Meet the new consumer: Box-turning, value-conscious and cause-friendly
- Thu, March 24 2011
- Filed under: Cause-related marketing
BBMG has a great new report out profiling today’s consumer. It’s called Unleashed and you can get it here. It’s full of vivid, thought-provoking infographics, videos and consumer profiles, so take the time to check it out. The report will do much to enrich your thinking.
Thirty percent of the U.S. adult population - some 70 million consumers - are values-aspirational, practical purchasers who are constantly looking to align their actions with their ideals; yet tight budgets and time constraints require them to make practical trade-offs every day… They mirror the overall US population in terms of income, race and geography, yet they trend slightly more youthful, educated and female. They are dedicated “box turners” who don’t necessarily trust the marketing message on the front of the box, but look to the list of ingredients, NGO certifications or third-party proof behind product promises.
These new consumers bridge the gap between the very green and more mainstream consumers.
Here’s what BBMG recommends for brands pursuing the new consumer:
1. Deliver a triple value proposition, including practical benefits, social/environmental benefits and tribal benefits (connecting to a community)
2. Paint a bigger picture, answering not just “what’s in it for me?” but also “what’s in it for
me
we?”
3. Be a consumer champion - let consumers take control. They’re already doing it anyway!
4. Make more out of less, because new consumers want simplicity and meaning.
5. Invite them in: They expect participation, which is the new consumption.
Comments
I am sure you meant:
2. Paint a bigger picture, answering not just “what’s in it for me?” but also “what’s in it for *We* ?”
Great post!