1. The document examines what it means to be American today. It analyzes surveys and research on changing attitudes.
2. Younger generations are less motivated to "buy American" based solely on patriotism and see being American as embracing multiple cultures. Older generations more closely tie patriotism to buying American products.
3. The "new American" prioritizes personal responsibility, optimism about the future, and transparency from brands. They want companies to admit mistakes and help create social and environmental change.
Diverse Millennials find themselves up against a trifecta of pressures... however it is what they do under that pressure that defines who they are and where they are going. Meet the Hyper-Millennial... Visit our site for a free download.
This document discusses various marketing concepts and strategies used to target consumers, especially children. It explains that the goal of marketing is to build brand awareness, adoption, and loyalty in order to persuade customers to purchase products. Marketers closely study demographics and psychographics to identify target markets. The document also examines how corporations extensively market directly to children, exploiting their vulnerabilities, and how parents influence children's purchasing behaviors. It suggests companies seek to commodify all aspects of people's lives in order to maximize lifetime customer value.
1) The document discusses topics related to marketing, including how corporations target children and influence purchasing behaviors. 2) It explains how companies try to attract customers early in life and maintain loyalty throughout their lifetime for increased profits. 3) Key marketing concepts are outlined, such as identifying, satisfying, and retaining customers, as well as factors that influence brand loyalty.
This document discusses generational marketing and provides information about key generations including Millennials. It defines generations based on birth years and defining historical events. Millennials are characterized as adaptable, impatient, tech-savvy multi-taskers who are learning-oriented. The document outlines traits and notable figures for Traditionals, Boomers, Gen-Xers, and Millennials to understand how each generation's experiences shape their perspectives and preferences.
The document discusses various marketing concepts and strategies used to target consumers, especially children. It explains how companies seek to build brand loyalty from a young age and view consumers as lifetime customers. Some key points are:
1) Companies try to attract young customers and keep them loyal for life through "cradle to grave" branding.
2) Marketing directly targets children's feelings of self-worth and prey on issues like obesity, depression, and financial problems to influence purchases.
3) The goal is to commodify every aspect of people's lives and provide products/services from childhood through retirement.
Gen Edge is a rebellious generation that intends to speak out and shake things up. However, their rebellion is defined by a desire for reform rather than destruction. They have witnessed economic struggles, disconnected politics, and stressed Millennials pursuing unrealistic careers. As a result, Gen Edge is hardworking, entrepreneurial, and believes in challenging institutions to create positive change. Their Gen X parents, access to information, and social media platforms empower Gen Edge to voice issues and spark debates on a global scale, representing a new age of rebellion focused on reform over conformism.
Generation Edge in India refers to those born between 1994-onwards, numbering at least 400 million people. They have grown up in a time of rapid changes and increased opportunities in India. While ambitious and wanting to chart their own path, they still face pressures from traditional values emphasizing stability, modesty and conformity. As the first generation with widespread access to technology and global influences, Generation Edge struggles to balance individualism with social expectations in a still largely conservative society. For brands, it is important to inspire and support this generation by showing them how to pursue their dreams and manage multiple identities, while making the most of opportunities in the present.
Baby Boomers: The sweet-spot demographic in the middle of the actionBOOMbox Network
Marketing lessons about talking to the baby boomer audience. Where are they? What are they doing? What do they think? How can you tell them about your products and services?
Diverse Millennials find themselves up against a trifecta of pressures... however it is what they do under that pressure that defines who they are and where they are going. Meet the Hyper-Millennial... Visit our site for a free download.
This document discusses various marketing concepts and strategies used to target consumers, especially children. It explains that the goal of marketing is to build brand awareness, adoption, and loyalty in order to persuade customers to purchase products. Marketers closely study demographics and psychographics to identify target markets. The document also examines how corporations extensively market directly to children, exploiting their vulnerabilities, and how parents influence children's purchasing behaviors. It suggests companies seek to commodify all aspects of people's lives in order to maximize lifetime customer value.
1) The document discusses topics related to marketing, including how corporations target children and influence purchasing behaviors. 2) It explains how companies try to attract customers early in life and maintain loyalty throughout their lifetime for increased profits. 3) Key marketing concepts are outlined, such as identifying, satisfying, and retaining customers, as well as factors that influence brand loyalty.
This document discusses generational marketing and provides information about key generations including Millennials. It defines generations based on birth years and defining historical events. Millennials are characterized as adaptable, impatient, tech-savvy multi-taskers who are learning-oriented. The document outlines traits and notable figures for Traditionals, Boomers, Gen-Xers, and Millennials to understand how each generation's experiences shape their perspectives and preferences.
The document discusses various marketing concepts and strategies used to target consumers, especially children. It explains how companies seek to build brand loyalty from a young age and view consumers as lifetime customers. Some key points are:
1) Companies try to attract young customers and keep them loyal for life through "cradle to grave" branding.
2) Marketing directly targets children's feelings of self-worth and prey on issues like obesity, depression, and financial problems to influence purchases.
3) The goal is to commodify every aspect of people's lives and provide products/services from childhood through retirement.
Gen Edge is a rebellious generation that intends to speak out and shake things up. However, their rebellion is defined by a desire for reform rather than destruction. They have witnessed economic struggles, disconnected politics, and stressed Millennials pursuing unrealistic careers. As a result, Gen Edge is hardworking, entrepreneurial, and believes in challenging institutions to create positive change. Their Gen X parents, access to information, and social media platforms empower Gen Edge to voice issues and spark debates on a global scale, representing a new age of rebellion focused on reform over conformism.
