Your SlideShare is downloading. ×
Recession-Rewired
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Recession-Rewired

1,282
views

Published on

Published in: Business, Economy & Finance

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,282
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
26
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • New friendlier sub-title – and visually powerful/iconic title graphic – include RI, Shop.org and Sterling logos at the bottom
  • PLAY WITH THIS GRAPHICALLY – 1. RECESSION, CLICK FOR OBSESSION AND MAGAZINE COVERS; 3, DRAMATIC “DEPRESSION”
  • I've got some thoughts about the "Squeezed" chart (since I never did find the perfect storm of data), but want to discuss with you first before having Jackie make anything. Shawn Is working on this graphics/data show the downward trend for discretionary spending and the upward trend of credit card debt and/or the slightly upward trend toward consumer savings
  • Consumer behavior expert Britt Beemer, founder of America’s Research Group Ltd., estimates that 16 percent of consumers shop at thrift stores. He expects that figure to rise to 20 percent this year, which would mark a record high, according to his data "Sales jump at Goodwill stores as non-profit takes commercial approach" Chicago Tribune, Feb 20, 2009
  • GOODWILL HUNTING Consumer behavior expert Britt Beemer, founder of America’s Research Group Ltd., estimates that 16 percent of consumers shop at thrift stores. He expects that figure to rise to 20 percent this year, which would mark a record high, according to his data "Sales jump at Goodwill stores as non-profit takes commercial approach" Chicago Tribune, Feb 20, 2009
  • Gulf War. Bush announced at 9 pm Feb. 28 "Kuwait is liberated. Iraq's army is defeated. I am pleased to announce that at midnight tonight, exactly 100 hours since ground operations began and six weeks since the start of Operation Desert Storm, all United States and coalition forces will suspend offensive operations." Supermodels! Seinfeld Nirvana/grunge. Bush's 1992 re-election bid was particularly hampered by his 1990 decision to renege on his "Read my lips: no new taxes" pledge during his first campaign in 1988. Collapse of the Soviet Union in 1991 led to a 70% drop in trade with Russia and eventually Finland was forced to devaluate, which increased the private sector's foreign currency denominated debt burden. At the same time authorities tightened bank supervision and prudential regulation, lending dropped by 25% and asset prices halved. Combined with raising savings rate and worldwide economic troubles, this led to a sharp drop of aggregate demand and a wave of bankruptcies. Credit losses mounted and a banking crisis inevitability followed. Nelson Mandela releases from prison on 11 February 1990. Mandela supported reconciliation and negotiation, and helped lead the transition towards multi-racial democracy in South Africa. Since the end of apartheid, many have frequently praised Mandela, including former opponents. Mandela has received more than one hundred awards over four decades, most notably the Nobel Peace Prize in 1993.
  • http://www.time.com/time/specials/2007/article/0,28804,1714683_1714625_1714280-1,00.html Mention our Shop.org research inspired this just released book! “ prematurely affluent” from Who’s Holding the Handbag, Time article by DEIRDRE VAN DYK, feb 18, 2008. RESOURCE IS SOURCE; KRAMER IS QUOTED.
  • Besides fear, how do most Millennials feel about the recession? A narcissistic sense of being unfairly burdened. Yet some optimism emerges as well. Show some quotes if we have them
  • Jackie – can we show the piggy bank get smaller and smaller and simply disapear?
  • 55% of women vs. 37% of men expect to spend less overall in the next 60 days. 46% of women vs. 34% of men expect to spend less online in the next 60 days. 41% of women vs. 30% of men expect to spend less on household essentials in the next 60 days. This is up from 34% for women in April and down from 33% These retailers’ stimulus packages? FUTURE INTENTIONS (BIG Research) (Use Gallup here too) and show spending uptick in certain categories
  • Common topics, (some) common perspectives
  • Common topics, (some) common perspectives
  • Waiting for the right (moment) to splurge Proud of learned behaviors necessitated by downturn; will stay price-tough, fad-resistant (to a degree), though this varies according to HH income
  • Waiting for the right (moment) to splurge Proud of learned behaviors necessitated by downturn; will stay price-tough, fad-resistant (to a degree), though this varies according to HH income Communication Goal: growing up faster, narcissistic worries displaced   1 STAT At least somewhat worried about the economy: 92% of females aged 13-21 87% of males aged 13-21 - Euro RSCG, April 2009   2 VIDEO 2/ALEX ‘cuz like…history repeats itself…want to keep lessons I’ve learned… (0:23) watched ppl lose their jobs…want to get a stable job…save money..   3 TEXT/ALICIA “I strongly feel that young people, should really contemplate what's led to this recession. In reality, it's the fault of the previous generations who overconsumed. Their mess is our problem. So I hope that we can learn from their mistakes and be the generation that lives within their means.” Alicia, 18   4 VIDEO 18/TOMMY My dad is really stressed right now. (0:03)   5 VIDEO 15/LISANNE The economy stinks…my dad’s job is at risk…all could come up rainbows (0:11) and puppies…just don’t know
  • The index is calculated by taking the top two boxes (Worry A Lot and Worry A Little) and dividing it by the bottom two box (Don't Worry About This Very Much and Don’t Worry About This At All). The result in an index which indicates the number of times one group is larger than another.  For example, an index of 100 says there are as many anxious people as there are not anxious people.  And index of 200 says there are twice as many anxious people as not anxious, etc.
