The Hunger Games: Breaking the Bank

March 30, 2012 — Donna Fullerton

Source: Friday’s Culture Casserole from foodforthesoul

I, along with tens of thousands, saw The Hunger Games on opening weekend and, according to Entertainment Weekly’s Inside Movies box office update, the opening day box office for the film was the best for a non-sequel.  Hoping to avoid the seemingly inevitable throngs that would be lined up to see this movie that’s all the rave and taking the nation by storm, a friend and I made a plan to see the earliest Saturday morning showing at a nearby ‘hundredplex.’

For the most part, I’m not the kind of girl who likes the idea of queuing up to see anything … at least not since I lined up outside Radio City to attend that Jackson Five concert in the 80′s or that Christmas Day (in the 1990′s) when I stood in the cold to be among the first to see Godfather Part III  or … OK, I’m no longer that girl except when I am.  Anyway, I digress.  My friend and I joined a modest line-up of eager fans and saw the 9 AM showing of The Hunger Games on opening weekend which, I suppose, makes me part of the latest movie phenomenon.

Honestly, I had not heard about The Hunger Games until last year when a guest chef contributed a Culture Casserole to The Daily Special feature.  Even then, all I knew was the name and that it was a book.  So, my decision to go was based on 1) walking past a Barnes & Noble bookstore and seeing a throng of kids and adults, patiently waiting to purchase the book and get it signed, and 2) the spirit of adventure, curiosity and discovery that I possess.

So, there we were, watching The Hunger Games in IMAX, not knowing exactly what to expect and going along for the ride.  While I watched I found myself intrigued by many aspects of the production as well as the plot.

From a production standpoint, the film-making is grand, sweeping, worthy of an IMAX experience. In this day and age when movie goers are balking at high ticket prices ($18 per ticket for IMAX in New York City!) and opting for the small screen to watch movies, (or converting a living room wall into one’s own personal drive-in with the use of a movie projection system and watching movies streamed from NetFlix or DVDs borrowed from the library like a friend did recently), it is no easy feat to get fannies into the seats when there are so many options available to a technologically savvy population.  Mission accomplished on the part of the producers of The Hunger Games–it is definitely the kind of movie that truly benefits from the big screen experience–it is a visual smorgasbord of delight. And, at the before-Noon ticket price of $11 (full price for IMAX IS $18!) offered by the AMC Theatres in my city, it was a steal!

In terms of the plot, there were many themes that speak to where we are in life and who we need to be in the face of life’s circumstances.

At the macro level, there is the historically significant theme of children being called upon to bear the brunt of responsibility for past conflicts of adults; this is clearly reminiscent of the way armies press young people into duty (some are driven by patriotism, others looking to escape poverty) to fight the wars the adults have wrought.  Then there was the very topical theme of the 1% being supported and entertained by the 99% whose main focus in life is on survival.  Further, the disposability of young people by a satisfied, even decadent elite class whose concerns go to simple pleasures like having dessert or making light of matters of life and death might be viewed as indicative of the way many in our society are lacking in compassion for others. Witness the youthful ‘prank’ played by the Rutger’s student on his roommate who felt it was harmless to film his roommate having sex with his partner and acceptable to invite his friends and tweeps at a designated time to the viewing of this personal act between friends.  It was only because the young man, whose privacy was violated, committed suicide that this blatant disregard, even trivializing of such an action, was brought to light.  The fact that there was such blatant disregard for the privacy of another,  might be viewed as indicative of how we as a society have become so insensitive to the needs and boundaries of others.

At the micro level, we see the main protagonist, Katniss, playing the role of hunter-gatherer for her family, expressing strength by volunteering (and in all probability sacrificing her life) to protect her sister and reflecting classic role reversal when she as the child feels the need (based on past experience) to demand that her mother stay responsible and take care of the home and her sister while Katniss participates in the 74th Annual Hunger Games.  This theme in particular resonates with me and many of my friends of a certain age who are being called upon to  provide support to elderly parents, support that is often financial or physical or emotional, or all three.

