What’s So Scary? Catch Up With Consumers!
When so many “studies show,” experts have spoken, books have been written and conferences on the topic held, why do marketing decision-makers STILL lag behind consumer culture? I ask because I have long been astounded by how “marketing to women” continues to be “new” news. And, now, as I study consumer perspectives on sustainability, I see a similar trend. Why is “green” behavior so stunning, when we could have seen it coming? Aren’t there people who get paid for being aware of dots that need connecting for brands? There are, and there are also the likes of those of us who are outside consultants, too. And still so many brand executives can’t see, quite literally, the forest for the trees.
My frustration about this rose anew after reading Brent Bouchez’s very well written, humorous MediaPost piece about how “rash” it might be for CMOs to pursue the 50+ market. Here’s a clip:
I mean, who in their right mind would target a marketing message at 90 million people who control 75% of the country’s wealth, earn $2.5 trillion dollars annually, will inherit over $15 trillion in the next 20 years and have 2.5 times the discretionary spending power of any other consumer group?
Yes, it does sound slightly suicidal.
Switch the numbers out a bit and you’ll have the same “scary” case for pursuing the women’s market. And, I’d submit that, though the numbers might not YET be as convincing with regard to consumers engaged in sustainability, they are surely headed there. Still, there are plenty of brand decision-makers that need serious convincing to change their usual ways or focus. Excuse me? Why do they need to be convinced or pushed to keep up with consumers?
There are lots of people in the U.S. who are fifty or older (the US Census helped us see THAT coming long ago), women do the majority of the household good buying (did we really need research to prove it?), and environmentally and socially responsible consumers are making their growing list of expectations very well known these days. So, again, what gives?
Perhaps marketing decision-makers don’t need proof of these trends as much as they need change agents to light a match that starts a blaze that CAN’T be denied. To catch up with today’s consumers, you have to first be able to admit that you need to. (Ohhhh.. that could be a tough one.)
The many knowledgeable in-house and consulting 50+, women’s and sustainable consumer market advocates will be here when you are finally ready.
