Fear and Consumer Behavior

Fear and Consumer Behavior

Fear and Consumer Behavior

Marketing to generational wants and needs is an ever-changing process, with trends emerging around every corner. Regardless of age, technology is no longer thought of as being a separate part of life—it IS life, so brands need to offer experiences that are The consumer space is shifting, and it’s happening faster than ever—especially in the face of recent events surrounding the novel coronavirus. It seems the only thing we can count on is constant change, whether there is a global pandemic or not. In this fast-paced world, brands need to stay in tune with more than just attitudes, values, and hopes of target audiences—they now need to focus on fears. Fear is such a powerful driver of consumer behavior that we need to fully understand it in order to meet the needs that arise from it. So far we’ve seen some major themes taking over in the new decade—and in recent weeks—and some key questions that brands must ask themselves as they explore these consumer fears.

Global Epidemics

Pandemics are as old as time itself, but in today’s age of information overload and world travel, fear of a global health outbreak, such as COVID-19, takes on a new urgency. People will look to—and demand—technological innovation in the healthcare and travel industries to protect them and keep them safe. And this even touches high fashion, with face masks becoming part of the recent Paris Fashion show. This demand for innovation for better personal health and protection spans from the world at large to inside the individual household. Even if a brand isn’t involved in healthcare or travel, brands can still share their understanding and support of world events and global epidemics that may be striking fear in the hearts of their consumers.

Key Question for Brands: How are you keeping on top of world events that may be affecting your consumers? How are you staying relevant in the lives of your consumer?

Centennials or Generation Z (Born 2000-2012)

The ethnically and racially diverse Gen Z has grown up with social media and have never lived a minute without mobile devices and technological connectivity. Like their Gen X parents, they care deeply about social responsibility and how brands meet their commitments to doing good in the world. Also known as “digital natives”, they are completely comfortable with digital interfaces in physical storefronts
Brand Tip: Begin to develop the highly personalized and targeted experiences this generation expects.

Family Health

While we certainly want to keep our families safe from global epidemics, consumers are also looking for options to help assuage their day-to-day fears of bringing toxins or other harmful chemicals into their households. We’ve seen a rise in organic cleaning suppliesorganic mattress companies, no VOC interior paint options, packaging in glass or stainless steel instead of plastics, and so forth. These shifts are driven in part by consumer demands for healthy options and in part by rising sustainability concerns. 

Key Question for Brands: If you are producing products, are you being honest about what’s in them? How can you support and inform your consumer to make better choices?

Climate Change

The majority of U.S. adults feel that climate change is the most important issue in today’s world and have deep-seated fears about the future of the planet. This has a wide-reaching effect on how brands present not only their values and beliefs, but their products. We see more and more companies moving toward recyclable packaging, sustainable manufacturing and reducing use of plastics. Many consumers are demanding that brands lower their carbon footprint on all fronts in response to fear of environmental impacts, and our future.

Key Question for Brands: What is your brand’s impact on the environment? What is your footprint and how are you communicating it?

Polarization

Whether you believe in climate change or not, polarization itself is causing worry among consumers. From our government parties, to interest groups, many consumers are looking for ways to make their individual voices heard—and loudly—creating vastly different opinions on everything from the environment, to politics, to world issues. There is a fear that this polarization will lead to an inability of leaders to take action. Because of this fear of an inability to take action, consumers are looking to brands to amplify their individual power and are aligning with (and shopping) brands that share their personal philosophy. In a time when massive amounts of information are easy to come by, brands must have a clear mission in place, communicate it, and truly understand their target groups in order to drive messaging and garner alignment. 

Key Question for Brands: What is your philosophy and how can you better communicate it to your consumer?

Want to learn more about how consumer fear is impacting your business?
Reach out to us!

The Symbiotic Relationship Between Brands and Media

Check out our recent article on how brands can best capitalize on pop culture trends to stay relevant to consumers!
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Covid-19 Update

Covid-19 Update

As we’ve been watching the developments with COVID-19 around the world, we are thinking of those being most affected by the current health crisis. The disruption in all facets of life by this novel coronavirus is far-reaching and rapidly changing. We wanted to assure our clients and friends that, despite the disruption, we are still here for you, to brainstorm, to work or even just to chat. 

We’re open.
How fortunate we feel to be able to continue working at full capacity. Because we have always worked remotely, we have no trouble keeping our projects moving during shelter in place orders and travel bans. Our goal is to help you keep moving forward in the marketplace, and we will continue to support you to both start, maintain, field and complete any projects to meet your needs.

We’re virtual.
Following health directives from all levels, we are not traveling at this time. Luckily, we have a variety of different virtual tools in our toolbox that enable us to maintain the quality of our work and to get to the insights you need most. We can also set up virtual calls or meetings so we can still be face-to-face. In a time when we all might be feeling a bit isolated, we would love to connect and are here to help with whatever you need—from a call just to say hello, to a brainstorm on how to help your brand navigate what’s happening. 

We’re ready to help.
We are in an unprecedented time, but are working hard to keep abreast of relevant developments in culture, in the marketplace and in the industries of the brands and companies we serve. As of now, we are operating on all of our previously agreed upon schedules and, as things evolve, we will work together with you to optimize timing, planning and other aspects for any upcoming projects. 

To help mitigate the strain on those most affected, we are making contributions in our hometowns to benefit families in need at this time. Please consider visiting these resources and donating what you can: Feeding America and No Kid Hungry. To get the latest on the pandemic itself, the World Health Organization has the most up-to-date information, as well as the Center for Disease Control

Please take care of yourselves during this time and don’t hesitate to reach out if we can support you in any way.

All the best,
Kathryn + Linda

Innovation Matters: Five Kernels of Wisdom for Teams to Work Faster & Better

Innovation Matters: Five Kernels of Wisdom for Teams to Work Faster & Better

Study People. Examine Brands. Explore Culture.

Disruption is something we can count on, but are we able to innovate fast enough to keep up – or fast enough to future-proof against the inevitable disruption? The trick is in the teamwork, and building a team where nimble, creative functionality can thrive. Here are five things you can do to bolster your big ideas and ensure continual creativity in your organization:

Look at the Big Picture

If your innovation team is just playing defense and responding to disruption in the marketplace, you are operating in a reactive environment and lacking the space need for creative thought. By being proactive and providing the space for innovation, not only can you future-proof your brand or product – you could even surprise the marketplace by being the one to set the standard for what’s trending and what to anticipate. When innovation is given the space to transform, you can go beyond mere incremental response and move into a space of complete disruption.

Hire Innovators

What kind of people have the ability to zoom out, look at the big picture and apply creativity for trend- setting innovation? Passionate people with diverse viewpoints! When your team is comprised of individuals with a wide range of experience and multiple points of view – who are all deeply engaged with your company offerings – you create an environment ripe for innovation to flourish. Allow these passion-powered people to play a role in setting the pulse for your company. Give space to make this creativity part of the company culture. Make participation in constant innovation the norm, so you can keep a finger on the pulse – both current and future – of your key audiences and targets.

Create Innovation Structures

Structured innovation sounds counter-intuitive, but structure can help us measure against our goals. Having an innovation structure in place can also give teams the time and space they need to innovate and the information they need to change course if progress is lagging. One effective way to structure team innovation is through agile “work sprints”. Teams identify a problem to solve, break it down and assign responsibilities. They then set a very limited time frame to accomplish a specific goal. The team members then gather to present their solutions and share ideas. All stakeholders evaluate progress, suggest refinements and develop the next goal. Using a structured approach to innovation can drive creativity, ownership and boost innovation success rates.

Look at Leadership

Effective innovation leadership has the ability to unite multiple teams across diverse company departments. They create alignment in company vision, goals and responses to disruption across various groups – investment to R&D to marketing – so workflows can be streamlined and visions are paralleled. Hire and promote great innovation leaders that allow space for creativity — including mistakes, as this is sometimes the genesis of the most forward-thinking ideas.

Look at Individuals

Individuals need space to flourish, and they also need incentive and support to continue innovating. Because creativity can make people vulnerable, you must make your team members feel protected and supported. One great way to achieve this is with a “no idea is a bad idea” mindset. Structuring formal incentive programs also never hurts to motivate individuals. These incentives could be anything from new, exciting spaces to work, internal company awards, trips, etc. Any recognition for innovative thinking will be a good motivator to keep the ideas coming.

Check out our Field Guide to Innovative Thinkingto help your team crack the nut!

Case Study: Ice Cream Meets Art

How does one craft ice cream company stand out?
Download the case study to find out how we worked with a brand to relaunch and encourage consumers to #cravetheunexpected!

Marketing to the Generations: Answering Unique Wants and Needs

Marketing to the Generations: Answering Unique Wants and Needs

Study People. Examine Brands. Explore Culture.

Marketing to generational wants and needs is an ever-changing process, with trends emerging around every corner. Regardless of age, technology is no longer thought of as being a separate part of life—it IS life, so brands need to offer experiences that are seamlessly integrated between platforms, content and product offerings. How this is done varies across life stages, as attitudes towards retail vary. 

Generation Alpha (2012-now)

Probably the least talked about generation is comprised of those who aren’t “consuming” anything on their own quite yet, but we can be sure of one thing: they will. These young children, many just now entering school, are anticipated to be the most digitally immersed and the most wealthy of all the generations. Technology will be a way of life for them in a way that even Millennials and Gen Z won’t understand, and brands will need to adapt to both the spending power and the technologically driven mindset of those growing up in a fully “connected” world.
Brand Tip: Plan now for the spending power of this group as they approach more autonomy.

Centennials or Generation Z (Born 2000-2012)

The ethnically and racially diverse Gen Z has grown up with social media and have never lived a minute without mobile devices and technological connectivity. Like their Gen X parents, they care deeply about social responsibility and how brands meet their commitments to doing good in the world. Also known as “digital natives”, they are completely comfortable with digital interfaces in physical storefronts
Brand Tip: Begin to develop the highly personalized and targeted experiences this generation expects.

Millennials or Generation Y (Born 1980-1999)

Want to use emerging technologies to support and promote your brand? This approach will resonate with the millennial crowd. Their openness to technology—and lack of need for human interaction—is a trend that is driving change across the entire shopping landscape. Like no generation before them, the Millennials have overturned the way brands do business. And like predictions surrounding their Generation Alpha children, they will embrace new technology right as it emerges.
Brand Tip: Have your eye on the trends and future of tech at all times.

Generation X (Born 1965-1979)

There was a significant time in the lives of most Generation Xers when they weren’t bombarded with all things digital, but it’s been around long enough to be part of everyday activities for them. This means this powerful generation responds to both digital and traditional marketing. Currently at their maximum money-earning potential, this group exhibits an extremely high level of brand loyalty, while also valuing authentic interactions and looking for brands that can speak their language.
Brand Tip: Focus on uncovering what resonates and will resonate with this generation to maintain loyalty for the future.

Baby Boomers (Born 1946-1964)

Boomers are entering retirement age at a rapid rate, in fact, each day 10,000 Baby Boomers turn 65 in the United States alone. Their lifestyle and spending habits are changing so quickly that brands need to be nimble to keep up with this market segment. The industry must meet this large generation where they are headed in order to keep them spending. Marketing that addresses challenges like increased health concerns and fixed income requirements should be deftly balanced with the group’s overall desire to stay active and engaged. 
Brand Tip: Be nimble as you anticipate the needs of this generation, and changing spending habits.

Trends & Predictions for the Female Shopper

Trends & Predictions for the Female Shopper

Study People. Examine Brands. Explore Culture.

What women want matters to your brand, no matter the arena or category. Through our brand research work we’ve found this premise rings true, year after year, and 2019 is no different. Join us as we delve into the power of the female retail shopper, tracking trends and making predictions that matter for your business. Here is a quick look at some of the top areas we think will be influenced by your target audience in the coming year.

Impact of the Trust Economy

With so much mistrust in the world today (fake news!), consumers are demanding transparency. This means when they make a purchase, they want to understand where it came from and how it was made. We will continue to see this demand grow in 2019, especially among female shoppers who have been shown to value trustworthiness in brands. Their decision-making input is coming more and more from online reviews, social media, and online “experts” and advocates, as distrust of governmental, traditional and large corporate institutions grows. Some smart brands have embraced transparency, making sure they have publicity surrounding sourcing, manufacturing and all other details of getting their product ready to sale.

Emphasis on Social Responsibility

According to the 2018 Porter Novelli/Cone Purpose Premium Index, Americans prioritize companies that are responsible (86%), caring (85%), advocate for issues (81%), protect the environment (79%) and give back to important causes (73%). Companies trying to reach women, a population shown to have more affinity for social responsibility themes, will continue to align with initiatives that reflect women’s values and that positively impact their brand reputation.

Focus on Product Sustainability

In the face of increased global climate change, rising populations and dwindling resources, many shoppers are choosing social responsibility and are interested in buying products that show environmental commitment. It’s clear that brands are taking note of this trend with more and more business trying to attain B Corp designation and the rise in brands taking a stand for environmental causes (think Patagonia). A shift toward sustainability, and the marketing surrounding this shift, could be the key factor that lures a buyer into the realm of elusive brand loyalty.

Increased Demand for Personalization

Consumers expect their needs to be met instantly in highly relevant ways. Personalized experiences, both online and in store, will become more important. Studies continue to show that thoughtful personalization builds trust and loyalty among consumers. This can mean everything from pertinent products being offered based on specific, individual shopping behavior to a seamless payment and shipping experience.

Seeking the Human Connection

Many people, including women shoppers, are starting to see the price of digital connectivity: lack of human contact. With all the ways that technology connects us and makes the shopping experience more convenient, fast and efficient, many still seek meaningful human interaction on some level. Brands would do well to note this need and create ways to spark real conversation and connection that doesn’t rely solely on technology.