With all that said, The Hunger Games is a riveting film and a worthy view.  And, at the end of the film, when the stage is set for the sequel, I realize I’m vested in what’s to come and, while I might or might not read the books, I will see the next theatrical installment.

Posted in Media & Entertainment, Values. Tags: , . 2 Comments »

It’s Easy to be Green – Take 2

January 30, 2011 — Cheryl Seraile

Building on our post last year about Marcal’s line of earth-friendly paper products, Kimberly Clark has taken green innovation to the next step with its new Tube-free bath tissue.

Launched exclusively in Walmart and Sam’s Club stores, the new tube-free bath tissues offer consumers a visible way to help reduce the 160 million pounds of trash (usually not recycled) generated by discarded toilet paper tubes.

One downside – the new Tube-free offering does not use recycled paper, like the rest of the Scott Naturals line.  However, K-C personnel indicate a move to at least 40% recycled-content paper is in the planning stages, especially if the product is launched into other retail outlets.

Have you tried this new tube-less wonder?  What do you think – share your thoughts in Comments.

Posted in Consumer Products, Environment, Green, Naturals, Values. Tags: , , , . No Comments »

HealthStyles: A New Path to Value

December 13, 2010 — Donna Fullerton Cheryl Seraile

We started our discussion about Value a little while back and our post on The Green Value Opportunity: Local Solutions was a first look at re-defining value in a way that resonates with consumers. 

But, there is also a consumer-driven factor that is likely to impact this new value paradigm and we believe this is an attitude of responsibility.

With this mindset of responsibility playing an important role in the “stuff” consumers acquire, it will be important for marketers to imbue their products and services with attributes that reflect new values.  This brings us to the notion of Health & Wellness which we view as another Value for marketers to take notice of.

Let’s take a look at some of the factors that are contributing to the emergence of Health & Wellness – which we term the HealthStyles Value. 

The Social Environment

Interest in HealthStyles is driven by several major demographic and social changes. 

First, Americans in general are living longer – and people want to live those extra years “better.”   As Iconoculture reported last year, several reputable studies have found that lifestyles that combine  a healthy (low fat, high in fruits/vegetables) diet and moderate exercise may forestall Alzheimer’s and other mental declines.  Consumer interest in learning about the importance of exercise in improving the quality of life was evident in the high “share” rate (the third most shared article of the day on nytimes.com) for John Hanc’s recent column, Staying on Balance, With the Help of Exercises.  The article points out the importance of balance for our growing older population, and the share rate demonstrates just how much people are clamoring for this kind of information.

Second, despite the current recession, the overall cost of food continues a 20-year decline as percentage of a family’s income and obtaining adequate, nutritious food is now much more accessible to most people. Under the auspices of the Federal WIC Farmers Market Nutrition program, almost every state allows low-income residents to utilize food assistance cards/coupons to purchase locally grown foods at farm stands and farmers’ markets.

And third, with the recent move toward universal healthcare coverage, there is an increasing recognition that developing and maintaining a healthy lifestyle is more cost-effective over the long term.  There are several high profile initiatives centering around the relevance of health consciousness including: 

Let’s Move.  First Lady Michelle Obama’s “Let’s Move” project to address childhood obesity is an example of utilizing core Health & Wellness in a major policy initiative.  The program incorporates nutrition education (with fresh foods in the forefront) and developing a lifelong, physically active lifestyle.  By targeting children through engagement in growing and preparing healthy meals and incorporating “movement” into every child’s daily schedule – maintaining a healthy weight and fit body is easier and more natural.

NFL Play 60. Launched in 2007, NFL PLAY 60 is a national youth health and fitness campaign focused on increasing the wellness of young fans by encouraging them to be active for at least 60 minutes a day. Along with national outreach and online programs, NFL PLAY 60 is implemented at the grassroots level through NFL’s in-school, after-school and team-based programs. The program has targeted $200 million to address childhood obesity since its inception.