Generation Edge in India refers to those born between 1994-onwards, numbering at least 400 million people. They have grown up in a time of rapid changes and increased opportunities in India. While ambitious and wanting to chart their own path, they still face pressures from traditional values emphasizing stability, modesty and conformity. As the first generation with widespread access to technology and global influences, Generation Edge struggles to balance individualism with social expectations in a still largely conservative society. For brands, it is important to inspire and support this generation by showing them how to pursue their dreams and manage multiple identities, while making the most of opportunities in the present.
Baby Boomers: The sweet-spot demographic in the middle of the actionBOOMbox Network
Marketing lessons about talking to the baby boomer audience. Where are they? What are they doing? What do they think? How can you tell them about your products and services?
This chapter discusses how Americans can learn from first generation Mexican immigrants by being willing to work hard and live frugally. Like immigrants in the past, modern Mexican immigrants make significant sacrifices and journeys to come to America for increased opportunities and a chance at a better life. The chapter encourages embracing an immigrant mindset of valuing opportunities through hard work and living within one's means in order to attain the American Dream. It advocates adopting the persevering attitude of immigrants who are willing to work hard, even in difficult conditions, to survive and build a better future through seizing opportunities.
Pew Research CenterMost think the American dream is within re.docxherbertwilson5999
Pew Research Center
“Most think the American dream is within reach for them.”
By Samantha Smith
October 31, 2017
Despite persistently low levels of public satisfaction with the state of the nation, most Americans say they have achieved the “American dream” or are on their way to achieving it. Only about one-in-five (17%) say the American dream is “out of reach” for their family.
The American dream means different things to different people, however. Far fewer Americans say “becoming wealthy” is essential to the American dream than say the same about personal freedom and a good family life.
Overall, 36% of U.S. adults say their family has achieved the American dream, while another 46% say they are “on their way” to achieving it, according to an August survey by Pew Research Center. (The survey asked people about the “American dream,” as they define it.) People who say they have already achieved the American dream are generally older, more affluent and better-educated than those who say they are on their way to achieving the American dream and those who say it’s out of reach.
Whites (41%) are more likely than blacks (17%) or Hispanics (32%) to say they have achieved the American dream. But more blacks (62%) and Hispanics (51%) than whites (42%) say they are on their way to achieving it. Notably, there are no significant racial or ethnic differences in the shares who say the American dream is out of reach for their families.
The partisan differences in impressions of whether people have reached the American dream are relatively modest: 41% of Republicans and Republican-leaning independents say they have achieved it, compared with 32% of Democrats and Democratic leaners.
Freedom of choice, family widely viewed as essential elements of American dream
While people differ on the meaning of the American dream, very few – just 11% of the public – say “being wealthy” is essential to their own view of it.
By contrast, majorities say “freedom of choice in how to live” (77%), having a good family life (70%) and retiring comfortably (60%) are essential to their view of the American dream.
Smaller shares say making valuable community contributions (48%), owning a home (43%) and having a successful career (also 43%) are essential to their view of the American dream, but relatively few (no more than 9%) say these are not important to the American dream.
However, 40% say being wealthy is not important in their vision of the American dream, by far the highest share among the seven items asked about.
There are modest educational differences in attitudes about what is essential to the American dream. For example, 87% of those with at least a four-year college degree say freedom of choice in how to live is essential, as do 82% of those with some college experience. By comparison, a smaller majority (65%) of those with no more than a high school diploma say this.
And while 15% of those with a high school education or less say becoming wealthy is essen.
Pew Research CenterMost think the American dream is within redannies7qbuggie
Pew Research Center
“Most think the American dream is within reach for them.”
By Samantha Smith
October 31, 2017
Despite persistently low levels of public satisfaction with the state of the nation, most Americans say they have achieved the “American dream” or are on their way to achieving it. Only about one-in-five (17%) say the American dream is “out of reach” for their family.
The American dream means different things to different people, however. Far fewer Americans say “becoming wealthy” is essential to the American dream than say the same about personal freedom and a good family life.
Overall, 36% of U.S. adults say their family has achieved the American dream, while another 46% say they are “on their way” to achieving it, according to an August survey by Pew Research Center. (The survey asked people about the “American dream,” as they define it.) People who say they have already achieved the American dream are generally older, more affluent and better-educated than those who say they are on their way to achieving the American dream and those who say it’s out of reach.
Whites (41%) are more likely than blacks (17%) or Hispanics (32%) to say they have achieved the American dream. But more blacks (62%) and Hispanics (51%) than whites (42%) say they are on their way to achieving it. Notably, there are no significant racial or ethnic differences in the shares who say the American dream is out of reach for their families.
The partisan differences in impressions of whether people have reached the American dream are relatively modest: 41% of Republicans and Republican-leaning independents say they have achieved it, compared with 32% of Democrats and Democratic leaners.
Freedom of choice, family widely viewed as essential elements of American dream
While people differ on the meaning of the American dream, very few – just 11% of the public – say “being wealthy” is essential to their own view of it.
By contrast, majorities say “freedom of choice in how to live” (77%), having a good family life (70%) and retiring comfortably (60%) are essential to their view of the American dream.
Smaller shares say making valuable community contributions (48%), owning a home (43%) and having a successful career (also 43%) are essential to their view of the American dream, but relatively few (no more than 9%) say these are not important to the American dream.
However, 40% say being wealthy is not important in their vision of the American dream, by far the highest share among the seven items asked about.
