Blog: A changing marketing climate
Chris Brook-Carter | 13 November 2003
So it was with a little surprise yesterday that I learnt that the fastest growing research category on just-drinks dealt not with facts and figures but with concepts and, even worse, marketing concepts.
The author of these reports is a company called style-vision and its research is based around the idea that consumption is driven by mood and themes. They argue that due to the saturation of advertising in the marketplace, targeting people is no longer about age, sex or other demographic data but more about fashion, inner beliefs and social attitudes.
Once I had turned my marketing babble filter off, the reports really do raise some interesting questions about the future direction of advertising. How, for example, can you advertise effectively to a target audience if you can no longer define that audience by demographics alone?
Style-vision recently held a conference in Nice where delegates across a wide range of industries, from automotive to beverages, voted on the concepts they believed the most important to the future of their sector. The winner from among the food and beverage options was called “pro-active ageing”, the idea that consumers realise they are going to live longer than previous generations, while also wanting to maintain their youth through the food and drinks they consume.
Certainly, recent comments from the likes of Coca-Cola and PepsiCo suggest the larger companies have come to terms already with this future, and the growth in functional beverages bares this out. However, the real point of interest will be to see how these companies now attempt to engage with their target markets as the traditional consumer boundaries they have relied on in the past become increasingly irrelevant.
For more information on the style-vision report on Mega trends in global consumer moods to 2006 click here.
For those people looking to the Red Planet as shining utopia away from all things earth, look away now....
Bacardi's 42 Below vodka brand has found a novel way to use the lemons left over from cocktail-making: Turn them into liquid soap....
Philadelphia’s soda tax came into force on Sunday, and is reportedly causing a stir in the city's check-out aisles....
Earlier this month, I was most-kindly invited by Accolade Wines to visit the Royal Albert Hall in London. The reason? They wanted to see a tennis great in action, and then give them a guided tour thro...
- Why Scotch must drop the 'malts good, blends bad'
- Pernod's mood darkens over India - Analysis
- Does alcohol accelerate the onset of dementia?
- Cognac is back - is Remy Cointreau ready?
- Soft drinks is losing the recycling game
- Diageo to cut 105 jobs in Scotland, 50 in Italy
- Scotch sales set to soar, despite recent struggles
- Pernod Ricard posts solid YTD sales jump - results
- Pernod Ricard YTD fiscal-2017 sales performance
- Cognac needs innovation at bottom end - Pernod
- Global Scotch insights - market forecasts, product innovation and consumer trends
- Global Champagne and sparkling wine insights - market forecasts, product innovation and consumer trends
- Battle of the Generations - The fight for iGen, Millennial, Gen X and Baby Boomer consumers
- Myanmar - ISA Country Report
- Flavoured Powder Drinks in 2017: Confronting an Ageing World