The Marketing Environment

Several companies are getting out in front of the Health & Wellness trend and are taking a holistic approach to promoting consumer products and services.

Whole Foods’ partnership with “Eat Right America” enables shoppers to create store-wide shopping lists tailored to different eating plans from vegan to allergy-aware to baby/toddler to weight management.

V-8′s “What’s Your Number” TV commercials highlight the fruit/vegetable nutrition count in their products with a focus on the positive effects of these beverages on consumers’ overall health. Weight Watchers just revised their famous points system to give dieters a free pass when consuming fresh fruits or vegetables – by identifying these items as “point-free,” members will be encouraged to increase consumption of more healthful (and lower calorie/fat) foods in their ongoing efforts to achieve and maintain a healthy weight.

In April, Rite-Aid, the drugstore retailer launched their new Wellness+ rewards program. The loyalty program allows card holders to redeem points for free glucose and cholesterol screenings at local labs.  As consumers search for savvy ways to stay healthy, has Rite-Aid found a unique way to leverage Health & Wellness to create more value in their relationship with their shoppers?

Even fast food companies like Wendy’s are getting in on the act by offering better-for-you french fries made with “Russett potatoes, leaving the skin on and sprinkling sea salt on top.”

While food, fitness and healthcare are a natural fit for the Healthstyles Value, we believe the possibilities go beyond these categories.

The Business Opportunity

Some brands are taking the long view and positioning their brands as offering benefits that contribute to a lifetime of health.  Aquafresh toothpaste has gone beyond addressing the obvious attributes of fresh breath and white teeth - their new Aquafresh Iso-Active range is positioned to deliver “Strong, Healthy Teeth for a Lifetime.”

As Americans become more time and cash crunched, personal services such as Spas have suffered as customers cut time-consuming luxuries from their budgets. By repositioning spa services into 30-60 minute “wellness breaks” and focusing of revitalizing treatments versus pampering, day spas may be able to recapture past customers while building a new customer base.

In this rushed world more people are considering time spent away from work, recharging and enjoying recreation with family and friends, to be critical to their overall Health & Wellness.  Products and services that enable consumers to utilize their work time most effectively and re-engage with family will be viewed as delivering this new Healthstyle value.

Microsoft’s new Windows 7 phone is leveraging that important value.  In its ”Really” campaign, users of competitors’ products are shown as disengaged and missing important milestones because using their smartphones is so time-consuming.  In addition to clearly setting up the phone dilemna in this Windows 7 launch ad, an additional execution in the campaign directly reflects the  HealthStyles value by showing how the Windows 7 phone supports a fulfilling, “healthy” lifestyle experience.


 

Which other product or service categories do you think could benefit from integrating the HealthStyles Value into their branding efforts?

Posted in Consumer Products, Demographics, Food, Health & Wellness, Naturals, Values. Tags: , , , , . 2 Comments »

Trends Converge for Holiday Shoppers

November 22, 2010 — Cheryl Seraile

The Gap’s flagship New York store is combining two of our favorite trends - Local Solutions and Pop-up Stores.

In the past, this Gap, located at 680 Fifth Avenue offered boutique space in their store for an eclectic choice of partners including Project RED and Parisian concept shop Colette.

This year, Coolhunting.com, the retail trend watcher is operating a pop-up store in this location.  The store will feature a wide variety of gifts and products sourced from Local (tri-state) businesses.

If you get a chance to visit the pop-up store, open through January 2, please share your impressions in Comments

Posted in Green, Values. Tags: , , , , . No Comments »

Reality Show Nation

October 26, 2010 — Cheryl Seraile

Summer 2010 could have been dubbed the “Summer of Snooki”, named for the much discussed breakout “star” of MTV’s hit reality show Jersey Shore.  For months, Snooki and her male counterpart The Situation have been getting more than their 15 minutes of fame via constant exposure – tabloid TV and magazines, website chatter and tweets – all anxiously reporting on every drunken stumble, questionable wardrobe selection and salacious hookup.  It’s been widely reported that Snooki was paid $30,000 per episode to appear in Season 2 - not bad for a 22 year-old former veterinarian technician student; and Elle magazine has just selected her as one of Hollywood’s most powerful women, alongside studio heads, network chiefs and Oscar winners such as Angelina Jolie and Sandra Bullock.

