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 seriously.

But who exactly is this Wonder-Woman and where did she come from?

Based on our cultural studies and analysis of consumer behavior at Mullen, we found that the origins of this powerful female segment date back to the mid-70’s, at around the time the comic-book inspired “Wonder Woman” TV series aired across America. During that time, this segment of women (who out-earned their husband) was relatively small, representing fewer than 1 out of 20 married households.

Fast forward to today and we see that the power base of wonder women has significantly strengthened, in that she may be present in as many as one third of all marriages. She’s most likely to be a Gen-Xer between the age of 30-44 years old, and with an average personal income of about $75,000. She’s got a good job, although she’s not necessarily in the top tier of earning power. What defines her is that she’s not just the gatekeeper – but also the primary bread winner in the household.

Essentially, she’s become the Female Head of Household. But she’s not necessarily looking to wield her power – or to gain the upper hand. Nor is she looking to make a dominant gender statement, or to put her career ambitions before everything else. On the contrary, she’s looking to attain a better life work balance, in pursuing her career and managing her matrimonial and maternal responsibilities. In this regard she’s trying to master it all and to vanquish the arch enemy of her “to-do-list” with a swashbuckling tenacity – all without compromising her sense of individuality.

From a marketing standpoint, what’s truly fascinating about Wonder-Woman is her potential impact on society as a cultural tipping point. Not only is she changing the economic dynamics within the institution of marriage, but she’s also causing the fundamentals of “socially-accepted” gender roles to be questioned. Among her friends, family, and interactions with stay-at-home moms, she’s confronted with managing self-identity and stereotype dilemmas. And certainly, from the perspective of the relationship with her husband, she’s also faced with some unique challenges within her own household. Especially for a Wonder-Woman who has children, there’s the added issue of the interchangeable nature of parenting and nurturing roles within her marriage. There’s also the high likelihood of a Mr. Mom scenario and a role reversal within the relationship dynamic: “Behind every good woman, there’s a good man.”

Given the cultural significance of all this, it would seem surprising that few brands have empathized with the challenges and complex dynamics of a Wonder-Woman household. Certainly for female-skewed brands, there would seem to be a significant marketing opportunity in identifying with and targeting this valuable consumer segment. Not just because of Wonder-Woman’s spending-power, but also because she’s a key purchase influencer, propagator of word of mouth and opinion leader. That makes her an important target audience consideration that few brands can afford to ignore.

However, for brands that do decide to overtly target Wonder-Woman, it’s important to also recognize that engaging her isn’t going to be easy. Brands will need to recognize her unique needs, be relevant in how they speak to her, and  appreciate that her advertising defense systems are likely to be on full alert. For sure, relying on a one-message-fits-all approach or resorting to the “old ways” of mass advertising is less likely to work. Intercepting and engaging Wonder-Woman is going to take a highly targeted and focused messaging approach. Taking the following insights into consideration could help to increase a brands potential to win her over:

1. She will identify with being enabled – make your brand her secret weapon
2. She’s more receptive before she goes shopping, don’t wait until she gets to the POS
3. Earn the right to be part of her world, don’t assume she’ll automatically be part of yours – she’s active in the social media space, blogs and online communities
4. She’s multi-tasking when  wearing the Wonder Woman costume. Some brands might fare better trying to engage her when she’s off-duty.
5. For a Wonder-Woman with kids, don’t forget about Mr. Mom – her husband is still a key influencer in considered purchases
6. Understand her emotional needs – and she could become your most ardent brand ambassador

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 splurge on “justifiable indulgences.”

Their spending mindset: cents and sensibility
In the wake of “The Great Recession” consumers have realized that unwieldy debt burdens and little to no savings makes them vulnerable to economic ruin. As a result they’re looking to regain control of their own financial destiny and seek out new ways to afford what they need. Their New Year’s resolution is “buy smart, or not at all.”

Shopping is a full contact sport
Consumers have upped their game when it comes to shopping strategies. They’re shopping around more – 75% of consumers state they use five or more channels just to get their grocery shopping done. Even when they are not shopping around they’re working every angle to their advantage – from trawling blogs, online search, deal aggregator websites, joining communities and seeking out e-coupons.

