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Marketing in an Uncertain
American Climate
20 March 2012
Allyson Stewart-Allen Director
International Marketing Partners Ltd.
Grosvenor Gardens House
35/37 Grosvenor Gardens
London SW1W 0BS
Tel: +44 (0)20 7828 9400
© International Marketing Partners Ltd.
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Why Have You Invited Me?
Women leaders like you often find America, and
Americans, frustrating
Consultant, speaker, journalist, author, broadcaster
on the US business culture
– Working with Americans (Pearson)
– Marketing in the USA (UKTI)
London-based Californian since 1988
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Agenda
Factors driving the climate change
Reading the mood
Persistence of the Underlying Values
Upside of the Climate Change
Implications: Marketing and
Communications
Implications: Leadership
Factors Driving the Climate Change
Highest unemployment rate for at least 60 years
California highest in the US (12.4%)
“white collar recession”
Little job security, healthcare security
Frustration with politicians, economic revival
tactics (stimulus packages, “QE2”)
Devaluation of personal assets: pensions, property
Distrust of traditional institutions: religious,
corporate, government, academic
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www.despair.com
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Factors Driving the Climate Change
More information about the world and
the US role in it
– Business for Diplomatic Action
– China
– Oil dependence
– Proliferation of devices
• iPad, phones
– Proliferation of outlets
• TV, news aggregators/portals, social media
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“retirement” a lost dream
– Pension/savings erosions
Dubious business practices and fraud
– Madoff, BP
– “bankers bonuses”
– creative financial instruments • CDS, Coco’s (contingent convertible bonds)
Celebrities as trusted sources
– Oprah, Bono, George Clooney
Factors Driving the Climate Change
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Reading the Mood
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Reading the Mood
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Reading the Mood
Akio Toyoda, Toyota
Lloyd Blankfein, Goldman Sachs
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Persistence of the Underlying Values
Bigger is better
Diversity
Equality
Opportunity
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Win/win = economics of abundance
New is improved
Anything is possible
Information is free
– Americans speak in questions
Ready/fire/aim
the American way/insularity
Persistence of the Underlying Values
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Age and experience not seen to be correlated
Monochronic
Business to be done ethically
– Attitudes to bribery, corruption, fraud
– Banking, pharmaceuticals
Persistence of the Underlying Values
Upside of the Climate Change
It’s never been easier to start a business
“work/life” balance
Transparency means companies and practices are
outed
Multiple careers over the span of working life
– Continuous learning
Recognition of the power of networks
Companies pushed to up their game to win
business
– Customers more selective, more promiscuous
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Implications: Marketing and
Communications
Empathy
Seriousness
Sincerity
Genuineness
Diplomacy
Think longer-term
Fill the trust void
Reveal allowable flaws
Be “human”
Future orientation
Ignore the digerati at
your peril
Do right by the
customer
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Implications: Leadership
Deliver on your promises
Manage expectations intentionally
Be transparent
Communicate more often, diplomatically
– US business culture values extroversion
Help teams cope with stress
– Clinical depression
Keep people focused on the goals
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Comments? Questions?
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Marketing in an Uncertain
American Climate
20 March 2012
Allyson Stewart-Allen Director
International Marketing Partners Ltd.
Grosvenor Gardens House
35/37 Grosvenor Gardens
London SW1W 0BS
Tel: +44 (0)20 7828 9400
© International Marketing Partners Ltd.