  • Great data from AdAge article Piper Jaffrey research indicates teens spent (are spending) 14% less than spring 2008. A survey from CoolSavings, a division of Q Interactive, found that 84% of heads of households are discussing saving and budgeting with kids. Euro RSCG Discovery found that 92% of 13-21 femailes said they are at least somewhat worried about the economy while 87% of mailes are. Great data from AdAge article Piper Jaffrey research indicates teens spent (are spending) 14% less than spring 2008. A survey from CoolSavings, a division of Q Interactive, found that 84% of heads of households are discussing saving and budgeting with kids. Euro RSCG Discovery found that 92% of 13-21 femailes said they are at least somewhat worried about the economy while 87% of mailes are.
  • This change in the economy has been a tremendous lesson in how to live within your means and maintain a habit of separating 'wants' from 'needs'. Pamela, 47
  • Waiting for the right (moment) to splurge Proud of learned behaviors necessitated by downturn; will stay price-tough, fad-resistant (to a degree), though this varies according to HH income Communication Goal: Angered, blessed, resetting family values, prepare for future   1 QUOTE/ISABREE “I feel stressed, but I know that I am blessed with what I have.” - Isabree, 38   2 VIDEO 9/LIBBY What a waste! When I think back on how we used to live… (0:04)   3 VIDEO 10/LIBBY I mean it took the recession to get us to do that, but we should have (0:06) been doing it anyway.   4 VIDEO 27/MINDY I’ll be working until I’m 70 or 75! …worried about my kids’ future. Them (0:18) getting jobs…   5 QUOTE/ALANNA “I’ve now seen how quickly a recession can come on and how long it can take to get out of one. Plus, I’d like to set a good example for my children and teach them to be smarter with their money and think long term benefits rather than instant gratification.” Alanna, 34
  • Common topics, (some) common perspectives
  • Waiting for the right (moment) to splurge Proud of learned behaviors necessitated by downturn; will stay price-tough, fad-resistant (to a degree), though this varies according to HH income
  • 55% of women vs. 37% of men expect to spend less overall in the next 60 days. 46% of women vs. 34% of men expect to spend less online in the next 60 days. 41% of women vs. 30% of men expect to spend less on household essentials in the next 60 days. This is up from 34% for women in April and down from 33% These retailers’ stimulus packages? FUTURE INTENTIONS (BIG Research) (Use Gallup here too) and show spending uptick in certain categories
  • Common topics, (some) common perspectives
  • Waiting for the right (moment) to splurge Proud of learned behaviors necessitated by downturn; will stay price-tough, fad-resistant (to a degree), though this varies according to HH income
  • Waiting for the right (moment) to splurge Proud of learned behaviors necessitated by downturn; will stay price-tough, fad-resistant (to a degree), though this varies according to HH income Communication Goal: growing up faster, narcissistic worries displaced   1 STAT At least somewhat worried about the economy: 92% of females aged 13-21 87% of males aged 13-21 - Euro RSCG, April 2009   2 VIDEO 2/ALEX ‘cuz like…history repeats itself…want to keep lessons I’ve learned… (0:23) watched ppl lose their jobs…want to get a stable job…save money..   3 TEXT/ALICIA “I strongly feel that young people, should really contemplate what's led to this recession. In reality, it's the fault of the previous generations who overconsumed. Their mess is our problem. So I hope that we can learn from their mistakes and be the generation that lives within their means.” Alicia, 18   4 VIDEO 18/TOMMY My dad is really stressed right now. (0:03)   5 VIDEO 15/LISANNE The economy stinks…my dad’s job is at risk…all could come up rainbows (0:11) and puppies…just don’t know
  • Waiting for the right (moment) to splurge Proud of learned behaviors necessitated by downturn; will stay price-tough, fad-resistant (to a degree), though this varies according to HH income Communication Goal: Angered, blessed, resetting family values, prepare for future   1 QUOTE/ISABREE “I feel stressed, but I know that I am blessed with what I have.” - Isabree, 38   2 VIDEO 9/LIBBY What a waste! When I think back on how we used to live… (0:04)   3 VIDEO 10/LIBBY I mean it took the recession to get us to do that, but we should have (0:06) been doing it anyway.   4 VIDEO 27/MINDY I’ll be working until I’m 70 or 75! …worried about my kids’ future. Them (0:18) getting jobs…   5 QUOTE/ALANNA “I’ve now seen how quickly a recession can come on and how long it can take to get out of one. Plus, I’d like to set a good example for my children and teach them to be smarter with their money and think long term benefits rather than instant gratification.” Alanna, 34
