80 Marketing Trends found for Consumer Trends / Demographic

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The 'ShareEconomy': A Challenge to Tomorrow's Marketers

Bottom Line: The predominant theme at this month's annual CeBIT trade fair in Hanover was the coming global 'shareconomy' - a trend that could upend traditional marketing.

The term "shareconomy" refers to the accelerating trend among internet consumers to share not only digital data but also organise sharing paradigms for tangible products. The trend is most evident among young people who share knowledge, product and personal experiences and music. Additionally, the trend is fast extending to ...

[Estimated timeframe:Q1 2013 onward]

... cars, bikes and other appliances which can be hired online on an hourly basis. 

According to Frank Pörschmann, the head of CeBIT: "Knowledge is the only resource that multiplies when it is shared. That's the core of what we are seeing today on social networks - in the age of Twitter and Facebook people are sharing knowledge, contacts and experiences.

"And that - what I call 'facebookisation' - is also a growing trend in the economy. Through it, the availability of knowledge as a scarce resource is widened - that can help the economy develop faster and bring about innovation."

Mr Porschmann is not alone in his enthusiasm for the concept. Mobile operators also want to be the drivers and beneficiaries of the shareconomy.

Because of the steadily falling prices of internet flat rates, mobile networks are forced to investigate other areas able to generate revenues in the future. Vodafone Germany, for instance, feattured at its CeBIT stand a new idea for a carsharing model.

Explains Vodafone spokesperson Kuzey Esener: "Using your smartphone, you find a car, book it, and open it."

Vodafone is also trying to offer integrated solutions to the working world because jobs are becoming more mobile, Esener says: "The trend spans many sectors. We are also linking the health sector and many other industries, which we're thereby making more efficient."

[Editor's Note: CeBIT is a German language acronym for Centrum für Büroautomation, Informationstechnologie und Telekommunikation. Literally translated: 'Center for Office Automation, Information Technology and Telecommunication'.]

Read the original unabridged Deutsche Welle article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: DW.de
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6054

US Marketers Home-In on Senior Citizens, Next Stop Europe?

Bottom Line: Indicative of the growing worldwide importance to marketers of 'senior citizens', a so-called 'Experience Center' will open in 2013 catering exclusively for the 65+ demographic.

The venture, sited in Louisville, Kentucky, is backed by The International Center for Long Term Care Innovation [InnovateLTC], a self-styled "business accelerator aimed at helping to deliver innovative products and services for the globe's aging population. Backed by the city's efforts to exploit this growing and lucrative market, InnovateLTC plans  ... 

[Estimated timeframe: Q4 2012 onward]

... 18,000 square-foot facility, claimed to  be "an Epcot Center for aging" that would draw consumers and industry leaders from across the country. The goal is to create what essentially would be a mall for fashionable and functional senior products, from furniture to cosmetics.

The project will aso serve as a 'living laboratory' in whch startups and other companies can demonstrate and test new products with a specific set of consumers.

One section will include a model home, called an 'idea house,' that will enable entrepreneurs to test and collect data on products designed to allow seniors to stay in their homes longer.

For instance, the bathroom might include new robotic-tub technology that helps lift seniors out of the bath. Another section will be filled with "eldertainment," such as virtual-reality games that promote fitness, mobility or rehabilitation.

One of InnovateLTC's clients is a Dutch company called Vita Care, which is developing "therapeutic motion simulation" systems that use video and vibrating chairs to simulate activities such as motorcycle riding or jet skiing. 

Assuming success stateside, it's seems invitable that the InnovateLTC concept will extend to Western Europe and beyond.

According to the company's website, InnovateLTC claims to be "deeply entrenched in academic research and has connections to several of the nation’s top universities".

Read the original unabridged AdAge article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5993

US Government Predicts Surge in World's Middle Class by 2030

Bottom Line: A US government report predicts that majorities of people in most nations will achieve middle-class economic status by 2030. But there's also a downside!