But this discussion is not about the supposed shame Jersey Shore’s cast has brought to the Garden State, but rather some thoughts on the impact of extreme personalities in our dynamic media and marketing environment.  Some, including The Atlantic’s Mark Ambinder posit that the pervasiveness of reality show characters has made wacky, crazy political candidates more acceptable:

But all the reality shows — and the characters who have been mainstreamed and are now a part of our lives, people who we would otherwise encounter when we browsed the tabloids at the supermarket — have conditioned us for “wild and woolly” candidates. Culture bleeds into politics, and the other way around.

Next week’s elections won’t spell the end of the parade of dysfunctional loudmouths – the winners will take their places in Washington DC and state capitols around the country to pontificate for the next 2, 4 or 6 years.  And some of the losers will leverage their new-found visibility into talk shows, book contracts and continue to assault our senses for months to come.  And every night we’re treated to another batch of reality show contestants – teen parents, addicts, alleged singers and dancers – will marketers’ messages be able break through this cacophony?

As mass media content (both entertainment and news) becomes extreme will marketing tactics need to become even more extreme to capture the attention of consumers?  Or will a softer tone get the message across more effectively? 

What do you think?  Please share your thoughts in Comments.

Posted in Media & Entertainment, Values. Tags: , , , , , , , . No Comments »

The Green Value Opportunity: Local Solutions

September 21, 2010 — Donna Fullerton Cheryl Seraile

 

According to public relations firm Edelman,

“… the global tide of conspicuous consumption is turning away from traditional status symbols of the past and moving toward products and brands that support sustainability. Protecting the environment, improving healthcare and reducing poverty are the causes that global consumers care about most.”

 

Marketers are taking notice of this.  As discussed in a previous post,  we believe there are new value areas to be mined—areas that people will resonate to more deeply—a higher order level of value.  And ‘Green Value’ represents one of those opportunities.

One of the more visible efforts in this direction can be observed with P&G’s Dawn DishwashingLiquid.  When the brand came to the rescue in the Gulf Coast what quickly followed was an eco-friendly advertising message featuring Dawn as “the only product that can be used to clean oil-soaked animals” and a promotion where portion of sales would be contributed to Save Wildlife.

Leslie Kaufman discusses the Dawn phenomenon in her column, Ad for a Dish Detergent Becomes Part of a Story. 

And, consumers are living green!

Yes, the notion of green (which initially spoke to environmental or macro-level conservation) has trickled down and has become personal. And, as green becomes personal, consumers are finding ways to make more personally and socially responsible decisions about how they spend their money—choices they view as long-term solutions. 

Reduce-Reuse-Recycle is a long standing initiative referring to minimization of waste materials, and you don’t have to go very far to see charts instructing us on how to accomplish this.

 What we want to explore has to do with the mindset that consumers are bringing to their decision making process.  To this end, let’s take a look at three living green solutions!

The growth in the buy local movement speaks to a sustainability strategy with benefits that extend beyond the “feel good” support your community.  Not only might it have favorable economic implications for a community or region, it becomes a deeper way for consumers to demonstrate environmental responsibility.  In addition to thinking of local in terms of geography, we propose thinking of it as a micro concept so we actively include smaller enterprises in our decision-making set for whatever we consume.

Just as individuals flock to farmers’ markets in cities across the country or seeing ‘buy local’ triggers one’s commitment to support local growers, people are applying this concept to other sectors.

Imagine customers being motivated to switch their financial portfolio from an investment banking leader to Domini Social Investments, an investment firm committed to socially conscious investing.  Investors can directly support underserved communities in every state through a special Social Bond Fund.