There are modest educational differences in attitudes about what is essential to the American dream. For example, 87% of those with at least a four-year college degree say freedom of choice in how to live is essential, as do 82% of those with some college experience. By comparison, a smaller majority (65%) of those with no more than a high school diploma say this.
And while 15% of those with a high school education or less say becoming wealthy is essen ...
SMO and SMM implementations of Obama's election Campaign on the Internet. This PPT shows the powerful usage of search media optimization and social media marketing to reach millions of people accross the globe.
This document outlines several cultural values that are prevalent among most Americans. It describes Americans as valuing personal control over the environment, believing humans can control nature. Americans also value change as inherently good and linked to progress. Time is highly valued as it enables productivity and accomplishment. Equality is a cherished value with the idea that all people are created equal. Individualism and privacy are also valued. Americans believe in self-help through hard work and independence. Competition and free enterprise are seen as bringing out the best in people. Americans are future oriented and value action/work over inaction. They are also informal, direct, honest, practical, efficient, and materialistic.
This document provides an overview of a proposed assignment on cross-cultural understanding. It includes an introduction and outlines of 8 chapters that will cover topics such as American culture, cross-cultural conflict and adjustment, verbal and nonverbal communication, relationships and families, education, and work practices and attitudes. The chapters will examine cultural values and norms in the United States and how they differ from other cultures.
Think Millennials and Gen Z are the Same? Think Again. Amy Snow
Gen Z is just being defined, but for some reason marketers and journalists often conflate them with Millennials. But this new cohort is different in some really critical ways. Learn everything you need to know about both.
Generation X refers to those born between the early 1960s and early 1980s. They are typically more independent and skeptical of marketing than previous generations. When making purchases, Generation X consumers conduct extensive research online and value authentic brands that respect their independence. Effective marketing strategies for this generation involve providing ample product information on multiple platforms, personalized communication through email and direct mail, and avoiding stereotypes. Examples of successes include Miller Lite appealing to Gen X nostalgia and masculinity through packaging updates and sports star endorsements, as well as Dove's Campaign for Real Beauty empowering Gen X women. In contrast, Lifelock's dramatic marketing stunts were an epic failure that damaged the brand's credibility.
This document outlines three options for how to spread prosperity and improve economic opportunity in the US:
Option 1 focuses on giving people the tools to start new businesses through reducing barriers to small business growth and providing job training programs.
Option 2 argues for strengthening the social safety net to ensure protections are in place for all.
Option 3 proposes reducing inequality by decreasing the large gaps between the wealthy and middle/lower classes to make it easier for people to enter the middle class.
The document provides context on the current economic challenges many Americans face in achieving economic security and pros and cons of each approach to spark deliberation on possible solutions.
Conventional wisdom suggests that to peer into the crystal ball of America’s future, one should go to Silicon Valley to check out the latest start-up unicorns, or to New York or Los Angeles to scout emerging trends in fashion and food.
Middle America, on the other hand, is often described as if it’s on the margins of culture and innovation — “flyover country” — provincial, unsophisticated and stuck in the past. But Middle America is diverse and although it is not stuck in the past —rhetoric about it is.
In Reinvention in Middle America, we put a spotlight on the region, looking at it not through the lens of politics, ideology or outdated clichés but rather through innovation. We look at key cities from Cleveland to Nashville to Louisville and how they’re reinventing themselves by embracing innovation in manufacturing, city design, healthcare, sustainability efforts and clean energy, creatively solving problems that the entire country will eventually have to confront. And they’re imbuing this reinvention with characteristic Middle American values of community, collaboration, and concern for the social impact of their actions.
Yes, portions of Middle America may have a lot of cornfields — but drone-farming is happening there. Although Nashville is still the seat of the Grand Ole Opry, it’s also emerging as a major fashion and design hub. And in Appalachia, a coal museum is powered by solar energy and out-of-work coal miners are reinventing themselves as coders. It’s even predicted that in five years, the Midwest will have more startups than Silicon Valley.
Although it’s easy to politicize and divide America, innovation is not about moving right or left. Innovation is about moving forward.
67 pp
Methodology: For this report, sparks & honey conducted primary research using our proprietary Cultural Intelligence system. Methodologies included social listening, combing through thousands of cultural signals, and interviewing experts in the fields of technology, urbanism, healthcare, government and collaborative economies including thought leaders from our Advisory Board and additional POIs. We surveyed 1056 adults (18+) from across the United States for their perspectives about innovation in the US.
Understanding Baby Boomer Consumers: The Sandwich GenerationChappy_02
This document discusses the Baby Boomer generation born between 1946-1964. It summarizes key events and experiences across their lifespan such as coming of age in the 1960s during social change, economic uncertainty in the 1970s, chasing status in the 1980s, and facing retirement and health issues now. As the largest living adult generation, Baby Boomers have faced challenges of caring for aging parents while also supporting children. They are redefining aging by staying active and using technology. With increased longevity, Baby Boomers will continue to impact society as pioneers through their spending power and optimism.
In 2016, JUST Capital surveyed nearly 4,000 Americans from all regions and walks of life, in its second annual Poll on Corporate America. Fully weighted to the U.S. Census, our annual survey was established in 2015 to give the American people a greater voice in the dialogue on business culture and understand what matters most to the public when it comes to corporate behavior. Since 2015, we’ve surveyed over 50,000 Americans to find out what they believe makes for a JUST company. Our study is one of the largest of its kind ever undertaken.
