Consumer Insight - May/June 2014

Ownership

ownership consumer insight june

 

WHAT

As American consumers become more optimistic about the economy and their own pocketbooks, let’s take a look at ownership of property and other assets.

WHY

While few really believe that dying with the most toys is a victory, we humans still are fond of gathering possessions. Here’s to seeing how our mindset on belongings relates to other areas.

 
 

What Brands Can Do!

According to Mintel, a significant proportion of consumers are trying to cut back on buying. The recession made even the financially comfortable pause. Prudence and self-reliance became fashionable, while the boom-era conspicuous consumption started to look irresponsible.
  • Consider creating tiered product levels for your brand in order to help consumers find a comfortable price point.
  • Advertise and market accordingly. Focus your methods and messages in ways that make sense for your targeted customer: Digital/mobile advertising may be just the ticket for your brand; perhaps your positioning takes a more conservative approach if you have consumers very concerned about what they have.
 
 

Research provided by Mintel.
Mintel is a leading global supplier of consumer, product and media intelligence. For 40 years, Mintel has provided insight into key worldwide trends, offering exclusive data and analyses that directly impacts client success. Contact Mintel at info@mintel.com or 312-932-0400. www.mintel.com.
 

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Anyone who works (with the exception of volunteers, unpaid interns and the like) can bring home the bacon — even kids, thanks to lemonade stands and lawn mowers.

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