Ottaway Communications, Inc.
CONSUMER TRENDS IN ADVERTISING AND MARKETING FALL 2010
CONSUMERS BUY FROM COMPANIES WHOSE VALUES MATCH THEIRS: This according to 71% of the respondents to a survey by New York agency, Young & Rubicam. “I make it a point to buy brands from companies whose values are similar to my own.” Nearly the same number rejected companies whose values don’t’ match.
VALUES TODAY’S CONSUMERS ARE LOOKING FOR: Transparency, honesty, kindness, good stewardship, humor.
SELF-RELIANCE IS AN INCREASINGLY IMPORTANT VALUE: In this economy more and more consumers are moving from consumption to production. Americans want to do more things and make more things on their own. There’s huge opportunity in providing the tools, materials and skills to do that according to the Y&R survey.
CONSUMERS ARE MOVING AWAY FROM FIXED COSTS PURCHASES: Pew Research Center data shows that people are starting to shift their concepts about what they can live without. This even includes TVs, air conditioners and dishwashers. They are dropping their landline phones, second cars and using Hulu instead of having a cable bill.