  • Common topics, (some) common perspectives
  • Waiting for the right (moment) to splurge Proud of learned behaviors necessitated by downturn; will stay price-tough, fad-resistant (to a degree), though this varies according to HH income
  • Waiting for the right (moment) to splurge Proud of learned behaviors necessitated by downturn; will stay price-tough, fad-resistant (to a degree), though this varies according to HH income Communication Goal: growing up faster, narcissistic worries displaced   1 STAT At least somewhat worried about the economy: 92% of females aged 13-21 87% of males aged 13-21 - Euro RSCG, April 2009   2 VIDEO 2/ALEX ‘cuz like…history repeats itself…want to keep lessons I’ve learned… (0:23) watched ppl lose their jobs…want to get a stable job…save money..   3 TEXT/ALICIA “I strongly feel that young people, should really contemplate what's led to this recession. In reality, it's the fault of the previous generations who overconsumed. Their mess is our problem. So I hope that we can learn from their mistakes and be the generation that lives within their means.” Alicia, 18   4 VIDEO 18/TOMMY My dad is really stressed right now. (0:03)   5 VIDEO 15/LISANNE The economy stinks…my dad’s job is at risk…all could come up rainbows (0:11) and puppies…just don’t know
  • Waiting for the right (moment) to splurge Proud of learned behaviors necessitated by downturn; will stay price-tough, fad-resistant (to a degree), though this varies according to HH income Communication Goal: growing up faster, narcissistic worries displaced   1 STAT At least somewhat worried about the economy: 92% of females aged 13-21 87% of males aged 13-21 - Euro RSCG, April 2009   2 VIDEO 2/ALEX ‘cuz like…history repeats itself…want to keep lessons I’ve learned… (0:23) watched ppl lose their jobs…want to get a stable job…save money..   3 TEXT/ALICIA “I strongly feel that young people, should really contemplate what's led to this recession. In reality, it's the fault of the previous generations who overconsumed. Their mess is our problem. So I hope that we can learn from their mistakes and be the generation that lives within their means.” Alicia, 18   4 VIDEO 18/TOMMY My dad is really stressed right now. (0:03)   5 VIDEO 15/LISANNE The economy stinks…my dad’s job is at risk…all could come up rainbows (0:11) and puppies…just don’t know
  • Waiting for the right (moment) to splurge Proud of learned behaviors necessitated by downturn; will stay price-tough, fad-resistant (to a degree), though this varies according to HH income Communication Goal: growing up faster, narcissistic worries displaced   1 STAT At least somewhat worried about the economy: 92% of females aged 13-21 87% of males aged 13-21 - Euro RSCG, April 2009   2 VIDEO 2/ALEX ‘cuz like…history repeats itself…want to keep lessons I’ve learned… (0:23) watched ppl lose their jobs…want to get a stable job…save money..   3 TEXT/ALICIA “I strongly feel that young people, should really contemplate what's led to this recession. In reality, it's the fault of the previous generations who overconsumed. Their mess is our problem. So I hope that we can learn from their mistakes and be the generation that lives within their means.” Alicia, 18   4 VIDEO 18/TOMMY My dad is really stressed right now. (0:03)   5 VIDEO 15/LISANNE The economy stinks…my dad’s job is at risk…all could come up rainbows (0:11) and puppies…just don’t know
  • Waiting for the right (moment) to splurge Proud of learned behaviors necessitated by downturn; will stay price-tough, fad-resistant (to a degree), though this varies according to HH income Communication Goal: Angered, blessed, resetting family values, prepare for future   1 QUOTE/ISABREE “I feel stressed, but I know that I am blessed with what I have.” - Isabree, 38   2 VIDEO 9/LIBBY What a waste! When I think back on how we used to live… (0:04)   3 VIDEO 10/LIBBY I mean it took the recession to get us to do that, but we should have (0:06) been doing it anyway.   4 VIDEO 27/MINDY I’ll be working until I’m 70 or 75! …worried about my kids’ future. Them (0:18) getting jobs…   5 QUOTE/ALANNA “I’ve now seen how quickly a recession can come on and how long it can take to get out of one. Plus, I’d like to set a good example for my children and teach them to be smarter with their money and think long term benefits rather than instant gratification.” Alanna, 34
  • NITA PROVIDING GENRIC BUBBLE TITLES AND SHOW MOM IN GRAY AND TEEN IN GREEN… JACKIE, MAKE THE FIRST TWO MOM/TEEN STEPS EQUAL BUT KEEP TEEN SMALL AT FIRST STEP AND MOM SMALL AT 2 ND STEP – AND THEN BUILD IN THREE CLICKS – AS SHOW BY RED LINES… USE ANOTHER COLOR FOR $ .
