Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Articles of interest for Wednesday, August 26, 2009

From this week’s Harris Poll: Four in Five Americans Made Cuts to Personal Spending Due to Economy http://tinyurl.com/ll6mtg

As the economy has suffered over the past year, one area where consumers have been impacted is in their spending. Four in five Americans (79%) say they have made cuts over the past year in their personal spending due to the economy. One-third (32%) have made a lot of cuts while almost half (47%) have made some cuts. Just one in five Americans (21%) have not made any cuts in their personal spending due to the economy.

 

From the Hartman Group: Spending Once, Giving Twice: A New Twist on an Old Practice http://tinyurl.com/m9brgm

Prepaid gift cards have seemingly become the perfect answer to the age-old question of “what to give” for any occasion. Created as an antidote to what some view as mindless consumption, charity gift cards take the ritual of giving and align it more closely with what is believed to be a more considered decision.

 

‘Recession Shoppers’ Pursue Value, Not Just Discounts http://tinyurl.com/l8nufa

Researchers have found that as economic duress presses down on wallets, online shoppers increasingly scour the internet for the best value on their purchases, not just low prices, MarketingVOX reports. In essence, “Value is the new black,” proclaims the study by Penn, Schoen & Berland Associates.

 

U.S. Consumers Feel Loyalty Reward Programs Not Relevant http://tinyurl.com/maykou

According to consumer survey research released by Direct Antidote, far too many mailings, emails and Facebook messages that companies send to their loyalty reward program members miss the mark. Only 32% of U.S. consumers rated reward program communications 8 or higher on a 1 to 10 scale for measuring relevancy to their personal needs, with 68% giving a score of 7 or below.

 

From Progressive Grocer: Fewer Consumers Can Afford to Buy Healthy Foods: Survey

According to a recent survey by Chicago-based food industry research firm Technomic, the recession is playing havoc with shoppers’ access to more nutritious foods. The survey found that while over half of consumers are more concerned about what they eat today vs. a year ago, 70 percent said that healthier foods are increasingly difficult to afford, 53 percent said they often buy less healthy foods because they’re cheaper, and 44 percent say their budgets keep them from eating healthier foods.

Filed under: caused based marketing, economy, gift giving

For Unilever, P&G, No Good Deed Is Going Unpunished

High-profile stances on social causes can have unintended consequences as “ethical marketing” encourages consumers and activists to delve into corporate policies in ever-greater detail. Procter & Gamble and Unilever have become lightning rods, in part because of their stances on environmental and social issues.
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For Unilever, P&G, No Good Deed Is Going Unpunished – Advertising Age – News
BATAVIA, Ohio (AdAge.com) — Greg Allgood, who directs Procter & Gamble Co.’s Children’s Safe Drinking Water program, recently has spent a lot of time demonstrating Pur’s purification packets for developing countries that turn disgusting, brown water crystal clear. On one TV appearance last week, he accidentally took a swig from the dirty “before” water instead of the treated water in a clip that made the rounds to “Countdown” on MSNBC.

Filed under: advertising, caused based marketing, Consumer, environment, social responsibility

Whole Foods Lines Up Suppliers to Help Fight Poverty

Whole Foods continues to support Whole Planet Foundation with it supplier alliance partners. The foundation fights against poverty by microlending to individuals in areas including agriculture, textiles and other handicraft work.
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Whole Foods Lines Up Suppliers to Help Fight Poverty

MARCH 07, 2008 — Whole Planet Foundation, a Whole Foods Market nonprofit organization dedicated to combating poverty in developing countries, said yesterday it has created a coalition of natural foods companies called Whole Planet Foundation Supplier Alliance for Microcredit, which has pledged $1.05 million over three years to help support the Foundation’s microlending programs.

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Filed under: caused based marketing, social responsibility

Google Supports Ben & Jerry’s ONE Promotion

In an effort to fight poverty Ben & Jerry’s and Google have partnered in a new campaign, ONE. The aim of the campaign is to raise public awareness about poverty, hunger, disease and efforts to fight these problems in the world’s poorest countries.
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MediaPost Publications – Google Supports Ben & Jerry’s ONE Promotion – 03/07/2008

GOOGLE AND BEN & JERRY’S are partnering to promote ONE, a group dedicated to eradicating world poverty.

Ben & Jerry’s recently introduced four new flavors, including ONE Cheesecake Brownie, which is cheesecake flavored ice cream with cheesecake brownie chunks. Each of the containers has information on the organization.

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Filed under: caused based marketing, CPG, Promotions, social responsibility

Advertisers: Americans Love ‘Sustainability’ In Brands

The green revolution is far-reaching. Roughly half of American consumers take
into account “sustainability” when choosing a brand, according to a new survey
of 22,000 consumers by Information Resources, a market research firm

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MediaPost Publications – Advertisers: Americans Love ‘Sustainability’ In Brands – 01/10/2008
THE GREEN REVOLUTION IS FAR-REACHING. Roughly half of American consumers take into account “sustainability” when choosing a brand, according to a new survey of 22,000 consumers by Information Resources, a market research firm. The Information Resources survey broke down “sustainability” into four key areas. In addition to environment, they include: health and labor practices; organic; environment-friendly products; environment-friendly packaging; and policies for employees and suppliers, principally from growers and manufacturers.