A new report published by the US National Intelligence Council forsees a global population surge in middle class status within the next eighteen years. That's the upside. The concomitant downside is the likely upheaval in economic and political systems caused by a number of different factors, specificallly ...

[Estimated timeframe: Q4 2012 - 2030]

... the effects of climate change, an aging global population and anti-government movements in authoritarian nations such as China.

States the National Intelligence Council's 166-page report, Global Trends 2030: Alternative Worlds: "The context in which the US global power will operate will change dramatically,"

The USA is likely to remain "first among equals" among world powers because of the legacy of its leadership role and military power, the report concludes.

In gung-ho mode, the document continues: "No other global power or international order is likely to replace the United States' primacy, even though in terms of overall power — economic output, population, military spending and investment — Asia will surpass North America and Europe over the next two decades."

The report acknowledges that China will overtake the US as the world's largest economy as measured by national output.

It notes, however, that China's growing wealth may spark a popular yearning for multi-party democracy. But the report also warns that any challenge of China's communist leadership could lead to political turmoil, which in turn might upend the global economy.

However, in a 'best-case' scenario, the study suggests that China may undergo gradual political reform and work closely with the US to usher in a period of global political stability and economic growth.

The forward-looking study is published every four years. It analyzes key trends and projects, projecting their implications twenty years into the future.

Read the original unabridged LA Times article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: LATimes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5989

Brands Urged to Tailor Strategies to Coming Ethnic Upheaval

Bottom Line: A respected diversity marketng specialist has warned US brands to heed a significant statistical trend: that current double-digit growth of the USA's Latino and Asian populations means that non-Hispanic whites will become a minority by 2050.

If that’s news to marketers at this late date, it shouldn’t be, warns Tenisha Warner, a consultant who has advised major multinational brands -among them HennessyProcter & GambleKFC and Disney - on diversity oriented marketing campaigns. In her new book, Profit With Purpose, Warner argues that it’s time for a more sophisticated approach to the demographics of color. According to Ms Warner ...

[Estimated timeframe: Q4 2012 - 2050]

... “multicultural” marketing tends to be an afterthought.

In an interview with Adweek, Warner argues that until now marketers have taken a simple approach to the multi-cultural segment - like translation or featuring an African-American in a commercial. "But the diversity conversation is evolving, and it has to evolve so that marketers aren’t thinking about it from an obvious point of view."

Continues Warner: "Marketing has to evolve into a cultural competency. Brands have to ask themselves:

  • How do these consumers understand their cultural experience?
  • How do they live?
  • What do they value?

"The big thing is not looking at multicultural marketing as an add-on to the general strategy. It should be thought of within your general marketing."

She cites as an exemplar: "When Disney was thinking about how to drive meaningful engagement with multicultural audiences, they developed the Disney Dream Academy.

"It selects 100 multicultural students from across the US - students who’d probably fall through the cracks otherwise - and provided them with a three-day leadership program to help them align their goals and objectives with real-life experiences. For example, a student who wanted to be a designer got to work with Disney’s costume designers.

"That program was a perfect example of a brand that brings its purpose to life in a way that connects meaningfully with a multicultural audience."

[MT comment]: Although the markets addressed by Ms Warner have mainly been US-domestic, MarketingTomorrow.com points to comparable demographic trends elsewhere - which suggest that the US ethnic growth curve could well be replicated across Europe and Australasia.

Read the original unabridged Adweek article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5970

Over Half Brazil's Population Now Deemed 'Middle Class'

Bottom Line: More than half of Brazil’s 195 million population is now categorized as 'middle class' - a demographic that should have local and global marketers smacking their lips!

This delectable data emerges from a study, Voices of the Middle Class, conducted by the Brazilian government's Strategic Affairs Secretariat [SAE]. According to the minister responsible for the SAE, Moreira Franco, the growing middle class is crucial to boosting economic growth. The SAE defines those in the middle class as people who ...