  • Emphasize or renew your brands’ value proposition to
  • Waiting for the right (moment) to splurge Proud of learned behaviors necessitated by downturn; will stay price-tough, fad-resistant (to a degree), though this varies according to HH income
  • NEED TO THINK ABOUT HOW IT”S MORE APPARENT IF THE QUOTE IS FROM A TEEN _ (GREEN) VERSUS MOM (GRAY) LIKE THE REST OF THE PRESENTATION
  • Waiting for the right (moment) to splurge Proud of learned behaviors necessitated by downturn; will stay price-tough, fad-resistant (to a degree), though this varies according to HH income
  • The cell phone is the technology used most often by moms to communicate with their kids, and 80% say it is the direct line to their child and babysitter Working Moms Turn To Technology
  • The cell phone is the technology used most often by moms to communicate with their kids, and 80% say it is the direct line to their child and babysitter Working Moms Turn To Technology
  • The cell phone is the technology used most often by moms to communicate with their kids, and 80% say it is the direct line to their child and babysitter Working Moms Turn To Technology
  • The cell phone is the technology used most often by moms to communicate with their kids, and 80% say it is the direct line to their child and babysitter Working Moms Turn To Technology
  • The cell phone is the technology used most often by moms to communicate with their kids, and 80% say it is the direct line to their child and babysitter Working Moms Turn To Technology
  • The cell phone is the technology used most often by moms to communicate with their kids, and 80% say it is the direct line to their child and babysitter Working Moms Turn To Technology
  • My mom and I usually disagree on what's appropriate or not after I come home from shopping with my friends and sometimes I even have to take the stuff back to the store. So if she could see it before I bought it, that would be better. –Brittany, 15 The cell phone is the technology used most often by moms to communicate with their kids, and 80% say it is the direct line to their child and babysitter Working Moms Turn To Technology
  • The cell phone is the technology used most often by moms to communicate with their kids, and 80% say it is the direct line to their child and babysitter Working Moms Turn To Technology
  • The cell phone is the technology used most often by moms to communicate with their kids, and 80% say it is the direct line to their child and babysitter Working Moms Turn To Technology
  • The cell phone is the technology used most often by moms to communicate with their kids, and 80% say it is the direct line to their child and babysitter Working Moms Turn To Technology
  • Waiting for the right (moment) to splurge Proud of learned behaviors necessitated by downturn; will stay price-tough, fad-resistant (to a degree), though this varies according to HH income Accelerated Product/fashion cycles. So buying what’s in and as much as they can for x dollars. Teens/Tweens shop with gift money as if it were preset spending limit Budget is new word to this gen. As lifehackers, they expect budget tools, transparency real-time results. Coupon sites were one of the surprise winners during the 2008 holiday shopping season. And, proving they are not a fad, they continued to attract strong visitor traffic in Q1 2009. E-Commerce In A Recession: The Impact on Consumers and Retailers Kids are even beginning to pitch in, using coupons for things such as movies, music, museums and theme park trips, the survey found. Job scarcity. College education costs (most start life with 20k in debt)
  • Neuroplasticity = consumers can be rewired AGAIN. Lose some of the negative associations we now have with shopping. Not all but some… NY Times article, “Consumed with Guilt.” Consumers smiling after big purchase and observed by other consumers? They smile too and want to shop as well. So “observability” a big driver of innovation adoption; also of consumerism generally Monetize your Facebook Fan Page Facebook 1800 selling page — visualize the emotional state of the contributor
  • NO TO TARGET. RECESSION IS KILLING THEM. FROM TIME MAG: Wal-Mart vs. Target: No Contest in the Recession By Sean Gregory Saturday, Mar. 14, 2009 A customer shops in the food section at Target Rick Wilking / Reuters When times are tough and consumers are "trading down" to buy more inexpensive goods, you'd think that a discount retailer like Target would flourish. After all, it's the place you go for quality clothes at affordable prices — cheap-chic designer Isaac Mizrahi offers a line — low-cost home accessories and perhaps a grocery item or two. Alas, therein lies Target's problem. Things are so bad, even cheap clothes are a luxury now. Why pull a new shirt off the store rack when you can snatch one out of the closet for free? Food, however, is not discretionary. Everyone has to eat, and more consumers want to dine at home to shave expenses. And there's a certain merchandising mammoth fulfilling that crucial grocer's role for consumers much better than Target. (See pictures of stores that are no more.) While Wal-Mart, the largest company in the world, has always dwarfed rival Target ($406 billion in annual revenues vs. Target's $65 billion), until recently Target had been decisively winning the growth game. From 2003 to 2007, Target's annual same-store sales growth averaged 4.6%, while Wal-Mart's clocked in at 2.9%. Over the same period, Target's annual profit growth averaged 16%, while Wal-Mart lagged behind at 10.3%. "Target was frying Wal-Mart's brains out," says Howard Davidowitz, chairman of Davidowitz & Associates, a national retail investment-banking