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Movements in U.S.

culture impacting

brands in the

year ahead.

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Introduction01

Presentation of Business Problem

02

Top ConsumerTrends of 2017

03

Workshop04

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STEEP Factors

Social

Technology

Economic

Environmental

Political

Values

Drivers of consumer behavior like “convenience” or “fun”

Different between cultures and generations

Stable over time

Trends

Share common values or motivators

Reveal how consumer attitudes and behaviors are changing

Allow us to connect with consumers more effectively

In order for brands to

most effectively

connect with

consumers it’s

necessary to

understand the core

values that drive their

behaviors. .

Acme Widgets Worldwide is a $700 million company that sells

sprockets at third party retail, owned retail, and third party

ecommerce. Currently, Acme has strong brand awareness and

solid brand affinity. Its social media following is relatively large,

and it has a robust consumer database.

Acme’s current consumer base skews older – 35 to 64 (leaning

towards the upper end) years in age, and the company is launching

a new line of sprockets intended for 18-45 year olds (leaning

towards the lower end), with the goal of expanding their consumer

audience to a younger swathe of the population. They have $1

million in marketing budget, including media spend.

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Acme has conducted extensive consumer research to understand

its target audience. They are tech savvy, but are not true early

adopters. They split 50/50 between men and women, and live in or

near urban & metro areas with HHIs of $50-100k. They’re heavy

mobile device users and are avidly engaged on social media,

predominantly Instagram, Facebook, and increasingly Snapchat.

Acme’s research shown that their desired audience leans

progressive on political and social issues.

With this in mind, you and your team have been tasked with

recommending a marketing mix – strategy and tactical

approach – to most effectively reach this new audience,

introduce them to Acme Widget Worldwide’s new line of

sprockets, and move them down the sales funnel.

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Moving Beyond Millennials Be the Change Data-Driven ContentReality 2.0

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25%

Gen Xers account for 25% of the population, but 31% of U.S income (Iconoculture 2016)

31%

Moving Beyond Millennials

70%

70% of Gen Xers report to be brand loyal, more than Boomers or Millennials (eMarketer 2016)

64%

64% of parents of Gen Z children say that they consider their kids first in every decision, a 30% increase over their own parents (Iconoculture 2016)

22 years old – 35 years old

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21 years old - younger

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37 years old - above

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88%

88% of consumers agree corporations have the power to influence social change. (JWT, 2016)

Be the Change

57%

57% of Americans are frustrated with the federal government. (Pew Research Center, 2016)

89%

89% of American consumers said they would consider switching brands to one associated with a good cause if price and quality were equal (Brookings Institute, 2013)

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Twitter & Instagram posts that mention #deleteuber

Twitter & Instagram posts that mention Uber

Twitter & Instagram posts that mention Lyft

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Reality 2.0

Innovation in virtual reality (VR),

augmented reality (AR) and live-

streaming make it possible for

consumers to access enhanced

reality and experiences. Artificial

intelligence is making every day

experiences seamless and smarter

– both virtual or IRL.

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Companies like Wayfair

and Ikea are using

augmented reality to

position their products

within the context of

consumers’ lives,

bridging the gap

between home and

retail.

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Other brands and entities

have used VR and AR to

immerse consumers in

the process and

experience of their

products.

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Data-Driven Content

Consumers have become increasingly skeptical of

advertising as they face an ever growing deluge of

content and messaging from more and more brands.

In order to stand above the fray and get noticed,

brands need to up their content game. Brands should

expect to leverage the vast amount of consumer data

available to provide tailored, relationship-building

experiences to their audiences.

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24%

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Know your brand; know your audience.

Zero in on where you stand, where your audience

stands, what your consumers want, and what you can

provide. When you are confident in your knowledge of

these elements, you can move forward confidently in

your marketing and business decision making.

And now, back to the business problem at hand.