[Estimated timeframe: Q4 2012 -2022]

... live in households with a per capita monthly income of between R$291 [US$145] and R$1019 [US$500] and have a low probability of becoming poor in the near future.

Over the past decade, 35 million people joined the official middle class in Brazil, which in 2002 represented 38% of the national population. Today, 104 million Brazilians, or 53% percent of the population, are thus categorised.

According to the SAE study, the expansion of this group resulted from countrywide economic growth and reduced inequality. If these trends are maintained, an estimated 57 percent of the population will be in the middle class by 2022.

Brazil has in the past suffered from high levels of income inequality – its executives boast the highest pay in the world – but successive governments have, over the past decade, sought to remedy this.

They did so via the Bolsa Família program, which provides direct financial support to Brazil’s poorest families in return for ensuring that their children are vaccinated and attend school.

Another key factor driving the prosperity graph upward was the boosting of Brazil's minimum wage, increased by around 60% over the 2002 - 2010 period. It  currently stands at R$622 per month.

Read the original unabridged article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: RioTimesOnline.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5941

UK Household Income Levels to Rise in 2013

Bottom Line: A new study predicts that UK households will see a rise in real income levels next year for the first time since the onset of the financial crisis in 2007.

According to the Centre for Economics and Business Research [CEBR], British household incomes are expected to rise by 0.5% in 2013, with due allowance made for inflation. But there's also a downside: households have struggled in recent years with low or no wage rises and relatively high inflation and, what's worse ...

[Estimated timeframe: Q2 2012 -2013]

... incomes are forecast to fall by an average 0.2% in 2012.

Many UK households have have been affected by wage freezes during the economic downturn, with inflation rising sharply between September 2009 and September 2011 to reach 5.2%, according to the Consumer Prices Index [CPI].

Apart from a small rise in the rate of inflation last month, the CPI has fallen steadily since then to 2.6%.

However, unemployment also rose sharply during the downturn, from 1.61 million in May 2008 to 2.59 million in July 2012.

The study predicts that real levels of income will start to pick up as inflation falls further, with middle and low-income families benefiting the most. Among the CEBR's other predictions:

  • Middle-income households would see incomes rise by 1% next year, with lower-income families seeing a rise of 1.5%.
  • The richest households would see incomes rise by 0.7%, the research estimated. This is because of a drop in top executives' pay and bonuses and the scaling back of some tax allowances.
  • Similar increases would be seen across the board in 2014 and 2015, it suggested.
  • Retail boost: The CEBR said improvements in real income levels would have a knock effect for struggling retailers. Over the next  twelve months, it predicted retail sales volumes will rise by 2.5%.
  • Says CEBR economist Daniel Solomon: "After four barren years, there is finally a glimmer of light at the end of the tunnel for retailers. Conditions will still be tough, just slightly easier than before."

Many retailers have struggled during the UK economic downturn. The economy is officially back in recession after contracting for the past three quarters.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5926

Asian Middle Class Consumers to Number 3.3 Billion by 2030

Bottom Line: By 2030 Asia, as a whole, is forecast to have 3.3 billion people in the middle class - nearly one billion of them in China.

According to Nielsen China, never before has a nation undergone such unprecedented economic growth. Nor has any other country developed as rapidly as China, where economic change has affected nearly every aspect of life. Moreover, it's a trend reflected across all Asian nations which by 2030 collectively will account for ...

[Estimated timeframe: Q3 2012 - 2030]

... 3.3 billion people in the middle class - nearly one billion of them Chinese citizens. 

This makes China a proving ground for global and local brands, opines Nielsen China's director of consumer research in an article written for China Daily.

Success stories of global brands adapting to the Chinese market, local brands rising to take the competitive edge or even some mid-tier brands successfully positioning themselves as premium are all around.