and consulting firm. At the onset of the recession, however, Target and Wal-Mart saw their fortunes flip. Target's same-store sales have fallen for eight straight months; Wal-Mart's have risen for 22 straight months. Target's 2008 same-store sales fell 2.6%, while Wal-Mart's rose 3.3%. More recently, Target's February sales dropped 4.1%, while Wal-Mart enjoyed a 5.1% jump. (See the best business deals of 2008.) More important, Target's profits last year dropped a stunning 22.3%, to $2.2 billion. That figure includes a 40.7% earnings collapse in the fourth quarter. Wal-Mart's 2008 bottom line rose 5.9%, to $13.5 billion. Now Target is getting trounced. Davidowitz notes that a "double whammy" is driving Target down. First, the retailer's product mix is not ideal in this economy. According to Davidowitz, Target devotes some 40% of its shelf space to home and apparel items, which are struggling, while setting aside less than 20% for consumables like food, health items and beauty products. Wal-Mart sets aside 45% of its space for consumables. "Wal-Mart sells what you need to have," says Davidowitz, "as opposed to what you want to have." Not only does Wal-Mart sell more of the grocery items you need — the company is the world's largest food retailer — it sells them at better prices. Britt Beemer, founder of America's Research Group (ARG), says customers have fled Target because they think of the company as an apparel retailer and believe that the groceries it does sell are overpriced. (See Real Simple's saving and budgeting tips.) The second whammy on Target's performance is its credit business. Target is one of the last major retailers to own a part of its credit-card portfolio. When consumers are drowning in mortgage and other credit-card debt, they often ignore retail-card obligations. Rising defaults and delinquencies have dragged earnings. In 2008 credit-card profits dropped 80.5%, to $155 million, and the company incurred a $135 million pre-tax loss on its credit segment in the fourth quarter. "The company did great with its credit business when the economy was up, but now that it's down, carrying your own credit is devastating," says Davidowitz. At least Target can be grateful it made one smart move: in May, the company sold 47% of its receivables to JPMorgan Chase for $3.6 billion. Without that move, the devastation would be much worse. So how is Target responding to the malaise? The credit distress is hard to control, but the company has promised to tighten lending standards and increase collections. On the product side, the company knows it must offer more essentials. "We continue to invest in our food offering in recognition of its importance in driving greater frequency, increasing guest loyalty and making Target a preferred shopping destination," CEO Gregg Steinhafel said during Target's fourth-quarter earnings call. For example, last year the company opened its first distribution center for perishable goods like fruits, vegetables and meats in Lake City, Fla. Target is slated to open another distribution center this year, in Cedar Falls, Iowa. "That's a major step," says Davidowitz. "Controlling your own distribution can improve food freshness on the shelves, and it allows you to hold on to more of the margins." Steinhafel also said that Target would sell perishables in most new and remodeled general-merchandise stores; the retailer plans to open 75 new locations this year. The company already sells meat and produce in its 245 "SuperTarget" locations (Target has 1,700 stores nationwide). Target has already enhanced its food investment in two general-merchandise stores in the Minneapolis area. Davidowitz, for one, is impressed. "When I checked the perishables, they are very fresh, very well presented, very appetizing, and people were buying them," he says. (See the top 10 food trends of 2008.) Despite these efforts, Target's transformation won't guarantee success. It's hard for a retailer to shake its reputation as a clothing outlet, while at the same time quickly mastering the management of perishable grocery items. "You can't just flip the switch and change the store overnight," says David Heupel, a senior equity portfolio manager at Thirvent Financial in Minneapolis. Plus, if Target drops grocery prices below Wal-Mart's levels, the big boy will quickly respond. "There's no reason to put a stick in the bear's eye," says Ed Weller, a retail analyst at ThinkEquity Partners. What's more, Wal-Mart isn't just some massive outlet that peddles cheap wares; it has focused on food for a long time, and is really hitting a stride during the recession. "Wal-Mart works hard to build a strategy around groceries," says ARG's Beemer. "They look at groceries as a way to get people in the store for the first time. Target sees it as an add-on sale." In a research note titled "It's Wal-Mart's Time & Investors' Opportunity," Deutsche Bank analyst Bill Dreher Jr. wrote, "Bottom line, Wal-Mart is executing flawlessly." Can Target reach Wal-Mart's level of excellence? It may have to rethink its mission. Issac Mizrahi is nice. But now shoppers want to see meat and potatoe
  • Transcript

    • 1. RECESSION-REWIRED: Leaner times hit home for moms and younger millennials KELLY MOONEY President, Resource Interactive and co-author of The Open Brand PRESENTED BY: SPONSORED BY:
    • 2. RECESSION OBSESSION
    • 3. DEPRESSION DEPRESSION THE LOST DECADE? Median household income in 2008 slipped to $50,303 from $51,295 in 1998. Source: U.S. Census Bureau, 2009
    • 4. Real Personal Consumption per Capita vs. Savings YEAR OVER YEAR CHANGE / PERCENT Source: EconomPic Data, June 2009 Shifting gears... CONSUMPTION SAVINGS
    • 5.
