Tag Archives: culture

JWT Intelligence’s 2016 Top 100 Trends

25 Mar

Every year, JWT Intelligence predicts 100 trends to follow: The Future 100: Trends and Change to Watch in 2016 is a report “featuring original analysis and insights on the 100 most dynamic trends for the coming year across 10 key sectors.”

The 2016 report includes trends regarding culture, tech and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail, health, lifestyles, and luxury. [Note: You can download the full report for free by filling out a simple form.]
Here is a video trailer on the 2016 report.

The Future 100 — Video Trailer 2016 from JWT Intelligence on Vimeo.


SSI: Generational Differences More Insightful Than Cultural Ones

9 Dec

As marketers, we are always looking at better ways to understand our customers and potential customers. We spend a lot of time studying consumer lifestyles and cultures.

With the preceding in mind, let’s consider these observations by Pete Cape (director, global knowledge in the London office of research firm SSI), as reported by Quirk’s Marketing Research Media:

“What’s the woman in this photo doing? If you think she’s dialing a phone number, perhaps you’re a Boomer (and you probably know how to work a rotary phone!). If you said she’s texting, you’re probably from Generation X. If you think she’s uploading a selfie to Instagram, you may be a Millennial – and if you imagine she’s adjusting her home-heating temperature as she leaves the office, you’re perhaps part of the generation to come.”

“The finding from SSI’s recent study of digital citizens in the U.S., U.K., Australia, France, Germany, and Japan is that differences are more likely to be generational than cultural. Some of these generational differences are large – and also more subtle than stereotypes might suggest. Boomers use smartphones; Gen X still love CDs; Millennials still have PCs. Each generation simply uses this technology at different times and in different quantities.”

“It’s useful to think of Boomers as digital immigrants who had to learn new technologies from scratch because the technologies didn’t exist while they were growing up; Gen X as digital pioneers, who grew up learning to use these technologies; and Millennials as digital natives who didn’t have to learn anything at all – this technology was always just part of their lives.”


Cereal Marketing Goes Global

26 Aug

Until recently, U.S.-style cereal brands were not popular in many countries around the world for a variety of cultural and taste differences. Now, the largest cereal marketers are fine-tuning their offerings and aggressively seeking foreign markets — as the United States marketplace is saturated and seeing very slow growth. The leading global hot cereal brands include several Quaker products (from PepsiCo), while the leading cold cereal brands include Kellogg’s Special K, Post (from Ralcorp Holdings), and Cheerios (from General Mills).

As E. J. Schultz reports for Advertising Age: “As global demand grows for American-style breakfast foods, cereal marketers are battling to make their brands the top choice in China, India, Brazil, and elsewhere, where staples like bread and fish have been the traditional morning norm. The competition is fierce among Kellogg Co., PepsiCo, and Cereal Partners Worldwide, a joint venture between General Mills and Nestle. Together, these giants control roughly 52% of the nearly $30 billion worldwide hot- and cold-cereal market, according to Euromonitor International. Opportunities are arising as consumers across the globe are acting more like Americans, the research company said in a recent report: ‘Breakfast was traditionally a sit-down meal in most markets, but is now often eaten hurriedly or on the go in the form of snack bars or ready-to-eat breakfast cereals.'”

Click the chart for an in-depth look by Advertising Age.

From Advertising Age. Source: Euromonitor International. Market size includes both hot and cold cereal.


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