Just a few years ago, 73 percent of U.S. consumers believed brands should put a stake in the ground to represent their values. The rise of movements like Black Lives Matter played a key role in pushing brands to support social justice causes. Consumers would base entire shopping decisions on which brands aligned most with…
Ericka McCoy
Despite cautious optimism about the economy leading to increased spending, rising prices are causing consumers to tighten their belts, resulting in fewer purchases across categories. However, a glimmer of hope exists for businesses: the rising spending power of Gen Z. This generation happily mixes brand names from familiar stores, like Target or Macy’s, with lesser-known…
In today's digitally-driven, choice-saturated world, understanding consumers' demographics just isn't enough to create genuine connections that compel them to choose your brand over the millions of other options just clicks away. It's only through understanding a person's internal motivations and deep-rooted personal values that marketers can achieve long-lasting connections. This deeper understanding also helps brands…
The rollercoaster of the past two years has resulted in important new dimensions of consumer sentiment that are essential to understand if you want to acquire and retain customers effectively. Basic demographic-driven targeting and messaging don’t account for a human’s unique experience of the world as it’s evolving. Today’s brands need to understand and address…
Amid the ongoing pandemic, economic turmoil, and political and social unrest, today’s brands are besieged by the need to act and communicate in ways that align with the tide of disruption that’s also overwhelming today’s consumers. It’s not just that brands need to be able to pivot, it’s that they need to be able to…
The ongoing COVID-19 crisis has thrown every sector of retail into disarray, and businesses are struggling to adapt to the rapidly changing environment. Not only are consumer behaviors fundamentally shifting in light of the pandemic, but they're also prompting retailers to consider how their brand aligns to customer expectations, and how to translate this insight…
The digitization of the consumer world has transformed the way people shop, respond to advertising, and purchase from particular brands. The new hyperconnected consumer has a multitude of choices that are all available instantly, if desired. In this revolutionary state, a new set of drivers is impacting buying decisions and shopping behaviors. Today, everyone is…