However, in the shadow of those successes are brands that fail due to the increasing competitiveness of the market. One of the key reasons for failure is that some brands simply do not understand what Chinese consumers really are and what they want, because the Chinese consumer has evolved.

Those living in the largest cities have become more sophisticated in their purchasing behavior, while a burgeoning middle class in the lower-tier cities are becoming "first-time" consumers, with incomes that enable them to make their lives more comfortable, buy homes and cars and discover new products.

It is time to meet the new Chinese consumer.

One of their vital characteristics is the evolving social breakdown of China's population. Chinese consumers are highly segmented, across different income levels and even city tiers.

Combined with China's economic resurgence and increasing disposable income, these different classes of consumers are moving into higher income brackets and are looking to affirm their new social status.

Read the original unabridged article here.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: ChinaDaily.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5903

Millennials' Brio for Booze to Set Alcohol Sales Soaring by 2018

Bottom Line: Millennials - consumers who reached young adulthood around the year 2000 - are already driving key trends in the US alcoholic beverages sector, and their influence will continue as all in this demographic cohort come of legal drinking age by 2018. It's a trend likely to be replicated across the developed world.

According to the latest Trends in Adult Beverage Report by Technomic, a consulting and research firm serving the food industry, Americans born between 1977-1992 are not only the most numerous generation since the Baby Boomers, they're also the most enthusiastic consumers of alcoholic beverages. The firm's recent survey of a nationally representative sample of legal-age Millennials found that ...

[Estimated timeframe: Q3 2012 - 2018]

... this diverse and highly educated generation is open to new experiences, and its members are more likely to try a new drink - both in and out of the home - than those of any other age group.

 Interesting and actionable findings include:

  • Millennials are frequent consumers of adult beverages – eight in 10 consumed an alcohol beverage in a bar, restaurant or other on-premise venue in the past week and nine in 10 had consumed at home.
  • Millennials consume domestic light beer, hard ciders, cocktails, red blend wines and Moscato wines more often than older consumers.
  • Price and variety are considered much more or somewhat more important for away-from-home adult beverage purchases than for at-home purchases by half of Millennials surveyed.

But Millennials are far from a homogenous group. For example, younger Millennials are more price-conscious than older ones.

For this reason, advises David Henkes, Technomic's VP and leader of the firm's adult beverage practice, marketers of alcoholic beverage and restaurant operators need to take strategic approaches based on Millennial segments’ attitudes and behaviors regarding alcoholic-beverage occasions and consumption.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5874

Will Sleep Disorder Risks Presage Decline of Digital Media?

Bottom Line: Research published by Sweden's University of Gothenburg suggests that heavy usage of cellphones and computers by young people could lead to mental health problems. Might this herald the beginning of the end for digital media?

Researcher Sara Thomee from the Sahlgrenska Academy at the University of Gothenburg in Sweden has warned that young people who heavily use mobile phones and computers are exposed to greater risk of stress and sleep disturbances that could  ultimately affect their mental health. Ms Thomee and her colleagues have conducted four different studies into ...

[Estimated timeframe: Q3 2012 onward]

... the use of computers and mobile phones and how they might affect the mental health of young adults.

The studies, which included questionnaires for 4,100 people aged 20-24 plus interviews with 32 young heavy users of information and communication technologies [ICT], reveal that intensive use of mobile phones and computers can be linked to stress, sleep disorders and depressive symptoms.

According to a University of Gothenburg statement: "We looked at the effects both quantitatively and qualitatively and followed up the volunteers a year on." Ms Thomee adds: "The conclusion is that intensive use of ICT can have an impact on mental health among young adults." 

[MT comment: If the health-risk data is eventually proven, it could call into question the survival of digital media in its present form.]

Read the original unabridged article here.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: TinesofIndia.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5868

Google, Facebook: Here Today, Gone by 2016?

