Free Think Pieces
Two powerful reports that will change the way brands think about the amazing market beyond the 18-49 demographic:
Crossing The Chasm to the World’s 3rd Largest Economy
Why Even Early Adopters May Be Too Late
A few curious, maverick mainstream brands are beginning to explore the radical Big Idea of actively advertising to Americans aged 50-plus. But only true Visionaries will jettison groupthink and venture across the 1960s Mad Men Chasm. Even many Early Adopters will hang back from fear of seeming “old” themselves.
This report adapts Geoffrey Moore’s ionic Chasm Theory to help decision-makers re-imagine and grab market share beyond the 18-49 demographic.
The 119 million Americans aged 50-plus who live on the far side of the chasm represent the world’s 3rd largest economy – only the U.S. itself and China are larger: they account for half the nation’s consumer expenditures, yet they receive less than 10% of the national ad spend.
First, convention – The Mad Men Chasm – says buyers over 50 no longer adapt and damage brand image among the young. Secondly, and more challenging, an Ageist Chasm – negative stereotypes, even active dislike – often blocks the way to sincere understanding and authentic engagement of Boomers and older Gen X.
Whatever the reason, brands pay a hidden $124B annual penalty for dumping 50-year-olds in favor of 18-year-olds. Visionaries are taking note.
Hidden Generational Imprinting Drives Brand Destiny
How VW Accidentally Helped The Boomers Revolutionize The Luxury Car Market
Expert analysis of how hidden generational imprinting drives brand destiny. In the automotive arena these dynamics involve unusually long timescales and complex socio-cultural dynamics.
The report reveals how Volkswagen imprinted attitudes in young Boomers and Gen Xers that not only unintentionally triggered its own US market decline but also toppled Cadillac from its premium category sales leadership and then scuttled its Dare Greatly attempt to re-position in 2015-2018.
Fortunately, the upside is that generational imprinting also holds unique opportunities for both brands – provided they learn to access their embedded legacies and avoid the hidden pitfalls along the route to regeneration.
And recovery is not only crucial to VW and Cadillac sales growth in the 50+ space but among Millennials as well. As they approach their own peak new vehicle buying years over the next two decades, younger buyers will be inevitably influenced by whether their older Gen X siblings and Boomer parents signal acceptance, rejection or continuing question marks.
Free Fast Facts & Photos from Vizionation Syndicated Research Studies
Vizionation is a Boomer / neXt sister company, publishing high value, low cost Gen X and Millennial centered reports across a wide range of consumer categories.
Available now, An Inside View: Car Interior Scenes & Secrets provides expert analysis, data from 600 Millennial and Gen X drivers, 100 in-depth excavations, 1,200 spontaneous vehicle UX and lifestyle photos.
It’s a must have insight and innovation trigger for product planners, brand strategists and advertisers.
Click to download a free package of three content bursts – fast facts and photos from this 230 page, highly visual report.
The Brand Manager’s Dilemma: Is What Consumers Say Really True?
When it comes to self-reported consumer data, truth lies in the eye of the beholder; it’s a monstrous problem for decision makers.
Krissy the Chrysler Town & Country owner, and Sydney, who drives a Cadillac CTS, illustrate the dilemma. Both checked the same survey box to rate their vehicles are “somewhat” neat and clean – but our interior archaeology excavations of the dig site found they couldn’t be more different. Not only that, their vehicle housekeeping styles spill over – literally, in Krissy’s case – into how they maintain their home lives as well.
Car Interior Scenes & Secrets: An Inside View provides provocative answers for UX innovators, mobility designers and marketers who rely on consumer research in their planning.
Pets on The Loose: Not Cute – Unsafe
“Oh boy, where are we going?!?!?!?!” Bailey is excited to ride with her “mom” to work, to trail hikes and on errands and road trips.
A key 21st century socio-cultural trend is the skyrocketing attachment Millennials are forming with their pets, especially dogs. According to JWT Intelligence/Zulily Research, 75% of Millennials are dog owners and 50% own a cat versus 50% and 35% respectively among the general US population. And 82% of Millennials regard their pets as “children.”
Bailey’s excitement masks a dark and dangerous truth: like over 90% of the ride-along pets in the Vizionation study Car Interior Scenes & Secrets, she travels unrestrained – in an accident she would become a projectile, injuring herself and human passengers as well. Creative solutions are overdue.
Most Cupholders Carry More “Stuff” Than Cups – Worry Dolls to a Clutter of Cables
Thanks to Chrysler’s minivan UX breakthough in 1983, Millennials grew up with cupholders.
Like vehicle connectivity today, cupholders solved a UX challenge created by trends in another industry: the number of US fast food outlets had soared from 30,000 in 1970 to 140,000 in 1980.
Since then, Millennials have constantly found creative new ways to crowd out cups with an amazing variety of “stuff.” From a clutter of cables to a funeral flower to vape mods to worry dolls, the possibilities are apparently endless.
Now, evolving adult lifestages are upending priorities as many have tots and toddlers of their own eager to “help” with the mayhem. Millennials are ripe for innovative solutions next time they buy.