Culturally, looking back to the future
Consumers are regressing back to behaviors from days of old, but with new reasoning. For example, more consumers are line drying their laundry, with an eye towards saving money and justifying the environmental benefits. The victory garden has returned as a way to teach kids about healthy eating. And knitting is also back, as a way to save money and provide emotional therapy.

The oxymoron of naughty but nice
Consumers have a renewed desire for life’s little pleasures – but their resultant behavior is likely to be tempered by “devil vs. angel” psychology. They want to occasionally indulge, but need to feel guilt free in doing so. Many will happily treat themselves to a pint of Haagen Daaz (Five) knowing that it tastes great – and has reduced fat, and is also additive-free. But ostentatious indulgence is still likely to be out of bounds.

What are the implications for brands?
• Make consumers feel smart. Give them good reason.
• Create a multi-channel brand experience and make comparison shopping easier. The results might surprise you.
• Being traditional can be innovative. How can you make brand heritage feel contemporary?
• Strike up the emotional benefits of the brand and the consumer will play along.
• Indulgence is a permissible sin again – but be careful how you talk about it.

New Earthkeepers OOH

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 is projected to reach $400 billion. Given its growing significance and relative profit potential, we dug deeper to better understand the implications of being green for marketers:

1. There Are Shades of Green
There are no green strereotypes, and the widely held belief that green means granola-chasing tree hugger is just not true. According to Earthsense, there are four distinct green consumer segments: “selectives,” “habituals,” “believers” and “enthusiasts” – each with their own unique set of varying green attitudes, characteristics and buying behaviors.

2. “Green Consumer” is an Oxymoron
Consume is the exact opposite of what a green-minded consumer tries to do – being green is driven by preserving resources, not consuming. Today, green has a double meaning with consumers looking to save the planet and save money, as they look for ways to weather the recession – especially among the “enthusiasts.”

3. It Isn’t Easy Being Green
There are significant barriers inhibiting the mainstream adoption and growth of green-products: including, perceived performance, convenience, and cost. In addition, consumers are skeptical of companies that claim to be green and they’re increasingly wary of “greenwashing.” What’s driving the consumer hesitancy is that only 2% of green products have a truly legitimate claim.

4. Don’t Call Me Green
It’s wrong to call someone that thinks and behaves green…well, green. Green has become a dirty marketing word to sell products. Green consumers prefer to be called sustainable, eco-conscious or environmentally friendly, given that’s their endgame.

What are the Implications for Marketers?

• There’s no on one-strategy-fits-all green solution – take a targeted approach to increase green relevancy
• It’ll take a “green plus brand benefit” approach to overcome consumer barriers to trial
• The “greenest” segments will most likely shrug off your marketing efforts, no matter what
• Educate to motivate, so that consumers won’t wonder about what makes your brand green
• Be green, act green, market green, but don’t say green in your marketing

photo credit: Aliya Hallim-Byne

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: left), co-founder of Double Platinum.

When the first question was thrown out and I was asked “how’s the recession impacting the consumer?” – there was one thought I just couldn’t get out of my mind. In responding to the question, weighing up the social and economic trends related to this new era of fiscal responsibility – and in thinking about the extensive research we’ve conducted around the country, there was only one thing I could say on behalf of the consumer:

“It feels like a thousand days of pain.”

What I was thinking about harkens back to the “unofficial” beginning of the Great Recession in August 2007 when the news about the sub-prime crisis first broke – and when consumer sentiment began its rapid descent. And in looking into the foreseeable future my thoughts about the consumer were projected through to around May 2010, when perhaps, consumers might universally start to feel better about life again.

But to be clear, I wasn’t just talking about the one-out-of ten Americans who are without work, or the nearly one-out-of-five homeowners who are at/or near “underwater mortgage” levels. I had every consumer segment in mind, including the wealthy, middle and lower income groups – across a diverse spectrum of consumer segments, including Caucasian, Hispanic, African American, even GLBT consumers – and beyond.

I was thinking about how the consumer feels about today’s everyday reality and their diminished discretionary spending power, as compared to the “old days” of liberal consumption fueled by easily attainable credit. By contrast, I was contemplating the emergence of the “new normal” – where frugality rules (yes even among millionaires!) and almost all purchase decisions become a considered consumption. Even despite the recent early signs of economic hope, I talked about how “prudence” as a shopping behavior is more likely to linger for another 6-9 months, even after consumer sentiment begins to rebound.

