Of everything Unilever has learned about the New General Market, the most resounding lesson is that consumers in this group are savvy, know when they are being “marketed to” and consequently demand authenticity in any communication.
The beauty aisle is the last place in America where segregation is still legal, and separating ‘beauty’ from ‘ethnic’ has only served to further perpetuate narrow standards of what is considered beautiful in our industry and our society.
Pinterest is not a social network. It’s a future-oriented network, and a valuable one for brands and retailers to use as a gateway to understanding the New General Market, according to Pinterest partner manager Brian Johnson.
The retail store is an ecosystem, according to Dan Mack, managing director of Mack Elevation. “More than ever before, all of us are investing in the shelf. That experience matters. It is as much a part of the brand as your brand is [part of] the category.”
Above all else, today’s consumer wants to be listened to. To get new insight into how top companies are uncovering the changing needs, motives and interests of the new consumer, executive director Dan Mack moderated a panel discussion of leading marketers as part of its April 6 New General Market Forum.