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15 Cards in this Set
- Front
- Back
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"The Roadmap to the New America" |
Source: The Futures Company (3 pgs) Premise: Over 40% of U.S. Millennials are multicultural. More than 50% of babies born in the US are multicultural. 1 in 6 marriages are multicultural. $3 Trillion buying power; Multicultural consumers are more optimistic, have greater resilience, & stronger brand loyalty than non-hispanic whites. As cultural trend setters, early adopters, & taste-makers, multicultural consumers wield tremendous influence over the marketplace. Multicultural attitudes, values, & lifestyles control American trends. |
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multicultural marketing |
targeted marketing efforts o specific, clearly defined ethnic groups. |
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Total Market Approach |
one marketing program designed to reach all consumers, across general & ethnic markets |
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cross-cultural marketing |
one marketing program that leverages ethnic markets to reach across ethnic & general markets |
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"Consumer Trends 2015" |
Source: Mintel (36 pgs) |
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pastiche consumer |
(Emerged in Mid-2000's) Someone who is fragmented in their purchase behavior. They are inconsistent in purchase behavior from one day to the next or even one minute to the next (Younger consumers). |
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recession consumer |
Shoppers were very frugal and did not purchase luxary items (2008). |
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post-recession consumer |
"eyes wide open, wallet half shut". Consumers have discovered that some private label items are similar to or just as good as national labels, however they have learned that some are not. |
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no-or-slow growth economy |
The current market |
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"The Future Shopper" |
Source: The Futures Company (25 pgs)
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digital natives |
grew up in a world of screens & digital devices, with the web & some connectivity and expects to use all of them. Born in the age of the PC & raised in the era of the internet. They have integrated technology into their shopping habits and as a result, move fluidly b/w in-store and online, based on price, convenience, quality, brand, and personal fit. Mobile is a tool for comparison, discovery, and increasingly transactions. |
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digital dependents |
younger than natives; born since the web was invented, see technology as integral to all of their interactions. They have grown up surrounded by tech and become frustrated if they don't have access to it, whether in a retail setting or elsewhere. Mobile is their default platform and they won'r trade off convenience or control for savings. |
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digital immigrants |
tend to be older; started work in a world in which the desktop computers (or even type writers) were still the most widespread piece of office technology. They have had to learn (or re-learn) how to function in a digital world. |
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"The Future of Payments & Currency" |
Source: JWT (J. Walter Thompson) (pgs 3-22) |
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"Three Retail Trends You Can't Ignore, On Display Not At New York's Story" |
Source: Forbes Story's 3 innovations: (1) Build the experience around something bigger than the product (2) Collaborate with brands (3) Find new ways to create and measure value |