Crossing the Chasm: Entrepreneurs as Agents of ChangeAnna Pollock
Presentation to the Women Chiefs of Enterprise International (WCEI) in Sydney of the key change drivers affecting consumer values and business practice
Crossing the Chasm: Entrepreneurs as Agents of ChangeConsciousTravel
Presentation given in Sydney to the Women Chiefs of Enterprise International (#WCEI2011) on key change drivers affecting consumer values and business practice
This document provides an overview of Millennials and strategies for capturing their attention. It defines Millennials as those born between 1981-2000, totaling over 92 million in the US. Millennials are highly connected through social media and prefer urban environments. The document outlines Millennials' unique traits like being special, sheltered, team-oriented, and achieving. It recommends meeting Millennials on social media as they get most of their news from television and the internet. The document proposes aligning company messaging and initiatives with what resonates with Millennials and implementing an strategic social media plan to reach this important demographic.
ASY1 Media Studies Young & Rubican 4Cs applied to 'Tide' and 'Wateraid' Case ...KBucket
Young & Rubican developed an audience segmentation method called the "4Cs" based on Maslow's Hierarchy of Needs. The 4Cs divides all people into 7 types based on their core needs or desires: Reformers who seek enlightenment, Explorers who seek discovery, Succeeders who seek control, Aspires who seek status, Mainstreamers who seek security, Strugglers who seek escape, and Resigned who seek survival. Case studies on Tide and WaterAid ads show how they appeal to different audience types - the Tide ad appeals to Mainstreamers and Aspires, focusing on family and domestic roles, while the WaterAid ad appeals to Reformers by challenging norms and to Mainstreamers
Black Consumer Project Wave 1 - Identity + ValuesThinkNow
This document provides a summary of key findings from a survey of Black consumers in the United States. Some of the main findings include:
- There is no universally preferred label for Black identity, though "Black American" emerged as one of the top three preferred names.
- Black Americans are more likely than non-Blacks to believe that their race/heritage defines who they are.
- While family and faith are top values for all Americans, Black Americans more highly rank personal growth as a driving value.
- Around 57% of Black Americans believe in the American Dream, though rates vary by age, geography, and nativity.
- Black Americans define success more in terms of maintaining personal and financial health rather
The document discusses how important decision making is for success and achieving freedom. It notes that while failure is inevitable, successful people understand this and make decisions quickly and resolutely. It provides an example of the founding fathers, who made the pivotal decision of declaring independence from Britain, knowing it could result in their deaths if unsuccessful but would gain freedom for Americans if it succeeded. It encourages the reader to make one transformative decision to improve their life and not just accept average outcomes.
The document discusses how marketers need to change their approach and focus less on big advertising campaigns and more on understanding cultural practices and generating ideas that are participatory and spreadable. It suggests that marketers celebrate rich ideas over loud messages and focus on having a point of view on the world rather than just their product category. Successful modern ideas are those that get people to do things rather than just say things.
Then Life Happened: Millennials Out of Their Formative Years and Into The FireResource/Ammirati
The document discusses generational traits and events that have shaped millennials, and analyzes how different archetypes manifest among them. It identifies the hero/warrior, explorer, and creator as dominant archetypes for millennials. For each archetype, it outlines their life context, goals, fears and gifts, and provides examples of brands that have successfully appealed to each, highlighting how they empower self-expression, independence, achievement and social change.
5 Technology Trends that will boom in the next 5 yearsMansi Trivedi
The document summarizes 5 technology trends that will emerge in the next 5 years:
1) Hologram projections of concerts and museum performances that people can pay to attend virtually.
2) A single "Lifeometer" device or app that tracks all of a person's health, activity, loyalty, banking, and work data in one place.
3) Surfaces that can become computing devices through chips or buttons to diminish the need for separate devices.
4) Interactive TV shows where people can take on character avatars and roles to replay and extend shows.
5) Ubiquitous AI like Siri that will be more integrated into daily life and smarter, providing health and work recommendations to users
Over 50% of India's population is young, with a median age of 26. Indian youth are individualistic yet collective, seeking opportunities for dramatic transformation through technology while remaining rooted in tradition. They take risks by jumping with a safety net of family support and education.
This chapter discusses how Americans can learn from first generation Mexican immigrants by being willing to work hard and live frugally. Like immigrants in the past, modern Mexican immigrants make significant sacrifices and journeys to come to America for increased opportunities and a chance at a better life. The chapter encourages embracing an immigrant mindset of valuing opportunities through hard work and living within one's means in order to attain the American Dream. It advocates adopting the persevering attitude of immigrants who are willing to work hard, even in difficult conditions, to survive and build a better future through seizing opportunities.
Pew Research CenterMost think the American dream is within re.docxherbertwilson5999
Pew Research Center
“Most think the American dream is within reach for them.”
By Samantha Smith
October 31, 2017
Despite persistently low levels of public satisfaction with the state of the nation, most Americans say they have achieved the “American dream” or are on their way to achieving it. Only about one-in-five (17%) say the American dream is “out of reach” for their family.
The American dream means different things to different people, however. Far fewer Americans say “becoming wealthy” is essential to the American dream than say the same about personal freedom and a good family life.
Overall, 36% of U.S. adults say their family has achieved the American dream, while another 46% say they are “on their way” to achieving it, according to an August survey by Pew Research Center. (The survey asked people about the “American dream,” as they define it.) People who say they have already achieved the American dream are generally older, more affluent and better-educated than those who say they are on their way to achieving the American dream and those who say it’s out of reach.
