Consumer Pulse Check
Watch out, here comes Wonder-Woman
Brands beware. There’s a highly powerful and increasingly influential segment of women fast emerging.
She’s confident, she’s ambitious. She’s strong-willed and well educated. She’s married. And she earns significantly more than her husband. In short, we call her Wonder-Woman. She represents a large chunk of consumer spending power. And it’s time for brands to take her [...]
2010: A smarter, wiser and responsibly indulgent consumer
Based on our studies, we anticipate the consumer will transition into recovery mode in 2010 and start spending again, but with some degree of moderation.
By contrast to the free-spending days of old, the post-apocalyptic consumer will be more savvy, responsible and prudent – although interestingly, as the year progresses, they’ll be increasingly more likely to [...]
What does it mean to be green?
Being green is not a fad – it’s now officially a trend. In the past two years the number of green-minded consumers has increased from 12% to 38% – and the overall desire to be “greener” has become a universal need with over 90% of consumers believing that “environmental responsibility” is important. By 2010 the green market [...]
// read moreThe thousand days of pain
Last week I had the honor of participating in a panel at the New York Times building and the opportunity to talk about “Marketing in a Recession.”
The event was sponsored by outprofessionals.org, moderated by Stuart Elliott of the New York Times, and featured panelists Rachel Sklar (photo: right), editor-in-large at Mediaite, and Stephanie Blackwood (photo: [...]
Taking time to smell (and harvest) the roses
As technology and globalization continue to expand, our appetite for instant gratification grows with them. Given the fast paced, multitasking, 24/7 society we live in, it’s surprising that one of the biggest growing trends right now is about slowing down. Starting as one man’s protest of a McDonald’s opening in Rome, and fueled by books [...]
// read moreA cultural awakening: the new era of the Yippie
Summer is in the air. It’s a new beginning. And with a sea of tents before you and over 70,000 starry-eyed young adults gathered all around, you’re smack in the middle of the Bonnaroo music festival. It feels like a Gen Y Woodstock and percolating below the hub of excitement a new set of values [...]
// read moreVanity Fair features Jon Sarkin and Mullen’s new art installation
Usually when we have work in Vanity Fair, it’s an ad for one of our clients. But this week, the online version of the magazine has a story on Jon Sarkin, the artist we recently commissioned to interpret the word “unbound,” our new tagline, which describes our recently re-invented way of working and creating. [...]
// read moreThe Extreme Makeover of America
America is going through a significant and profound cultural makeover. Exacerbated by the Presidential inauguration of Barack Obama and accelerated by the social implications related to the Great Recession – there are Macro Trends at large that are fundamentally changing consumer behavior: “from the way things used to be to the new reality.” As consumers [...]
// read moreConsumer Pulse: Smartphones. So Smart, It’s A No-Brainer.
Smartphones are increasingly becoming the “third screen” in consumers’ lives. Driven by the benefits of enhanced utility and versatility, smartphone penetration will increase to about 20% of the mobile phone market within the next few years. Apple’s iPhone has initially driven smartphone growth – other brands will continue to accelerate the adoption of smartphones, including [...]
// read moreConsumer Pulse: Americans Want to Feel the Love
In a down economy, consumers are reevaluating their brand relationships. Authenticity is the new sex symbol, as consumers are looking for real and meaningful connections. Any brand that doesn’t shape up is headed for the brand divorce court. In contrast, brands that understand that consumers are looking for love will strengthen their bond.
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