I projected forward in how I believe consumers are likely to continue exhibiting “spending paralysis” and “unconsumer” like behavioral characteristics. For example, in the year ahead, I suspect that consumers will continue to be more likely to save and reduce their personal debt levels, than spend. Or consumers may look for ways to renew and renovate, as opposed to always buying new. And if they do spend, they’ll rather trade down, or make more distressed purchases only when absolutely necessary – and perhaps at best, splurge on the smaller and more affordable every day luxuries.

But rather than commiserate with the challenges – my thinking transitioned onto the opportunities for marketers during this Great Recession. In striking a more optimistic tone, I argued that consumers might occasionally break out of their spending malaise, but to do so, they would have to feel that the purchase “is really worth it.” I echoed the sentiment that a brand will have to go out of its way to engage consumers in a highly relevant way for this to happen – but that it won’t just occur by applying the same old tricks of traditional mass marketing.

With all this in mind and following a spirited debate among the panel members, the Q & A commenced and the conversation focused on the potential for marketers and agencies to successfully navigate the days of pain ahead. Based on my observations, here’s where I think the collective power of wisdom netted out, in identifying seven key themes to winning in a recession:

1. Innovation is a prerequisite
2. Take a risk: not taking one is more risky
3. Focus is key, differentiate or die
4. Deliver more value through enhanced benefits, not lower price
5. Don’t forget the fundamentals – trust and authenticity
6. Targeting precision beats mass efficiency
7. Communicate your brand’s values

Hopefully, the attendees left the event with a renewed sense of optimism and perhaps a better understanding of how to navigate the recession. Although at a minimum, I suspect many had made a mental note of May 2010 in calculating there are now only 250 days of pain to go!

Either way, what was clear to all – is that the thousand days of pain will have a profound impact on the consumer and that will likely change their purchasing behavior forever more.

Combining Missions:  If an environmentalist, an ecologist and a foodie got together.

Slow Food is about being “everything fast food isn’t.”  It’s about rediscovering and celebrating locally sourced foods and cooking traditions that have been lost for the sake of mass production. On their main websites (slowfood.com and slowfoodusa.org) gastronomic seekers can find everything from sources for heirloom seeds to directions on how to make traditional Valasis Rye Bread.

Quality, not quantity

Those leading the slow foods movement believe that in a world of processed foods, quality ingredients have been lost.  They believe that by focusing on quality ingredients and taking time to enjoy food (they are pushing for the return of the two hour lunch), meals are not only more flavorful, but healthier. They look to bring this healthy attitude to the world by working to support more community gardens and finding ways to bring healthier, planet friendly foods to the National School Lunch Program.

DIY Consumer: Nothing is more local than your backyard

Local sourcing can mean discovering a local winery, but there is also a growing trend towards growing your own.  Perhaps inspired by Michelle Obama’s victory garden, raised garden beds are cropping up everywhere from suburban backyards to urban fire escapes. This goes beyond fruits and veggies – as  consumers have even started raising their own chickens. The trend has become so popular that companies like Eglu (omlet.us) provide designer coops – so you can have the chicest chicks on the block.

Where does it go from here?

The idea of taking time to enjoy things is not limited to food.  Since the slow food movement launched in 1986, it has sparked similar movements in other industries such as Slow Travel, Slow Reading and Slow Cities (which seeks to preserve local customs). As the pace of society continues to grow, we can expect to see more of these types of movements as consumers look for balance in their hectic lives.

What are the implications for brands?

• Look for opportunities to increase impact by serving multiple consumer interests (green + foodie, quality + local, etc.)
• Stand up and take credit for what you might already be doing – particularly any local sourcing
• Don’t be afraid to promote quality in a downturned economy. Small enriching experiences go a long way.
• Think of how your brand can provide balance in consumer’s lives.  If you are not leading the trend, can you be leading the counter trend?

1. Yippiedom is part of a cultural cycle.
For Gen Y, being a Yippie parallels days gone by with a war that harkens back to the ‘60s, an economy that’s reminiscent of the 1980s and a desire for community that’s almost boomer-like. But rather than reject the past, they think it’s cool to pay homage to the generations that came before – and feel that it’s OK to learn from those prior experiences. They want to embrace establishment, not reject it.