Whites (41%) are more likely than blacks (17%) or Hispanics (32%) to say they have achieved the American dream. But more blacks (62%) and Hispanics (51%) than whites (42%) say they are on their way to achieving it. Notably, there are no significant racial or ethnic differences in the shares who say the American dream is out of reach for their families.
The partisan differences in impressions of whether people have reached the American dream are relatively modest: 41% of Republicans and Republican-leaning independents say they have achieved it, compared with 32% of Democrats and Democratic leaners.
Freedom of choice, family widely viewed as essential elements of American dream
While people differ on the meaning of the American dream, very few – just 11% of the public – say “being wealthy” is essential to their own view of it.
By contrast, majorities say “freedom of choice in how to live” (77%), having a good family life (70%) and retiring comfortably (60%) are essential to their view of the American dream.
Smaller shares say making valuable community contributions (48%), owning a home (43%) and having a successful career (also 43%) are essential to their view of the American dream, but relatively few (no more than 9%) say these are not important to the American dream.
However, 40% say being wealthy is not important in their vision of the American dream, by far the highest share among the seven items asked about.
There are modest educational differences in attitudes about what is essential to the American dream. For example, 87% of those with at least a four-year college degree say freedom of choice in how to live is essential, as do 82% of those with some college experience. By comparison, a smaller majority (65%) of those with no more than a high school diploma say this.
And while 15% of those with a high school education or less say becoming wealthy is essen.
Pew Research CenterMost think the American dream is within redannies7qbuggie
Pew Research Center
“Most think the American dream is within reach for them.”
By Samantha Smith
October 31, 2017
Despite persistently low levels of public satisfaction with the state of the nation, most Americans say they have achieved the “American dream” or are on their way to achieving it. Only about one-in-five (17%) say the American dream is “out of reach” for their family.
The American dream means different things to different people, however. Far fewer Americans say “becoming wealthy” is essential to the American dream than say the same about personal freedom and a good family life.
Overall, 36% of U.S. adults say their family has achieved the American dream, while another 46% say they are “on their way” to achieving it, according to an August survey by Pew Research Center. (The survey asked people about the “American dream,” as they define it.) People who say they have already achieved the American dream are generally older, more affluent and better-educated than those who say they are on their way to achieving the American dream and those who say it’s out of reach.
Whites (41%) are more likely than blacks (17%) or Hispanics (32%) to say they have achieved the American dream. But more blacks (62%) and Hispanics (51%) than whites (42%) say they are on their way to achieving it. Notably, there are no significant racial or ethnic differences in the shares who say the American dream is out of reach for their families.
The partisan differences in impressions of whether people have reached the American dream are relatively modest: 41% of Republicans and Republican-leaning independents say they have achieved it, compared with 32% of Democrats and Democratic leaners.
Freedom of choice, family widely viewed as essential elements of American dream
While people differ on the meaning of the American dream, very few – just 11% of the public – say “being wealthy” is essential to their own view of it.
By contrast, majorities say “freedom of choice in how to live” (77%), having a good family life (70%) and retiring comfortably (60%) are essential to their view of the American dream.
Smaller shares say making valuable community contributions (48%), owning a home (43%) and having a successful career (also 43%) are essential to their view of the American dream, but relatively few (no more than 9%) say these are not important to the American dream.
However, 40% say being wealthy is not important in their vision of the American dream, by far the highest share among the seven items asked about.
There are modest educational differences in attitudes about what is essential to the American dream. For example, 87% of those with at least a four-year college degree say freedom of choice in how to live is essential, as do 82% of those with some college experience. By comparison, a smaller majority (65%) of those with no more than a high school diploma say this.
And while 15% of those with a high school education or less say becoming wealthy is essen ...
SMO and SMM implementations of Obama's election Campaign on the Internet. This PPT shows the powerful usage of search media optimization and social media marketing to reach millions of people accross the globe.
This document outlines several cultural values that are prevalent among most Americans. It describes Americans as valuing personal control over the environment, believing humans can control nature. Americans also value change as inherently good and linked to progress. Time is highly valued as it enables productivity and accomplishment. Equality is a cherished value with the idea that all people are created equal. Individualism and privacy are also valued. Americans believe in self-help through hard work and independence. Competition and free enterprise are seen as bringing out the best in people. Americans are future oriented and value action/work over inaction. They are also informal, direct, honest, practical, efficient, and materialistic.
This document provides an overview of a proposed assignment on cross-cultural understanding. It includes an introduction and outlines of 8 chapters that will cover topics such as American culture, cross-cultural conflict and adjustment, verbal and nonverbal communication, relationships and families, education, and work practices and attitudes. The chapters will examine cultural values and norms in the United States and how they differ from other cultures.
Think Millennials and Gen Z are the Same? Think Again. Amy Snow
Gen Z is just being defined, but for some reason marketers and journalists often conflate them with Millennials. But this new cohort is different in some really critical ways. Learn everything you need to know about both.
Generation X refers to those born between the early 1960s and early 1980s. They are typically more independent and skeptical of marketing than previous generations. When making purchases, Generation X consumers conduct extensive research online and value authentic brands that respect their independence. Effective marketing strategies for this generation involve providing ample product information on multiple platforms, personalized communication through email and direct mail, and avoiding stereotypes. Examples of successes include Miller Lite appealing to Gen X nostalgia and masculinity through packaging updates and sports star endorsements, as well as Dove's Campaign for Real Beauty empowering Gen X women. In contrast, Lifelock's dramatic marketing stunts were an epic failure that damaged the brand's credibility.