Then there are restaurants like Red Robin being recognized by the National Restaurant Association in an annual reward designed to “raise awareness about the restaurant industry’s contributions to local communities and to inspire other restaurant operators and owners to do the same.”  Or Jimmy’s No. 43, one of the first restaurants in New York City to stop serving bottled water, hosting slow-food events and featuring a slow-food menu as part of its commitment to the Slow-Food movement.

The impact of ‘local/green’ solutions can also be applied to other product and service providers.  Let’s spotlight some existing and potential opportunities.

Apparel.  Environmentally friendly clothing is no longer limited to niche brands.  Now you can count Van Heusen, Levi and Eileen Fisher among the companies with organic entries.

Food/Beverages.  Major soft drink and beverage marketers, such as Coca-Cola and Pepsi maintain dozens of bottling facilities across the country.  Prominent label copy highlighting “bottled in Philadelphia, PA, or Tampa, FL, or Portland, OR” would remind consumers of the reduced carbon footprint and improved product freshness of a product bottled nearby. 

Restaurants.  Jim Denevan, founder of  the  traveling restaurant series Outstanding in the Field, has made it his commitment “to re-connect diners to the land and the origins of their food, and to honor the local farmers and food artisans who cultivate it.”  The OITF experience is captured vividly in Deborah Moss’ column, Foodie feasts straight from the farm.   Restaurants participating in New Jersey’s Restaurant Week promote special efforts to include locally grown/sourced ingredients in their menu offerings.

Retail.  From Whole Foods to supermarket giant Kroger, grocery stores are highlighting locally grown produce and specialty products.

Travel.  The Staycation (or vacationing close to home)  phenomenon, triggered by the economic downturn, has become a feature of hotels from luxury brands like The Breakers Palm Beach  or major chains like Marriott or Hilton.  Even state tourist boards are seeing the value of strategies to encourage travelers to spend their recreation dollars in their state or neighboring states.  In addition to the cost savings, travelers also get the benefit of lightening their carbon footprint.

 

Can you think of other ways to bring local solutions to your marketing and brand strategies?

Posted in Consumer Products, Green, Values. Tags: , , , , , . 2 Comments »

The New Value: Going Way Beyond Price

August 13, 2010 — Donna Fullerton Cheryl Seraile

 

 

The Landscape


In this time of near double-digit unemployment, rampant underemployment, sky-rocketing home foreclosures and other adverse economic factors, the emergence of the tightfisted consumer was totally predictable. What was spawned from necessity does not appear to be a short-term strategy. Rather, it is becoming a way of life for a majority of Americans.

Harris Interactive reports that American consumers continue to hold the line on spending, with 63% purchasing more generic (private label) branded products. This behavior is consistent across generations.

A recent study from Decitica, “Marketing to the Post-Recession Consumers” posits that consumer spending patterns have been profoundly altered by the current recession and we are now entering a period of “new normal.” Decitica has identified four distinct consumer segments – Steadfast Frugalists, Involuntary Penny-Pinchers, Pragmatic Spenders, and Apathetic Materialists.

While consumers’ commitment and focus on finding the lowest prices vary, it’s clear that price-related value is no longer a competitive advantage. Rather, it has become an expected attribute for many purchasers.

The traditional retail “fix” of offering discounts is no longer (or is fast becoming) like email SPAM.  In other words, buyers are applying their own mental filters to these offers, going for the lowest price point across many product categories. But, this approach has resulted in store brands in some categories becoming category leaders – suggesting that lower pricing as a strategy is a form of value that brand marketers cannot sustain.

Given these conditions, it is clear that the days of price discounts as the sole expression of value are over.

As consumers navigate the new economic world order, more than ever, they want to feel they are getting the best value for their money. Marketers will need to be more inventive in their offers and create products as well as marketing messaging that imbue brands with discernible value. So the question is this:

In what ways might marketers re-create brand value in today’s environment?

It begins with looking at value through an entirely new lens.