2. There’s an unrequited love for nostalgia.
For New Yippies, much of their culture is shaped by events they’ve heard about but never experienced. From throwing ‘80s prom-themed parties to identifying with the era of pop music and MTV, they seek out meaningful experiences that are generationally unifying. However, instead of reinventing the wheel, they’re looking to rekindle “positive cultural values” and celebrate the good old days of the past.

3. Retro-chic is in.
From skinny jeans, to the timeless appeal of a Tiffany’s peace necklace, neon-colored tights and peasant tops, Yippie hipsters are shaping their style choices based on authenticity and the best of yesterday. Gen Y Yippies seek out the “new vintage” clothing from stores like Lucky Brand Jeans and American Apparel. And while they want to create a new sense of identity – they may even look to nearly new stores to find real “classics” from a bygone era.

4. There’s a powerful desire to feel connected and liberated.
Yippies are looking to connect online and foster relationships outside of the digital space. They want to break out of the confines of the stereotypical labels such as “entitled, self-absorbed and selfish.” They embrace the digital world, but in many ways, view technology as the means to the ends. Yes, they’re the Internet generation, but they also want real experiences, and to be part of music festivals and free-spirited flash mobs. Spontaneity rules.

What are the implications for brands?

• To increase relevancy, discover your brand’s inner vintage – and it will be cool for a whole new generation of highly influential Yippies.

• Find ways to fulfill the need for community – online and offline, by connecting the digital space to live events.

• Use social media to facilitate and enhance experiences in “real life.”

• Always be authentic. Striking the right balance of contemporary and classic allows Yippies to express their self-identity and connect with the nostalgia of the past.

After his stroke, Sarkin was gripped by an overwhelming artistic drive. And since that fateful day, he has not stopped compulsively producing artwork. Creating paintings, collages, and sculptural works that are inspired by the likes of Robert Rauschenberg and Andy Warhol, Sarkin blends cutout images, painting, words, and song lyrics to create mesmerizing and often mysterious pieces. Sarkin has become not only a medical sensation who appeared on ABC’s Medical Mysteries but also a commercial success: Tom Cruise has bought the rights to his life story, and some of his pieces command prices in the tens of thousands of dollars.

It goes on to describe the finished piece as classic Jon Sarkin: it’s covered with colorful loose strokes, cutout faces, and words that evolve for the viewer after multiple visits. Culled from places in his mind even he cannot explain, the mural’s words and images include a version of the Jack Kerouac quote, “Fame is like old papers blowing down main street,” and a painted-over picture of iconic rocker Van Morrison. Some things are better left unexplained, and Sarkin’s newest work is no exception.

Watching Sarkin work was as incredible as the painting. Imagery would be there one day and gone the next. Jon would often grab an employee and discuss ideas for how to best portray inspiration, or hope, or the future. How those conversations influenced him, I’m not sure. But he seems to embrace stimuli from everywhere.

Once during the project, when the painting had changed dramatically from the previous day, I asked Jon how he knew when the work was done. “It’s done next Tuesday,” he told me. “You’ve given me a deadline. So that’s when it’s finished.”

Leads me to believe a Jon Sarkin painting is never finished. You, the viewer, have to complete it in your own mind.

1. Old is new
A new type of consumer is emerging – the “unconsumer:” who isn’t as quick to default to always buying new. They’re looking to make things last longer (e.g., they repair shoes at a cobbler) and are unashamedly shopping at nearly-new stores. Their “unconsumer” stay-with-the-old mindset also impacts big ticket purchase behavior, influencing decisions like buying “certified used” vehicles vs. new – and remodeling or purchasing older homes over new construction.

2. Goodbye me, hello we
It’s not cool to be self-indulgent and egotistical. An entitled “me-me-me” attitude is becoming less common as the Millennial “generation-we” comes of age, and consumers in general become more connected – and more concerned about finding purpose in life. Racial barriers continue to be broken down – as the growth of cultural diversity and increased levels of mutual acceptance signal a shift to the “collective-we” and the birth of an ethnically rich, new socially conscious Americana.

3. Help yourself rules
Tainted by an era of “greed is good” and abuse of power, consumers are highly skeptical about the motives of corporations – and are especially wary of service providers. Rather than turn to the experts for advice, consumers will increasingly trust themselves to make their own decisions – or seek out the opinion of peers. As a result, consumers are becoming more self-reliant and self-sufficient, in everything from preparing their own taxes, managing their financial affairs, even educating themselves by earning degrees and MBAs online.

