfaction of learning new skills
And take pride in providing well for loved ones
VAL-YOU.
Hobbies such as crafting are on the rise
VAL-YOU.
Hobbies such as crafting are on the rise
History has shown that poor economic times have people staying home and doing DIY projects
“
VAL-YOU.
” – Knitting entrepreneur Becca Smith
The maker of Ball canning jars reported sales were up about 50% in 2008,
VAL-YOU.
The maker of Ball canning jars reported sales were up about 50% in 2008, a trend that has continued in 2009 “Preserving Time in a Bottle (or Jar),” The New York Times, 5.27.09.
VAL-YOU.
IMPLICATIONS }
VAL-YOU.
Consumers are looking for partners to give them the tools, materials and inspiration to make things
IMPLICATIONS }
VAL-YOU.
Consumers are looking for partners to give them the tools, materials and inspiration to make things
Opportunity abounds for brands that encourage learning and foster self-sufficiency
IMPLICATIONS }
VAL-YOU.
Consumers are looking for partners to give them the tools, materials and inspiration to make things
Opportunity abounds for brands that encourage learning and foster self-sufficiency
Even consumers who don’t have skill or time appreciate the ability to customize products
IMPLICATIONS }
VAL-YOU.
PROVIDING VAL-YOU Patrons who order a whole roasted
chicken at L.A. restaurant Comme Ça go home with leftovers and everything else they need to make stock.
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
TREND
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
valueTREND
Consumption is a hard tendency to break
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
value
Consumption is a hard tendency to break
After cutting back sharply in 2008 and 2009,
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
value
Consumption is a hard tendency to break
After cutting back sharply in 2008 and 2009, consumers long to free up the reins a bit
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
value
The money’s there.
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
The money’s there. Savings rates have risen from
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
1% January 2008
The money’s there. Savings rates have risen from
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
1% 5% to January 2008 December 2009
The money’s there. Savings rates have risen from
Consumers are itching to spend
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
1% 5% to January 2008 December 2009
The money’s there. Savings rates have risen from
Consumers are itching to spend The National Retail Federation
anticipates a 2.5% bump in 2010 retail sales
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
1% 5% to January 2008 December 2009
“Tech Upcycling”
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
helloagain
“Tech Upcycling” means giving consumers the option to upgrade devices they already own
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
“Tech Upcycling” means giving consumers the option to upgrade devices they already own
Sony’s PS3 game system will soon offer free upgrades to accommodate 3-D games
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
helloagain
IMPLICATIONS }
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
Up your value to encourage consumers to open their wallets
IMPLICATIONS }
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
Up your value to encourage consumers to open their wallets
When you force consumers to buy new every year or two, you incent them to find less costly alternatives
IMPLICATIONS }
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
Up your value to encourage consumers to open their wallets
When you force consumers to buy new every year or two, you incent them to find less costly alternatives
Value is in the eyes of the beholder
IMPLICATIONS }
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
Up your value to encourage consumers to open their wallets
When you force consumers to buy new every year or two, you incent them to find less costly alternatives
Value is in the eyes of the beholder Consider durability, sustainability and
tastiness as dimensions of value
IMPLICATIONS }
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.
MORE HANDS ON THE WHEEL.
TREND
MORE HANDS ON THE WHEEL.
TREND
MORE HANDS ON THE WHEEL.
With consumer devotion come natural feelings of ownership and power
MORE HANDS ON THE WHEEL.
With consumer devotion come natural feelings of ownership and power
Consumers express views about “their brands” more often and effectively than ever before
When Tropicana removed its iconic orange and straw during a package redesign, loyal purchasers raised an uproar
MORE HANDS ON THE WHEEL.
When Tropicana removed its iconic orange and straw during a package redesign, loyal purchasers raised an uproar
A month later the original design was back in place
MORE HANDS ON THE WHEEL.
Backlash against companies can be quick and sharp
MORE HANDS ON THE WHEEL.
Backlash against companies can be quick and sharp
When word leaked that some H&M and Wal-Mart stores destroyed unsold clothes instead of donating them,
MORE HANDS ON THE WHEEL.
Backlash against companies can be quick and sharp
When word leaked that some H&M and Wal-Mart stores destroyed unsold clothes instead of donating them, a swift public outcry slammed the brakes on the practice
MORE HANDS ON THE WHEEL.
IMPLICATIONS }
MORE HANDS ON THE WHEEL.
If you want consumer devotion you need to give up some control
IMPLICATIONS }
MORE HANDS ON THE WHEEL.
If you want consumer devotion you need to give up some control
Relaxing your grip builds credibility and gives you additional brand insight
IMPLICATIONS }
MORE HANDS ON THE WHEEL.
If you want consumer devotion you need to give up some control
Relaxing your grip builds credibility and gives you additional brand insight
Solicit input from your top customers, and then let others know what they said
IMPLICATIONS }
MORE HANDS ON THE WHEEL.