 

A New View of Value

In recent years, companies have begun to enhance brand value with what might be described as product-driven, functional value strategies.

Some brands, many in the Procter & Gamble stable, are combining well-recognized attributes of premium brands such as Dawn Hand Renewal with Olay Beauty, Mr. Clean with Febreze Freshness, Tide with a Touch of Downy to offer consumers an assurance of product performance and desirable attributes. This brand-combining strategy has enabled P&G to maintain its premium priced edge.

In the current new campaign for 1800 Tequila, the commercial’s protagonist points to the functionality of the cap as a point-of-difference with Patron.

Clearly, if there are product elements that can be leveraged as these examples demonstrate, marketers should naturally capitalize on these product advantages. But, there is also a consumer-driven factor that is likely to strengthen this trend towards a new value paradigm and we believe this is an attitude of responsibility.  Specifically, people are becoming more responsible when it comes to the ‘stuff’ they acquire.

When you layer on facts like declining disposable income or postponing retirement out of financial necessity, it is inevitable that the purchase decision process will be more conscious, even introspective as buyers weigh their choices.  And, the factors weighed are likely to reflect factors that might not have considered in the past.  With these shifting attitudes, we believe there are new value areas to be mined—areas that people will resonate to more deeply—a higher order level of value.

As we look to redefine value in this new era, it is important to look at areas that are likely to have an enduring impact on consumers’ purchase decision process. We believe these reflect what used to be incidental benefits but now are more at the forefront that ever before. By tapping into these avenues of opportunity, brand perceptions will be enhanced and companies will have a chance to make a new impression in the marketplace.

In subsequent posts, we will feature the New Value opportunities.  Stay tuned to our first discussion – the Green Value opportunity.

Posted in Advertising, Authenticity, Behaviors, Consumer Products, Environment, Health & Wellness, Values. Tags: , , , , . 1 Comment »

The Green Evolution

April 19, 2010 — Donna Fullerton

As far as I knew, going green used to be linked solely to the environment and energy conservation.  An Inconvenient Truth did much to universalize awareness of this issue and personally, I do my best to be mindful, though I was recently reminded that I could do better.

The green movement has become all-inclusive, spreading to all areas of life such as:  our homes, our food, our clothes, how we clean, and so on.  In fact, if marketers ever wondered whether consumers would embrace green marketing, research suggests a resounding yes!

Recently I noticed the term going green being applied to a aspect of food marketing I have a lot of heart for—removing questionable ingredients from every day foods.  The ingredients I am referring to are two of the most ubiquitous—high fructose corn sugar and hydrogenated oils.

Making the connection between going green and wellness is something I am totally in favor of as it will no doubt improve our quality of life exponentially.  Any efforts to get rid of these culprits in the pursuit of health & wellness will make a huge difference in the quality of life.  According to Phil Lempert, The Supermarket Guru®, some of the products that are going this kind of green include ketchup, soda, snacks.

Good riddance I say!

This news got me thinking about a time not so long ago, the time of free, when diet foods—fat free, sugar free, lite, low—were all the rage.  We welcomed the chance to have more of the foods we loved more often and feel we were doing something good for our bodies in the process.  Then came some controversial facts about free. Here’s how Wikipedia talks about this dispute:

In many low-fat and fat-free foods the fat is replaced with sugar, flour, or other full-calorie ingredients, and the reduction in caloric value is small, if any.[4]Furthermore, excess, digestible sugar, as well as an excess of any macronutrient, can be stored as fat.

As a consumer advocate, it is my wish that companies go green responsibly—not simply to make a buck, but to reflect a new value to consumers—where the health & wellness of consumers is at the heart of the decision to bring green products to market.  Only time will telll!

Posted in Authenticity, Consumer Products, Health & Wellness, Values. Tags: , , , . 1 Comment »

What’s up for 2010!

January 18, 2010 — Donna Fullerton Cheryl Seraile

2010
We’ve had fun bringing our twist to those trends that got our juices flowing in 2009.  And now we cast our attention to 2010.  There are so many happenings that are showing up and we think they will be changing the way we all look at the world. 