This document outlines three options for how to spread prosperity and improve economic opportunity in the US:
Option 1 focuses on giving people the tools to start new businesses through reducing barriers to small business growth and providing job training programs.
Option 2 argues for strengthening the social safety net to ensure protections are in place for all.
Option 3 proposes reducing inequality by decreasing the large gaps between the wealthy and middle/lower classes to make it easier for people to enter the middle class.
The document provides context on the current economic challenges many Americans face in achieving economic security and pros and cons of each approach to spark deliberation on possible solutions.
Conventional wisdom suggests that to peer into the crystal ball of America’s future, one should go to Silicon Valley to check out the latest start-up unicorns, or to New York or Los Angeles to scout emerging trends in fashion and food.
Middle America, on the other hand, is often described as if it’s on the margins of culture and innovation — “flyover country” — provincial, unsophisticated and stuck in the past. But Middle America is diverse and although it is not stuck in the past —rhetoric about it is.
In Reinvention in Middle America, we put a spotlight on the region, looking at it not through the lens of politics, ideology or outdated clichés but rather through innovation. We look at key cities from Cleveland to Nashville to Louisville and how they’re reinventing themselves by embracing innovation in manufacturing, city design, healthcare, sustainability efforts and clean energy, creatively solving problems that the entire country will eventually have to confront. And they’re imbuing this reinvention with characteristic Middle American values of community, collaboration, and concern for the social impact of their actions.
Yes, portions of Middle America may have a lot of cornfields — but drone-farming is happening there. Although Nashville is still the seat of the Grand Ole Opry, it’s also emerging as a major fashion and design hub. And in Appalachia, a coal museum is powered by solar energy and out-of-work coal miners are reinventing themselves as coders. It’s even predicted that in five years, the Midwest will have more startups than Silicon Valley.
Although it’s easy to politicize and divide America, innovation is not about moving right or left. Innovation is about moving forward.
67 pp
Methodology: For this report, sparks & honey conducted primary research using our proprietary Cultural Intelligence system. Methodologies included social listening, combing through thousands of cultural signals, and interviewing experts in the fields of technology, urbanism, healthcare, government and collaborative economies including thought leaders from our Advisory Board and additional POIs. We surveyed 1056 adults (18+) from across the United States for their perspectives about innovation in the US.
Understanding Baby Boomer Consumers: The Sandwich GenerationChappy_02
This document discusses the Baby Boomer generation born between 1946-1964. It summarizes key events and experiences across their lifespan such as coming of age in the 1960s during social change, economic uncertainty in the 1970s, chasing status in the 1980s, and facing retirement and health issues now. As the largest living adult generation, Baby Boomers have faced challenges of caring for aging parents while also supporting children. They are redefining aging by staying active and using technology. With increased longevity, Baby Boomers will continue to impact society as pioneers through their spending power and optimism.
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We're all talking about the growth of digital in India but when you really start looking at some numbers and efforts by brands, you realize how exponential the adaptation has been.
(Thanks Gauravnomics for some inspirational examples)
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What is a Catalytic Converter?: Learn about the function of catalytic converters in vehicles and why they are targeted by thieves.
Why are They Stolen?: Discover the valuable metals inside catalytic converters (such as platinum, palladium, and rhodium) that make them attractive to criminals.
Steps to Prevent Catalytic Converter Theft:
Parking Strategies: Tips on where and how to park your vehicle to reduce the risk of theft, such as parking in well-lit areas or secure garages.
Protective Devices: Overview of various anti-theft devices available, including catalytic converter locks, shields, and alarms.
Etching and Marking: The benefits of etching your vehicle’s VIN on the catalytic converter or using a catalytic converter marking kit to make it traceable and less appealing to thieves.
Surveillance and Monitoring: Recommendations for using security cameras and motion-sensor lights to deter thieves.
Statistics and Insights:
Theft Rates by Borough: Analysis of data to determine which borough in NYC experiences the highest rate of catalytic converter thefts.
Recent Trends: Current trends and patterns in catalytic converter thefts to help you stay aware of emerging hotspots and tactics used by thieves.
Benefits of This Presentation:
Awareness: Increase your awareness about catalytic converter theft and its impact on vehicle owners.
Practical Tips: Gain actionable insights and tips to effectively prevent catalytic converter theft.
Local Insights: Understand the specific risks in different NYC boroughs, helping you take targeted preventive measures.
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2. Foreword
I sat there, in front of my 32 inches Samsung TV, watching ‘The
Practice’ in awe of the suits, scandals and society. I sat there, on my
Indian couch and culture, dreaming the big American dream. We all
did. While the world watched, America, year over year, signified
power, freedom, opportunity and success. We all dreamed in red,
white and blue. And in dollars.
Today, as I glance around, trying to find the ‘proud of being
American button’ engraved on people’s chests, I only find flags of
disdain and broken promises. They all nod their heads in
bewilderment when asked whether they considered themselves true
Americans or not. ‘What do you mean ‘true’ Americans?’ They
questioned.
So, I took up the quest of understanding Americans. I sent out
surveys, raised questions in person, eavesdropped on conversations,
interviewed bloggers and studied various charts. I asked them all,
what had changed and what hadn’t? American citizens or global
habitants? Stayed true to tradition or created their own cultures?
I asked them, ‘What does it mean to be an American?’