      • “ 90% of the U.S. respondents said that their households had reduced spending as a result of the recession. 45% of those who reduced spending did so by necessity, 55% by choice .” — McKinsey Quarterly, March 2009
      CONSPICUOUS CONSUMPTION CONSPICUOUS CURTAILING “ After completing a shopping trip…23% of those surveyed admitted to feeling relieved…But 5.3% felt guilty and 20% said they were downright depressed.” — WWD , April 2009
    • 6.  
    • 7.  
    • 8. Abercrombie & Fitch Percent Change Same Store Sales August 2009 vs. August 2008 Aeropostale American Eagle Buckle Costco Gap, Inc. Hot Topic JCPenney Kohl's Limited Brands Macy’s Neiman Marcus Nordstrom Target TJX Companies Source: Retail Forward, August 2009
    • 9.
      • Sales at Goodwill stores open at least a year rose 7.1% in the first three months of 2009 over the same period a year earlier.
      • Source: NYT, June 10, 2009
    • 10. Q. How has the consumer changed? Will the changes be enduring? Is there untapped opportunity in this crisis for online retailers?
    • 11. Remember the 1990 s?
    • 12. During the early ‘90s recession, teens were discovered as a valuable demo and peer pressure emerged as a powerful market force.
    • 13. “ Their parents might have gone bargain basement but kids, it turned out, were still willing to pay up to fit in .” Source: No Logo , Naomi Klein
    • 14. GEN Y: The prematurely affluent generation
    • 15. 1 st wave feel recession is unfair My generation is being dealt an unfair blow because of this recession The current situation with housing prices actually makes me feel optimistic about buying a home All of the online resources for jobs searches and networking make me feel less anxious about losing/finding a job If the employment situation worsens, I may have to move back in with my parents Most of the people my age that I know are not that worried about the recession My friends are doing interesting entrepreneurial things to make more money If I lose/have trouble finding a job, I’ll just start my own business % who agree Among young adults 18-29 Besides fear, how do most Millennials feel about the recession? A narcissistic sense of being unfairly burdened. Yet some optimism emerges as well. NO FAIR! Source: JWT, 2009
    • 16. Thrift is an alien virtue
    • 17. 73% of women said the recession has fundamentally changed the way they think about saving and spending money vs. 57% of men . Source: Performics Survey, April 2009
    • 18.
      • SECONDARY SYNTHESIS
      • 150+ articles, Forrester, Nielsen, McKinsey, ExactTarget, JWT, Gen Buy +
      • PRIMARY RESEARCH
      • 20 in-person interviews
      • 50 online participants in a 10-day forum discussion with Harris Interactive
      • Tested 3 RI visual prototypes
      • Conducted survey with BIGResearch
      • Partnered with ExpoTV
      • Tapped RI Trendwatching practice
      OUR METHODOLOGY
    • 19.
      • DIGITAL TEEN
      • Age 13-18, mix of race, income-earning/non-income-earning
      • Shops online, regular internet and email user, use of social networking and SMS and owns cell phone.
      • DIGITAL MOM
      • Age 30-55, mix of married/single, income, and race
      • Shops and purchases online; frequent email user; some use of blogs, social networks, and/or Twitter, online reviews and texting.
    • 20. UNDERSTAND THE REWIRING
    • 21. RECESSION BRAND SHOPPING DIGITAL
    • 22. RECESSION BRAND SHOPPING DIGITAL
    • 23.
      • Forced to grow up faster
      • Typical teen egocentric worries displaced.
      Reconciled yet feeling fortunate Chance to reset family values, become more resourceful, prepare for the future. DIGITAL TEENS DIGITAL MOMS
    • 24.  
    • 25. “ It’s the fault of the previous generations who over-consumed. So I hope we can learn from their mistakes and be the generation that lives within their means.” 81% of household heads say that kids are aware of the recession and the impact it is having on household budgets. Source: Ad Age , April 2009 — Alicia, 18
    • 26. Recession-related issues have replaced more typical teenage ego-centric worries as their top concerns. (Among teenagers 13-19) 2 nd wave facing recession head-on If there will be good jobs when I graduate Whether I’ll have to give up some of the things I like because of the recession How my parents are doing money-wise The condition of planet Earth that will be left to my generation How attractive I am to others How I’m doing in school Which college I/my family can afford Source: JWT, 2009 Which college will accept me How many friends I have How popular I am at school How I’m doing in extracurricular activities Keeping up with what other kids my age have Base = 100 293 251 249 221 201 180 151 143 92 78 75 73
    • 27. 75% are getting more or the same allowance as last year parents grandparents, aunts & uncles jobs (babysitting, dog walking, etc.) eBay, Craigslist allowance Source: Seventeen survey, 2009
    • 28. “ I’ve now seen how quickly a recession can come on and how long it can take to get out of one. I’d like to set a good example for my children and teach them to be smarter with their money.” “ It has been a tremendous lesson in how to live within your means and separate wants from needs. ” — Pamela, 47 — Alanna, 34
    • 29. RECESSION DIGITAL MOMS
    • 30. RECESSION BRAND SHOPPING DIGITAL
    • 31.