In addition to updating past posts when it makes sense, here are a few themes we are following:

  1. The New Value, it’s not just about price.  It’s experiential, it involves conscious decision-making – so marketers might have new chances to make a first impression.  For established brands, could this development be a boon?
  2. Transparency.  The 2008 election highlighted how critical it was to voters to be authentic. Now we see marketers like Domino’s Pizza jumping on board, taking “truth in advertising” to a whole new level.  What else is next?
  3. Has outreach to Ethnic & Urban consumers become yesterday’s news?  The economics of advertising and promotion is giving companies pause and there have to be casualties.  How will this dollars and cents issue affect marketing decision-making?
  4. The End of Civility.  If 2009 told us anything, political correctness seems to have taken a back seat.  You remember Kanye West’s public dissing of Taylor Swift at the MTV Awards and Representative Joe Wilson calling President Obama a liar during the live broadcast of his health care speech to Congress and the American people.  How far is this going?
  5. Career Path, meet Career Streams.  Distrust of corporations has been growing for some time.  Mergers and acquisitions, unemployment, job attrition, to name a few factors, are forcing us to think of new sources of earning potential.  Could single payer income sources be a thing of the past?
  6. A New Twist on the “Water Cooler.”  With more people moving to flexible work schedules and with work teams comprising people from different locations and time zones, the pop culture discussion around the “water cooler” has practically disappeared.  What will drive the mass culture word-of-mouth when mass culture seems to have fragmented completely?

We look forward to bringing our take on these ideas and more so keep an eye out for some new views from New-Take in 2010!

Posted in Advertising, Authenticity, Behaviors, Demographics, Diversity, Media & Entertainment, Multicultural, Values, World of Work. Tags: , , , , , , , , . 1 Comment »

The New Singles: Single and Thriving!

September 28, 2009 — Donna Fullerton Cheryl Seraile

Single-by-Choice-plus-source1Most people spend some part of their adulthood as singles – as young adults bounding out of their parents’ homes or through circumstances, as divorced people or as widows and widowers.  Historically, being single was short-lived, but things are changing. 

The Facts

The US Census reports that over the past 25 years, the median age for first marriage has increased nearly 4 years for men to 27.1 and 5 years for women to 25.8.   Single-person households grew from 17% to 28% over the same time period.  And a small (9.2 million adults), but growing group is not marrying at all. 

Whether people are staying single longer or not marrying at all, dynamics leading to the growth of the single segment may include:

  • Greater economic achievement by women has freed them from needing to marry for financial stability
  • De-stigmatization of single parenthood, in fact 11.6 million single adults have children living with them (either through divorce or because they have chosen to have and raise children on their own)
  • Increasing acceptance of homosexuality has freed many gays from sham marriages
  • Marriage or partnering is not viewed as the only lifestyle option when you have reached a “certain” age

With these factors at play, how singles are currently marketed to (looking to be paired up) or not marketed to (mostly absent from marketing/communications efforts) needs to be reconsidered.  The group of singles we are spotlighting here might be a minority now but they represent an untapped consumer segment that could be a new source of opportunity for marketers of a wide range of products and services.

Dove, Volkswagen and Ikea (to name a few) demonstrate the value of intelligent engagement with newly uncovered consumer segments.  Dove celebrated the diversity of women by featuring “real women” in their successful Campaign for Real Beauty**.  Volkswagen and Ikea effectively reached gay/lesbian sensibilities with smart marketing.

New Singles Defined

For New Singles, singlehood is not a stop on the way to coupledom and/or wedded bliss, but rather a choice.  It may or may not have been planned at the outset of adulthood, but over time, single is now their chosen state of being.  Being single for this segment is a lifestyle, not merely a lifestage. 

While there are some people who have not necessarily chosen to be single, as noted in a highly touted September 2006 New York Times article highlighting the dilemma of middle-aged male high school graduates who are still seeking suitable life partners, others truly are “Single by Choice.”