According to the IR survey, 29% of respondents said they look for environment-friendly products or products with environment-friendly packaging, 23% considered “fair trade” or environmental practices when choosing where to shop, and 39% look for organic products. Overall, 48% of consumer respondents fell into at least one of these overlapping areas.

Filed under: advertising, caused based marketing, Consumer, eco-friendly, environment

2008: Eco-Marketing To Take Front And Center Stage

Next year expect to see global marketers pitch consumers’ inner ecologist. Among
the areas that will see the most change: bottled water, cosmetics, grains and
cereals, organics, fair trade products, luxury home care products and product
labeling, according to the Mintel Global New Products Database.

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MediaPost Publications – 2008: Eco-Marketing To Take Front And Center Stage – 12/03/2007
NEXT YEAR, EXPECT TO SEE global marketers pitch consumers’ inner ecologist. Sure, there are catalogues like Harmony and Gaia aimed at eco-minded consumers. But Chicago-based consultancy Mintel is predicting a raft of new products from mass-market companies.

The firm served up a list of consumer packaged goods categories that will see a big shift in the spectrum toward green. The Mintel Global New Products Database was developed by Lynn Dornblaser, senior new product analyst at the firm, and a colleague in London. They found that the areas that will see the most change are bottled water, cosmetics, grains and cereals, organics, fair trade products, luxury home care products and product labeling.

Filed under: advertising, caused based marketing, Consumer, eco-friendly, environment

All I Want for Christmas Is a Compost Bin

Eco-friendly retailers are touting ‘Green’ holiday presents, carbon-offset gift certificates and other environmentally friendly gifts. While it’s difficult to track the sales of all so-called green or eco-friendly goods, demand for more energy-efficient appliances has grown recently, as have purchases of organic products.

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All I Want for Christmas Is a Compost Bin – WSJ.com
Are soy candles and spinning composters on your holiday list this year? A bevy of so-called green retailers are hoping so.

With so much public attention on climate change and sky-high oil prices, these retailers are pitching energy-saving or recycled items that haven’t traditionally been on most people’s wish lists — a low-energy desk lamp, for example. And while many retailers have boasted luxury wrapping in past years, companies are this year proffering natural and biodegradable packaging — or none at all.

Filed under: caused based marketing, Consumer, eco-friendly, environment, fashion, gadgets, gift giving, holidays, organics, trends

Poll: Economy To Stifle The Season’s Do-Gooderism

While Americans love to give gifts with soul, the Cone Holiday Trend Tracker
finds that the rising cost of energy and housing is impacting this desire in a
big way. The percentages of people who will donate or purchase from a retailer
supporting a cause are way down from last year. Even the spirit of volunteerism
took a hit, with just 25% planning to volunteer, down from 49% last year.

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MediaPost Publications – Poll: Economy To Stifle The Season’s Do-Gooderism – 11/27/2007
DON’T LET ALL THE CLAWING and scratching in Best Buy and Wal-Mart parking lots fool you: A new survey says that Americans are keen to give gifts with a soul this year.

Cone, a cause-related branding company based in Boston, reports that 77% of shoppers say they would prefer to select a brand that supports a cause, all things being equal. And 49% say they will go out of their way to find such gifts, reports the 2007 Cone Holiday Trend Tracker, its annual survey of cause-related holiday purchasing attitudes and behavior. About 67% say they believe cause-related shopping makes a difference, and 57% are willing to pay more for a holiday gift tied to a cause. So far, 42% have already purchased or plan to purchase a holiday gift that supports a cause this year, down from 51% last year.

Filed under: caused based marketing, Consumer

Alloy Finds Growing Concern Among Young for Social Issues

This year’s college seniors care more about social issues than any other group before them. This report from Alloy Marketing + Media’s College Explorer Survey is similar to previous reports. Another recent survey from JWT found that 80%    OF American teenagers are concerned about the environment an the role id the US in causing pollution.
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MediaPost Publications – Alloy Finds Growing Concern Among Young for Social Issues – 09/10/2007

THE RETURNING COLLEGE CLASS OF 2007-2008 shows more concern about social issues than any of the previous five classes surveyed by Alloy Marketing + Media’s College Explorer Survey, according to Samantha Skey, the company’s executive vice president of strategic marketing. That’s important news for marketers who want to grab some of their $198 billion in spending power.

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Filed under: caused based marketing, college students, eco-friendly, environment, Teens, Tweens, Young Adults

Pernod Launches ‘Responsibility’ Campaign On Alcohol Abuse

Pernod Ricard, the second-largest spirits and wine company is launching a campaign that focuses on drunk driving.

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MediaPost Publications – Pernod Launches ‘Responsibility’ Campaign On Alcohol Abuse – 09/04/2007
A PUBLIC SERVICE CAMPAIGN THAT focuses on drunk driving, underage consumption and binge drinking was unveiled on Friday–not by Mothers Against Drunk Driving or that group’s ilk but by the marketer of such products as Chivas Regal and Stolichnaya.

Pernod Ricard USA, a unit of Pernod Ricard SA, the world’s second-largest spirits and wine company, published full-age ads in USA Today and launched the complementary acceptresponsibility.org.

Filed under: advertising, caused based marketing, spirits

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