      • Savvier about financing their purchases
      • Have discovered online research, coupons, clearance racks, selling and swapping.
      Smarter, prouder about living with less Distinguishing between needs vs. wants, relying on codes and coupons, shopping clearance first. DIGITAL TEENS DIGITAL MOMS
    • 32. “ I feel good because I can actually save my money before I make a purchase. I feel that I’m handling my business as a young man should.” 69% of young people now research all purchases before they buy anything. Source: OTX, May 2009 — John, 16 — Luke, 13
    • 33. Over the next five years , moms of teens plan to: 57% consider purchases carefully 57% be more price conscious 55% stick to a budget 57% dine out less Source: BIGResearch, July 2009
    • 34. “ My shopping habits will not change back once the recession is over. We are not lacking for the basics and still have a wonderful life. Less is more in our family now.” Coupon sites have been the second-most-visited category on the Internet—behind job sites—for about a year. Source: eMarketer, May 2009 — Blanca, 43
    • 35. RECESSION BRAND SHOPPING DIGITAL
    • 36.
      • Holding out
      • Deferring purchases and selectively trading down or changing channels
      Trading WAY down More than ever, putting the family’s needs before their own; rethinking luxury DIGITAL TEEN DIGITAL MOM
    • 37. Brand loyalty is increasingly important among 13-21 year olds, as 73% now shop at a fixed group of stores . “ I’m pretty picky about clothes. They’re the hardest to give up. I notice the difference in quality so I usually compromise by buying good brands on sale. “ Source: Euro RSCG Discovery survey, May, 2009 “ I haven’t really given up any brands. I maybe don’t buy quite as much, but I still buy the same brands I always did.“ — Alicia, 18 — David, 17
    • 38. Favorite Brands During the Recession, Resource Interactive and Harris Interactive, 2009
    • 39. SHOPPING DIGITAL MOMS Favorite Brands During the Recession, Resource Interactive and Harris Interactive, 2009
    • 40. “ I’m not really into any specific brands anymore. I realized that I don’t need a $300 purse as much as my kids need clothes and food.” “ Definitely more Target shopping going now .... previously it was Nordstrom, Coach, Dior.” 43% are buying store brands instead of national or high-end brands. Source: TNS Retail Forward, August 2008 — Keri-Anne, 32 — Sheryl, 49
    • 41. RECESSION BRAND SHOPPING DIGITAL
    • 42.
      • Seeking independence from adults through digital devices
      • As the first true digital “natives,” teens have more ways to experience freedom
      Seeking control and connection A means of getting answers and more value, monitoring kids, finding social fulfillment DIGITAL TEENS DIGITAL MOMS
    • 43. “ There’s a mini-generation gap between under-twenty and over-twenty Gen Y’rs, due to the swift progression of technology in the past two decades.” — GenBuY, October 8, 2009
    • 44. % NET CHANGE IN USAGE Net Change in Communication Usage by 15-17 year olds in last 6 months Source: Exact Target, July 2009 Text Social Network Email Instant Message % more often - % less often
      • Texting, social networking grow at IM's expense
      • Email usage rising slightly, significantly more among smartphone owners (25% of teens)
      44 25 4 (7) Reliance on texting and SNing
    • 45.  
    • 46. “ Today’s teens are so focused on communication that iPhones are the new jean. ” Most of 8-14 year olds report having online chores including sharing pictures with relatives (38%) and getting driving directions (35%). Source: GenBuY, October 8, 2009 DIGITAL = Teenage Freedom Source: AdAge.com, April 2009
    • 47. “ I will almost always check online ….even if I’m going to buy it in the store.” — Louise, 49 “ I’m a serial Googler.” “ SECRET” SHOPPERS 40% of total online spending came from $100K HH consumers, who increased shopping by 17% in Q4, 2008. Source: comScore, 2009 — Tracee, 51
    • 48. Moms with teens said the internet... 46% Helped me save money through access to easier price comparisons, coupons, and deal alerts. 41% Helped me become a smarter shopper; product reviews and ratings, blogs, and product information has helped me make more informed purchases. 21% Helped me make money through selling things I no longer need on sites like Craigslist, eBay, etc. SHOPPING DIGITAL MOMS Source: BIGresearch and Resource Interactive, August 2009
    • 49. UNDERSTAND THE REWIRING
      • Listen with a new ear—let go of truisms!