 

In 1999, magazine publisher Sasha Cagen came up with the term “quirkyalone” on a Brooklyn subway platform on NewQuirky-Alone1 Year’s.  Quirkyalone is a mindset, a movement which has grown into an international community and speaks to singledom as a celebrated option that is the equal of coupledom rather than solely something people back into.

She later expanded on this concept in an essay in the first issue of her magazine To-Do List which was republished in the Utne Reader in 2000.  Cagen was surprised by the fervor of responses from readers who felt their lives had been validated by her work.  As a result of these responses, Cagen opted to expand her essay into a 2004 book, titled Quirkyalone: A Manifesto for Uncompromising Romantics.

In 2006, social psychologist Bella DePaulo (PhD, Harvard) published Singled Out: How Singles are Stereotyped, Stigmatized, and Ignored, and Still Live Happily Ever After . Using social science data Dr. DePaulo challenged the stereotypes of people who are single.  In addition to offering seminars and workshops on the science of singlehood, Dr. DePaulo’s writings have appeared in professional journals and other publications. Her latest book, Single with Attitude (2009), is a compilation of essays that originally appeared in Living Single, Dr. DePaulo’s popular blog for Psychology Today and other writings which were first published in the Chronicle of Higher Education, Forbes.com, the Huffington Post, and the New York Times.

New Singles have even made its way into popular culture, reflecting the new reality of this segment.  According to the Urban Dictionary, Single by Choice is a person who does not wish to be in a relationship.  They value their independence and do not feel they need to have a boyfriend/girlfriend/husband/wife to gain validation.  People who are single by choice may  go out or date casually, but do not choose to be in a long term committed relationship.

In recent years, the blogosphere has become populated with optimistic and expansive perspectives on singles including Living Single, Singles by Choice, Singletude,  MySingleSpace, to name a few.  And then there’s National Singles Week (also known as Unmarried and Single Americans Week) which was just celebrated (September 20-26).

The Opportunity

As with any other marketing niche, there might be targeted efforts to reach them, but, how they are portrayed, addressed and communicated to, are the most important elements to for an effective campaign.   To win with New Singles, here are some keys to bear in mind:

Messaging Key:  It is not enough to include single people in advertising.  Messaging and tonality needs to be uplifting, welcoming, even celebratory – remember New Singles enjoy rich, fulfilling lives.  They are at ease with their status and do not consider being single as an affliction.

dining aloneImage Key:  It goes without saying, stay away from stereotypes.  New Singles are diverse.  They come in a range of demographic and socioeconomic flavors.  They don’t exist in a vacuum, they have family and friends.  New Singles live in urban centers and in the suburbs. You get the picture.   

Product Key:  New Singles are consumers of as vast an array of activities, products and services as the larger population, not just dating services or singles cruises.  They have homes and apartments that need furnishing, upgrading or repairing.  New Singles take vacations and dine out but only couples/families are promoted to.  They appreciate fine wines and champagne but half-bottles available on-premise are rarely found at retail.  New Singles need insurance to provide for themselves now and in the future, but families are the focus for most insurance products.  And this is just the tip of the iceberg.

 Value Key:  Clearly, having a better understanding of this segment is important to convey relevant New Singles values.  So remember to include this consumer mindset in the research process whether the focus is on new product development, branding or other marketing efforts.

Whether promoting restaurants, hotels, cruises, vacation destinations, insurance products, home furnishings or alcohol beverages, remember going solo is a chic and powerful choice. 

By stepping up to the plate with a plan that includes New Singles and is spot on attitudinally, marketers stand to gain substantial credibility and incremental market share among this untapped and sizeable consumer population.  Said another way, treating New Singles as a center of influence could pay huge dividends for your business!

 

**Read this marketing case study on the impact of Dove’s Campaign for Real Beauty.

Posted in Behaviors, Consumer Products, Demographics, Singles, Values. Tags: , , , , , , . 3 Comments »
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