- Mansi Trivedi
Sources: Gallup Survey, Pew Study, Primary Quantitative/Qualitative Research,
iBrand/TCE Study, Blogs
3. “Your whole life is
freedom. So many
people have lost
fortunes, but they
went back and kept
going until they
finally made it. You
take what you have
and go make
something”
Hariett Ball, school teacher on “Being an American”
4. Contents
Four questions and an insight
1. Who considers himself/herself as
being an American?
2. What does being an American
really mean?
3. What has changed and how?
4. Who is the new ‘American’?
5. The new American - Insight
5. 1. Who considers himself/herself as being an
American?
Demographic Divide when it comes to patriotism
• Less % of the younger age groups consider themselves patriotic and higher % of older age
groups consider themselves more patriotic. (Gallup Survey)
• For the older generations, being American lies in heritage, traditions and ideals. As such,
much tighter correlation between being and buying American with older generations because it
defines them through their traditions and values. (Gallup Survey, Pew Research)
• Americans are jaded by the current situation and their confidence on America being a super
power is deteriorating. Although, there is also a growing trend of people supporting their local
communities and helping their communities prosper.
• Life-stage: Younger Married/Unmarried age groups are not motivated to buy only American
• Domestic/Imports: Import vehicle buyers tend to be more open to a multicultural society are
not only valuing American ideals but those of other cultures too (GM Ibrands Study)
• iBrands (GM Buyer Behavior Study): Friends and Families and Action Heroes are more
traditional and prefer American manufactured products whereas Progressive Enthusiasts
consider themselves patriotic but their consideration for American manufactured products is
lower. Progressive Enthusiasts also think that being an American is a vital part of their identity
but they also tend to be more open to various cultures, environmentalism. Their preference
towards American manufactured products indexes lower than other ibrands.
6. 2. What does being an American really
mean?
Behavior more important than background
• Last two years have seen a lot of cultural shifts. The young have embraced it and what it
means to be an American has changed for them. The younger generations themselves
define what it means to be an American. Purdue University Survey results found that
behavior is more important than one’s background in defining who is an American.
• Gallup Youth Survey asked youth (aged 13-17) what it meant to be an American? They
said that Being American means accepting others, treating everyone equally, being open
to new ideas and thoughts, appreciating your freedom and not taking what your ancestors
did for granted.
• Americans are calling for new solutions: They want to work hard to restore their secure
lifestyle. They are looking at the government to provide them more solutions. They are
expecting companies to function responsibly and help rebuild America’s image as a
responsible nation. AAR research in April, 2008 found that respondents are likely to
recycle, drive a hybrid car, and take other actions to reduce their impact on the
environment.
• Americans are interested in the truly different and yet authentic. Americans believe in
products/brands that truly give them the freedom to choose, anything that reflects their
beliefs and reinforces their image as being smart citizens. (Some examples include being
associated with brands like Prius, Trader Joe’s, Greenworks, Apple)
7. 3. What has changed and how?
Americans look for social responsibility amongst companies
• There is a difference between Being American and Buying
American. Being American is not translating into buying
American for younger generations. Because as opposed to the
Boomers, Generation X and Y don’t buy brands based on
ideologies but buy brands based on performance.
• For the older generations, being American lies in heritage,
traditions and ideals. As such, much tighter correlation
between being and buying American with older generations
because it defines them through their traditions and values.
• But with the new President, there is a movement of people as
they earn up to the situation and are determined to revive
America. 58% of all Americans think the economy will
improve under Obama.(HCD Survey, December 2008)
• Nearly all (92%) of people surveyed expect businesses to
behave as good corporate citizens by putting more emphasis
on being socially and environmentally responsible and less
emphasis on short-term profits.
8. 4. Who is the new ‘American’?
There has been a shift on what Being American means: from
Background to Current, from Heritage to Potential
Old ‘American’ New ‘American’
Being American is
Being American means
defined based on
freedom, pride and
personal experiences
heritage
Buy Brands that are
Trust Brands that embody responsible, that will play a
that heritage role in our bright future,
brands that reflect my ideals.
IDENTITY ABILITY
9. The ‘new’ American is
The new American is hopeful and optimistic
about the future of America. He/She is
patient and realizes that they have taken the
Optimistic first step towards revival. They are working
harder towards a better tomorrow, towards a
better America.
He/She is not leaving it up to you or me to
change the world. The new American is standing
Responsible up, taking up personal responsibility and owning
up to the challenge of revamping the current
situation. He/She is working towards greener
country and encouraging corporate responsibility.
He/She will fight for what is right because he/she
is armed with global weapons - expression
Tenacious through online platforms - blogs,twitter,forums etc.
He/She abides by the ethical rules and will call
you out if you fail to follow. He/She will fight for
a good cause.
10. The ‘new’ American wants
The new American wants transparency in brands
they buy. The ‘Made in China’ or ‘Made in
America’ tag does not influence purchase but a
Transparency brand story does. The new American has access
to limitless information and concealing
something will only lead to rejection.
He/She embraces technology. Not all of them
understand it but they all appreciate it. Stay
ahead of the curve, be the first and create user-
Innovation friendly manuals. Be approachable, not
intimidating. The new American wants companies
to not take them for granted but constantly
display their capabilities.
The new American wants to rely on companies
that admit their wrongs and rectify the wrongs.
He/She wants socially responsible brands that
Accountability will help them become good global citizens. The
new American is ready to forgive the past if the
efforts are made to make the future better.
11. Starting today, we
must pick
ourselves up, dust
ourselves off, and
begin again the
work of remaking
America.