4. Openness trumps fear
In the wake of 9/11 fear preyed on the minds of Americans, but since then that fear has gradually receded as consumers have recovered their sense of fortitude and resilience. What has evolved most recently is the increased desire for sharing – and an unleashing of the need to be more self-expressive and to behave less privately. Through their adoption of social networks, consumers have exhibited behavioral therapy in being more outwardly driven, candid in their opinions and less restrained.

WHAT ARE THE IMPLICATIONS FOR MARKETERS?

• Align your brand with the new realities – is it time for an extreme brand makeover?
• Extend the life of your brand by making money out of “re” branding: e.g., repair, resell, renewal, or refill, etc.
• To increase brand relevance, enable consumers to help themselves – e.g., tools, mobile apps, widgets
• Open up your brand and make it part of the community of greater good – otherwise, it will be excluded

What makes smartphones so smart?

For consumers, smartphones translate into a powerful, Web-on-the go means of connecting – enhanced by GPS and add-ons – and wrapped up in a portable, rather cool-looking device. They deliver an easy, fast, relevant and personal user experience that makes the old cell phones look, quite simply, old-fashioned. Leading brands are already embracing the potential of smartphones – eMarketer forecasts that mobile advertising will grow from $648 million in 2008 to $3.3 billion in 2013.

Smartphones are not just for early adopters

While their popularity was jump-started by techies, hipsters and the corporate elite, smartphones are now a natural fit for texty Gen Yers, a boon for busy moms and increasingly, a requisite for road warriors – thus triggering speculation that smartphones may replace laptops in the workplace one day. In the future, the democratization of smartphones will likely be accelerated by a shift to an ad-funded business model, making smartphone technology accessible to the mainstream.

The growing app-licability of smartphones

The smartphone access point for many brands has been through downloadable applications – or “apps.” The best apps offer functionality and engagement, as well as branded personality. Kraft’s iFood app provides recipe ideas, built-in shopping lists and supermarket locators to family chefs on-the-go. Godiva’s app enables on-demand purchases and “closest store” locators for last-minute gift buyers. iPhone’s app store is eyeing its billionth download, and RIM just launched App World, much to the delight of Blackberry users.

WHAT ARE THE IMPLICATIONS FOR BRANDS?

• Get smart, quick – and consider your brand’s mobile utility for consumers. Think about how they might engage with your brand using smartphones, when they’re on the go.
• Strive for staying power when it comes to apps. Less relevant apps have a shelf life of just 30 days, but a rich, engaging brand experience can extend their long-term value to consumers.
• Ensure your website is smartphone-friendly. Minimize download times, limit images and the need for scrolling and include alternatives for Flash. Invest in style sheets to present your site the “right way” for specific devices.
• Harness the social potential of smartphones, which let people access content anytime, with anyone. How can your brand spark a consumer conversation on a smartphone?

2. Be generous, caring and understanding – give back
In the new era of fiscal responsibility, one of the biggest consumer turnoffs is greed. Consumers are looking to avoid brands that are associated with excess and conspicuous consumption – they’re seeking out responsible brands with a genuine heart. Brands that show they care and are most giving in what they have to offer – through distributing free samples, providing cash back, even giving back to the community, are most loved.

3. Saving time is more valuable than saving money
Half of America feels that “a lack of time is a bigger problem in their lives than a lack of money.” And brands that take the time to make things a little easier for consumers will garner the most affection. Timesaving solutions to find information, get advice, connect with a live person and simplify the process (e.g., tools) – are considered brand acts of endearment.

4. Always show appreciation; no one wants to be taken for granted
At a time when consumers are cutting back and trading down, customer service is the one thing that keeps a consumer committed. While consumers are willing to accept a slight decrease in quality to save some money, they don’t want to sacrifice on good service. Showing appreciation, and gratitude, is a brand turn-on.

WHAT ARE THE IMPLICATIONS FOR MARKETERS?

• Consumers want the truth, the whole truth and nothing but the truth – in good times and in bad. Find ways to demonstrate your brand commitment to honesty and integrity.
• Love your consumer freely and openly. Seek out the emotional connections that evoke passion, and give, without hesitation.
• Saving time and simplifying is a brand token of love – be convenient, efficient and accessible.
• Always remember to say “thank you.” Don’t scale back on service.