Bottom Line: Google and Facebook - the tech world's current Rhinos in the Room! Yet given the pace of change within the technosphere, there are good reasons to believe both might be gone completely in 5–8 years.

It is not Zarathrustra who spake thus but his nearest living embodiment: Dr Eric Jackson, Forbes.com columnist and founder/Managing Member of Ironfire Capital LLC.  Dr Jackson cites a school of thought "on organizations [in which] senior teams and directors have an outsized influence on organizational outcomes. Moreover, it's a school of thought which ... 

[Estimated timeframe: Q2 2012 - 2016]

... takes the opposite view, called population ecology or organizational ecology, which [posits that] managers don’t really matter all that much. Their backgrounds - including education and career paths - have a big effect on how they see the world, various competitive situations and the choices they make. 

Moreover, says the Doc: "This view grew out of sociologists who’d taken to study organizations in the 1970s. They assert that organizational outcomes have much more to do with industry effects than who the Ceo is and the choices he or she makes. They study birth and death rates of populations of organizations, as well as the effects of age, competition and resources in the surrounding environment on an organization’s birth and death rate. Most of these organizational ecology scholars come out of the University of California at Berkeley.

"As I age and watch what’s happening in the world of internet and mobile, I can’t stop thinking of these ecologists though.

"More and more in the internet space, it seems that your long-term viability as a company is dependent on when you were born.
Think of the differences between generations and when we talk about how the Baby Boomers behave differently from Gen X’ers and additional differences with the Millennials. Each generation is perceived to see the world in a very unique way that translates into their buying decisions and countless other habits.

"In the tech/internet world, we’ve really had three generations:

  • Web 1.0 (companies founded from 1994 – 2001, including Netscape, Yahoo!, AOL, Google, Amazon and eBay.
  • Web 2.0 or Social (companies founded from 2002 – 2009, including Facebook, LinkedIn and Groupon.
  • And now Mobile (from 2010 – present, including Instagram).

Jackson continues: "With each succeeding generation in tech the internet, it seems the prior generation can’t quite wrap its head around the subtle changes that the next generation brings.

Web 1.0 companies did a great job of aggregating data and presenting it in an easy to digest portal fashion. Google did a good job organizing the chaos of the web better than AltaVista, Excite, Lycos and all the other search engines that preceded it. Amazon did a great job of centralizing the chaos of e-commerce shopping and putting all you needed in one place.

When Web 2.0 companies began to emerge, they seemed to gravitate to the importance of social connections. MySpace built a network of people with a passion for music initially. Facebook got college students. LinkedIn got the white collar professionals. Digg, Reddit, and StumbleUpon showed how users could generate content themselves and make the overall community more valuable.

Yahoo is already a shell of its 2000 self. There is increasing chatter (including from me) about how Google’s facing a painful multiple contraction, once its desktop search business (still accounting for the vast majority of its revenues and profits) starts to fall off a cliff as users dramatically drop traditional search for new ways of getting information they want in a mobile world.

Is Amazon destined to decline? There seem to be no signs of it today and people will still need to buy stuff in a mobile world, but the new mobile platform will certainly open the possibilities for new entrants that Amazon can’t even imagine today.

Facebook is also probably facing a tough road ahead as this shift to mobile happens. As Hamish McKenzie said last week: “I suspect that Facebook will try to address that issue [of the shift to mobile] by breaking up its various features into separate apps or HTML5 sites: one for messaging, one for the news feed, one for photos, and, perhaps, one for an address book. But that fragments the core product, probably to its detriment.”

Considering how long Facebook dragged its feet to get into mobile in the first place, the data suggests they will be exactly as slow to change as Google was to social. Does the Instagram acquisition change that? Not really, in my view. It shows they’re really fearful of being displaced by a mobile upstart. However, why would bolting on a mobile app to a Web 2.0 platform (and a very good one at that) change any of the underlying dynamics we’re discussing here? I doubt it.

Read the original unabridged article 

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Forbes.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5837

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