- President Obama
13. 1960s 1970s 1980s 1990s 2000s Today
Disillusioned
Feeling of
Revival of ‘Living God Bless
Faith in the Road to
with the
pride, of
the American America
American Dream Revival
American
freedom, of
Dream’
Government
belonging
14. Gaining the American Superpower Status:
1960’s •The average family owned a home in the suburbs and bought a new car every few years
•Able to enjoy a comfortable lifestyle that was not available to the average citizen before
World War II.
Focus on individuality and finding inner peace
•Increasing divorce rates, female-headed house-holds, focus on individuality and finding inner
1970’s peace over material satisfaction
•Economic stagnation and recession
•Auto industry found itself largely unable to sell its gas-guzzling large cars, which were its
most profitable. Consumers, faced with rapidly increasing car and fuel prices, were demanding
smaller, more economical cars that got improved gas mileage.
The Me! Generation of status seekers
•The 1980s became the Me! generation of status seekers
1980’s •Hostile takeovers, leveraged buyouts, and mega-mergers spawned a new breed of
billionaires
•Double-digit inflation
•Blend of conservative family values alongside a period of increased telecommunications.
•Auto industry had lost its first-place standing to Japan. One out of every four cars sold in
1980 were imports. By the second quarter of 1981, the Big Three were showing profits again.
In 1985, Americans owned one car for every 1.7 people in the country.
The Electronic Age
•Changed the way we communicate, spend our money and do business.
•An open, diversified society, a functioning democracy, a healthy economy, and the means
1990’s and will to face and overcome its problems
•Auto Industry developments of the late 1990s focused on global expansion into new
markets. Through most of the 1990s, auto makers sold a little over 15 million cars and light
trucks a year in the U.S. market. That changed in the late 1990s: With gasoline prices low
and many U.S. consumers feeling flush from the tech-stock boom, auto sales surged.
15. Dual-Income Families and rise in patriotism
•An American family grew to dual income families in majority.
•International trade grew and so did concern over energy supplies
•Explosion in telecommunications
•Concerns with international terrorism and war
2000’s •The debate over global warming.
•The U.S. market for cars and light trucks continued to be strong till 2005. But sales fell
afterwards. Hurricane Katrina caused gas prices to climb above the $3 mark, and sales of big
vehicles plunged. Although light trucks still accounted for over half of the U.S. passenger
vehicle market in 2005, sales declined. Conversely, passenger car sales grew.
Rise of the Creative-Class and Environmentalists
•The American family is smaller than before. People are marrying much later in their lives and
Today a lot of couples are adopting the empty nesters lifestyle.
•The advent of digital decade, this decade has seen the emergence of the Creative Class, the
D-I-Yers and those who are documenting their entire lives online through tools like Wordpress,
Liveournal, Facebook, Flickr, Blogger, Twitter and so on.
•A new trend of ‘Eco-Iconism’ has also grown. People are making an effort to buy green and
lead a eco-friendly lifestyle.
•The auto industry is seeing a dramatic change. Rising gas prices has sent a panic amongst
truck buyers. The demand has shifted towards small cars and favorable perception has shifted
towards the imports. Toyota has overtaken GM as number 1 automaker of the country while
domestics continue to struggle.
16. Gallup Survey, 2007
How proud are you to be an
American?
- The 9/11 events reinstated the feeling
of patriotism amongst people but as the
country started suffering economic
problems and the war issue, the
number of people proud of being an
American declined.
- The survey shows that the higher
educated, younger, lower income
group of Americans from urban
areas tend to be less patriotic.
17. 2008 GM iBrand Profile Study
On Buying American
• Lifestage: Younger Married/Unmarried age groups are not motivated to buy only American
– Never Married Individuals, Dual Income No Kids, Young Educated Female, Young Affluent Males, Influentials, Educated Wealthy
lifestage groups are more open to a multi-cultural America and are not motivated to buy American as compared with other lifestages.
They think that America is the only superpower nation in the world but don’t necessarily prefer American manufactured products.
– Empty Nesters, Mature Couples, Mature Families, Widow/ers are more traditional in their attitudes. They think that it is necessary to
receive a religious upbringing, being an American is a part of their personal identity and they value American ideals.
• Domestic/Imports: Import vehicle buyers tend to be more open to a multicultural society are not only valuing
American ideals but those of other cultures too
– Domestic owners tend to be more religious, they feel that Being American is a vital part of their identity, there’s no better place to live
than in America, no country even comes close, they also prefer to buy American manufactured products and value American ideals. They
think that environmentalists are extremists and not reasonable people.
– Import owners are more open to cultural influences from other countries and would enjoy living abroad. Given a choice, less than half of
them will buy American. It is about being a sponge. Taking in the best that America has to offer but blending it with other Non-American
products/cultures have to offer.
• iBrands: Friends and Families and Action Heroes are more traditional and prefer American manufactured products
whereas Progressive Enthusiasts consider themselves patriotic but their consideration for American manufactured
products is lower
– Friends and Families and Action Heroes are the highest indexed ibrands that prefer American manufactured products. They tend to be
more traditional and think that being an American is a vital part of their personalities. Friends and Families are more pessimistic towards
America’s future as compared with Action Heroes and Progressive Enthusiasts.
– Progressive Enthusiasts also think that being an American is a vital part of their identity but they also tend to be more open to various
cultures, environmentalism. Their preference towards American manufactured products indexes lower than other ibrands.
18. 2008,2009 Trendwatching.com Reports
Greed to Generosity
Recent ‘Trendwatching’ report highlights the consumer shift in proudly
accepting brands that submitted to being socially responsible.