      • Seek to understand the clashing value systems
      • Identify new segments to serve or new ways to deliver value
    • 50. UNDERSTAND THE REWIRING DECONSTRUCT THE (CO-) SHOPPING JOURNEY
    • 51. I WANT I NEED I WANT TEENS: MOMS: EVALUATE RATIONALE NEGOTIATE COORDINATE PURCHASE OBSERVE & RE-ARM DESIRE BUILD THE CASE PRESENT THE CASE NEGOTIATE ACQUIRE SHARE & SWAP DIFFUSE SELF- EDUCATE Check Lucky at Your Service app Earmark magazine ad Stream fave TV show on Hulu Check out comparison shopping sites Search past emails for promo codes Google “coupon” + brand name Post Q. on favorite mom blog Google item Poll friends on Facebook wall Check Mobile SMS Visit the web site Text friends about meeting at mall Downloadfilm trailer to iPhone Visit brand/store site and build wish list Check teen’s shopping cart Check her PayPal Student Account Check store for clearance Review items held in cart Assign more chores in exchange for $ Send phone pix to Mom from store Discuss upcoming gift cards Post outfit on Polyvore Upload pix to Facebook fan page Ratings & reviews List new item on Craigslist Wear to game & take snaps Say yes on Bill My Parents
    • 52. DECONSTRUCT THE (CO-) SHOPPING JOURNEY
      • Create new hooks that support needs-based shopping and teens' fact-finding zeal
      • Allow moms and teens to shop together without being together
      • Look for ways to help moms help teens become financially responsible
    • 53. UNDERSTAND THE REWIRING DECONSTRUCT THE (CO-) SHOPPING JOURNEY INNOVATE YOUR WAY OUT
    • 54. TEENS (still) want a continuous stream of new items in their lives because they are overstimulated and they care what their friends think and have. However , they often have to justify their desires to parents. MOMS want to teach their kids smart shopping because they have learned valuable lessons from the recession. However , they feel guilty bringing more stuff into the household.
    • 55.  
    • 56.  
    • 57.  
    • 58.  
    • 59.  
    • 60.  
    • 61. Generally receptive overall —“neat,” “cool” and “useful” Reuse concept is unique and appealing with strong interest in swapping with others Option of setting communication preferences or having offers consolidated didn’t seem unique (not fully understood) Generally receptive overall – “cool,” “helpful” and “user-friendly” Reduce/reuse appealing; perceived as reducing waste Appreciates how the personalized experience makes finding her promotions easier and ensures she’ll not miss out on a good deal. TEENS MOMS
    • 62. MOMS do not enjoy shopping with their teens because they are unfocused and inefficient. However , moms need to see what teens have in mind to provide guidance, consent and payment assistance. TEENS do not enjoy shopping with their moms because they crave independence and time with friends. However , connectivity with mom is essential to getting timely consent and access to funds.
    • 63.  
    • 64.  
    • 65.  
    • 66.  
    • 67.  
    • 68.  
    • 69.  
    • 70.  
    • 71.  
    • 72.  
    • 73. Receptive overall – “cool,” “fun” and “something new” Downloading a brand-specific app for this purpose was too time-consuming, complicated Like that they can get pre-approval from Mom and solicit input from friends Mixed overall – “cool” and “innovative,” but “too many steps’’ Good way to participate in bigger purchases “ Get the OK to buy” and "Bill My Parents" was perceived to be irritating, potentially unsecure or encouraging more shopping TEENS MOMS
    • 74. MOMS want to feel smart about how they maximize their shopping because they have budget limitations. However , this isn’t much fun because there’s no room for impulse. TEENS are impressively savvy with their OWN money because they “feel” the transaction more fully. However , they need help shopping within a budget.
    • 75.  
    • 76.  
    • 77.  
    • 78.  
    • 79. Very receptive overall – “cool,” “creative” and “handy” Most indicated this saves time and makes it easier (and more fun) to shop within their budget Some suggested it makes them smarter about money Very receptive overall – “more efficient,” and “helps me get the most for my money” Some questions/concerns about shipping, “hold it” details and in-store pick-up See the promise for their teens, as it would teach spending within their means; and ideal for holiday shopping TEENS MOMS
    • 80. INNOVATE YOUR WAY OUT
      • Begin with an Insight Formula
      • Create rapid prototypes
      • Test, (fail quickly), learn, launch – agility is key!
    • 81. Support consumers as marketers and merchandisers! ??? Autofill codes, points, and special offers; deal expiration alerts Support social marketing and merchandising Monetize your Facebook page Add Raves to your Ratings & Reviews Get more relevant at the shelf level
    • 82. Use messaging to tap into thrift mentality Make meaningful service changes based on feedback Use social networks to share shipping codes or offers Introduce new products and price points Shift the dialog Offer new utility/fun
    • 83.
      • A crisis is a terrible thing to waste.
      — Paul Romer, Stanford economist
    • 84. thank you. COMPLIMENTARY PRESENTATION FILE: [email_address] www.resource.com by Kit Yarrow and Jayne O'Donnell Special thanks to our research partners: