In identifying the top trends for 2009, it was obvious that Scrimp ‘n’ Save, our trend about economizing, would be featured on the list. Data from the GfK Roper Report® US study shows that 73% of Americans anticipate having to cut back on expenses in the next 6 months. However, the story is not just about going without. We have also identified three additional trends to focus on this year:
Home Is Where It’s At, a trend reflecting how consumers are staying in more
Moving to Fun, which captures how consumers are staying cheerful amidst the gloom and
Indulgence, which speaks to how consumers are rewarding themselves with the occasional treat.
The fifth – and in many ways most interesting trend – is a combination of our trends Green Awakening and Simplicity. That is the tendency towards more simple, ecologically sound lifestyles, partly due to economic necessity.
Beyond Scrimp 'N Save Top Five Consumer Trends for 2009
It’s (Not Just) the Economy!
In identifying the top trends for 2009, it was obvious that Scrimp ‘n’ Save, our trend about economizing, would be featured on the list. Data from the GfK Roper Report® US study shows that 73% of Americans anticipate having to cut back on expenses in the next 6 months. However, the story is not just about going without. We have also identified three additional trends to focus on this year:
Home Is Where It’s At, a trend reflecting how consumers are staying in more
Moving to Fun, which captures how consumers are staying cheerful amidst the gloom and
Indulgence, which speaks to how consumers are rewarding themselves with the occasional treat.
The fifth – and in many ways most interesting trend – is a combination of our trends Green Awakening and Simplicity. That is the tendency towards more simple, ecologically sound lifestyles, partly due to economic necessity.
Marketing Tip: When assessing the impact of the current economic climate on consumers, it is important to look beyond the doom and gloom of today’s strained economic circumstances. Consumers themselves don’t want to dwell on the negative, so trends such as home-based entertainment, small indulgences and the search for escapism all offer opportunities for marketers offering cost-effective solutions. ________________________________________________________________________________
Green and Simple
As mentioned above, one of the five trends we’ve identified as being of key importance for 2009 is the growing appeal of a simpler, pared-down lifestyle, not only for economic reasons, but also because of the environmental benefits to be had. GfK Roper Reports® Worldwide captures a growing environmental awareness among global consumers in recent years, with a rise of 8 percentage points since 2006 in the proportion who list environmental pollution as a top personal concern. We call this trend Green Awakening. At the same time, 26% say the personal value of Simplicity is a very important guiding principle in their lives.
Marketing Tip : There are many ways in which saving money and leading a green lifestyle can go hand-in-hand, and opportunities exist for products and services that can help consumers do both in a simple and measurable way. This issue is explored in much more detail in the GfK Roper Green Gauge® 2008 report. ________________________________________________________________________________
Marketing Manifestation: Reusable Paper
The trend towards Green and Simple lifestyles is best served by products and services that can be easily incorporated into consumers’ lives. A great example of this is the (as-yet experimental) reusable paper developed by the research arm of Xerox. Printed text fades within 24 hours, allowing the paper to be reused up to 100 times to offer a simple way of helping the planet that saves money too.
Location Wars:The secrets of country brand marketing www.themarketer.co.uk Forget postcard clichés, country brand marketing has become big business as nations battle it out for top billing on the world stage to attract business and tourism. Muireann Bolger looks at what makes a strong country brand and the winners and losers of 2011
’Tis the season to be frugal www.economist.com THANKSGIVING DAY, which this year falls on Thursday November 24th, is fast approaching and retailers in America are getting ready to lay out their wares in the hope that the annual stampede by shoppers wi
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Attention Marketers: AMA TV brings you another great episode of marketing news and insights. Hear about big brands, networking and customer loyalty! This week hear how Gap is going back to basics and expanding their international presence, just in time for the holidays-networking, GfK Custom Research's 3 keys to help ensure a successful customer loyalty program and more!
AMA TV: Gap Goes Back to Basics videos.marketingpower.com Attention Marketers: AMA TV brings you another great episode of marketing news and insights. Hear about big brands, networking and customer loyalty! This week hear how Gap is going back
Younger Automobile Buyers Not as Brand Loyal as Older Counterparts www.marketwire.com NEW YORK, NY--(Marketwire - Oct 26, 2011) - During the past decade, automobile manufacturers have experienced a steady decline in customer loyalty for specific brands. This change signals the need for a new approach to marketing automobiles in the future according to a new survey conducted by GfK Au...
Holiday 2011 Trend: More Gifts Under the Tree ... For Me - DailyFinance www.dailyfinance.com Recession-scarred shoppers are tired of cutting back, and they're ready to give in to their pent up spending impulses, experts say. So after a few years of austerity, this holiday season, many people are going to be splurging a bit more on presents for themselves.
