ND1221117

Title: Key 2012 Consumer Trends

Description: A new study highlights six consumer trends that will impact American brands and marketers next year.

Page Content:

?

CHICAGO ? What 2012 will bring is anyone?s guess, but Leo Burnett Chicago conducted a study that revealed six key consumer trends for next year that will affect American brands and marketers, Progressive Grocer reports. The ?HumanKind 2012: The Transformation of Aspiration? study finds that Americans don?t want to shell out full price for any product, and food is now seen as an affordable luxury.

�

?From the evolving American family to the rise of collective bargaining and the continuing decline of masculinity, the face of the American consumer has forever changed,? said Stephen Hahn-Griffiths, Leo Burnett chief strategy officer. ?In 2012, successful brands need to adjust to this reality and find relevant ways to connect with new audiences and influencers, or risk losing loyal customers at an alarming rate.?

�

Here are the six key trends the study uncovered for 2012.

�

1. Sense of fairness drops, happiness inequality increases. While Americans have traditionally been happy and optimistic, that has changed, especially among those with lower incomes. ?Winning brands will be those that consistently deliver acts of fairness and behave with morality. A company that treats all customers fairly will earn Americans' trust and patronage,? the study said.

�

2. The typical American family is changing, with 40% of children born to an unmarried mom. ?Diverse images of family ring true with consumers and can be a great way to show how your brand fits in to today's reality,? read the report.

�

3. Men are evolving, as women are earning more than their husbands?and men are accepting that. ?Focus ? on shaping identities and transforming individuals, not a specific gender,? the report recommended.

�

4. Healthy means different things, as food becomes a luxury that?s affordable and a treat. ?Think about how to satisfy consumers' desire for smaller, bite-sized luxuries. A small amount of satisfaction can go a long way,? said the study.

�

5. Daily deals have changed how Americans view paying full price. ?Integrate daily deals with customer loyalty program,? the report recommended. ?To compensate for downward pressure on margins, daily deal technology needs to segment customers that are already bargaining and offer more personalized deals to heavy users.?

�

6. Social and mobile technology is moving quickly, and retailers should be there to meet it. Next year, 20 million people will become smartphone users who want social platforms and mobile shopping opportunities. ?To activate shoppers through social and mobile, marketers need to identify the problems shoppers are trying to solve and provide informed solutions,? read the report.

�

?This year?s power brands will be those that quickly adapt to changing human behavior and recognize how this shift is reshaping the fabric of American society,? said Hahn-Griffiths.

�

Content Subject: Marketing/Merchandising

Formatted Article Date: December 21, 2011

roofcargo games