If you want consumer devotion you need to give up some control
Relaxing your grip builds credibility and gives you additional brand insight
Solicit input from your top customers, and then let others know what they said
Consumers are talking about you, make sure you join the conversation
IMPLICATIONS }
MORE HANDS ON THE WHEEL.
ENVIRO
TREND
ENVIROMINDFUL.
TREND
ENVIROMINDFUL.
Consumers are increasingly aware of the impact of consumption
ENVIROMINDFUL.
Consumers are increasingly aware of the impact of consumption
As eco-friendliness becomes mainstream,
ENVIROMINDFUL.
Consumers are increasingly aware of the impact of consumption
As eco-friendliness becomes mainstream, almost everyone is taking at least a small step toward environmentalism
A recent poll found that
ENVIROMINDFUL.
A recent poll found that
of those surveyed 60%
ENVIROMINDFUL.
A recent poll found that
of those surveyed
felt either a “great deal” or “a lot” of personal responsibility to protect the environment
“Americans’ Attitudes Toward Environment Not Reflected in Actions,” Christian Science Monitor, 12.08.09.
60%
ENVIROMINDFUL.
Starbucks’ Coffee Cup Challenge winner, Karma Cup, created a program to incentivize customers to use reusable mugs
ENVIROMINDFUL.
Starbucks’ Coffee Cup Challenge winner, Karma Cup, created a program to incentivize customers to use reusable mugs
Chalkboards at registers count how many customers bring in reusable mugs
ENVIROMINDFUL.
Starbucks’ Coffee Cup Challenge winner, Karma Cup, created a program to incentivize customers to use reusable mugs
Chalkboards at registers count how many customers bring in reusable mugs
Every 10th customer with a reusable cup wins a free drink.
ENVIROMINDFUL.
IMPLICATIONS }
ENVIROMINDFUL.
Think more broadly about long-term environmental cost versus short-term financial costs
IMPLICATIONS }
ENVIROMINDFUL.
Think more broadly about long-term environmental cost versus short-term financial costs
If your brand has a strong story to tell, tell it—it earns you credibility
IMPLICATIONS }
ENVIROMINDFUL.
Think more broadly about long-term environmental cost versus short-term financial costs
If your brand has a strong story to tell, tell it—it earns you credibility
Changes that are easy and relatively inexpensive, like reusable shopping bags, can catch on and spread quickly
IMPLICATIONS }
ENVIROMINDFUL.
I WANT WHAT I WANT WHEN I WANT IT
TREND
I WANT WHAT I WANT WHEN I WANT IT.
TREND
I WANT WHAT I WANT WHEN I WANT IT.
Technology has made instant gratification commonplace,
I WANT WHAT I WANT WHEN I WANT IT.
Technology has made instant gratification commonplace, and consumers expect it in virtually all aspects of their lives
More than
I WANT WHAT I WANT WHEN I WANT IT.
30%
More than
I WANT WHAT I WANT WHEN I WANT IT.
30% of the people who
visit a business for service expect instant attention
More than
I WANT WHAT I WANT WHEN I WANT IT.
30% of the people who
visit a business for service expect instant attention—even if they don’t have an appointment
I WANT WHAT I WANT WHEN I WANT IT.
23% of shoppers in May 2009 preferred to spend more money if it saved them time
23% of shoppers in May 2009 preferred to spend more money if it saved them time
That jumped 5 points in June
I WANT WHAT I WANT WHEN I WANT IT.
IMPLICATIONS }
I WANT WHAT I WANT WHEN I WANT IT.
Provide some form of instant gratification whenever possible
IMPLICATIONS }
I WANT WHAT I WANT WHEN I WANT IT.
Provide some form of instant gratification whenever possible
If what you market can’t be delivered instantly, use social media to provide instant information or acknowledgment
IMPLICATIONS }
I WANT WHAT I WANT WHEN I WANT IT.
Provide some form of instant gratification whenever possible
If what you market can’t be delivered instantly, use social media to provide instant information or acknowledgment
Examine all touchpoints to eliminate time barriers to transactions
IMPLICATIONS }
I WANT WHAT I WANT WHEN I WANT IT.
Marketing is about building a relationship between brands and consumers
IN SHORT
Marketing is about building a relationship between brands and consumers
It’s about listening to what’s important to your target customers, understanding their needs and values and making an emotional connection
IN SHORT
Marketing is about building a relationship between brands and consumers
It’s about listening to what’s important to your target customers, understanding their needs and values and making an emotional connection
By understanding and listening to how consumers live, brands can inspire devotion
IN SHORT
(608) 256-6357 hiebing.com
One Brand-Devotion Inspiring Call to Make If You Want Your Brand to Be Recognized.