This document discusses consumer trends that will impact brands in 2017, including moving marketing efforts beyond focusing solely on millennials to also target Generation X. It notes that Gen Xers account for a large portion of US income and brand loyalty. Additionally, it discusses how brands can promote social change and influence, the growth of augmented and virtual reality experiences, and the need for data-driven content tailored to specific audiences. The overall document provides an overview of key consumer trends for brands to consider when developing 2017 marketing strategies to most effectively connect with and understand target audiences.

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Movements in U.S.
culture impacting
brands in the
year ahead.

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Introduction
01
Presentation of
Business Problem
02
Top Consumer
Trends of 2017
03
Workshop
04

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STEEP Factors
Social
Technology
Economic
Environmental
Political
Values
Drivers of consumer
behavior like
“convenience” or “fun”
Different between
cultures and
generations
Stable over time
Trends
Share common values
or motivators
Reveal how consumer
attitudes and
behaviors are
changing
Allow us to connect
with consumers more
effectively
In order for brands to
most effectively
connect with
consumers it’s
necessary to
understand the core
values that drive their
behaviors.
.

6. Acme Widgets Worldwide is a $700 million company that sells
sprockets at third party retail, owned retail, and third party
ecommerce. Currently, Acme has strong brand awareness and
solid brand affinity. Its social media following is relatively large,
and it has a robust consumer database.
Acme’s current consumer base skews older – 35 to 64 (leaning
towards the upper end) years in age, and the company is launching
a new line of sprockets intended for 18-45 year olds (leaning
towards the lower end), with the goal of expanding their consumer
audience to a younger swathe of the population. They have $1
million in marketing budget, including media spend.

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Acme has conducted extensive consumer research to understand
its target audience. They are tech savvy, but are not true early
adopters. They split 50/50 between men and women, and live in or
near urban & metro areas with HHIs of $50-100k. They’re heavy
mobile device users and are avidly engaged on social media,
predominantly Instagram, Facebook, and increasingly Snapchat.
Acme’s research shown that their desired audience leans
progressive on political and social issues.
With this in mind, you and your team have been tasked with
recommending a marketing mix – strategy and tactical
approach – to most effectively reach this new audience,
introduce them to Acme Widget Worldwide’s new line of
sprockets, and move them down the sales funnel.

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Moving Beyond Millennials Be the Change Data-Driven ContentReality 2.0

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25%
Gen Xers account for 25% of the population, but 31%
of U.S income (Iconoculture 2016)
31%
Moving Beyond Millennials
70%
70% of Gen Xers report to be brand loyal, more than
Boomers or Millennials (eMarketer 2016)
64%
64% of parents of Gen Z children say that they consider
their kids first in every decision, a 30% increase over
their own parents (Iconoculture 2016)
22 years old – 35 years old

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21 years old - younger

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37 years old - above

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88%
88% of consumers agree corporations have the power
to influence social change. (JWT, 2016)
Be the Change
57%
57% of Americans are frustrated with the federal
government. (Pew Research Center, 2016)
89%
89% of American consumers said they would consider
switching brands to one associated with a good cause
if price and quality were equal (Brookings Institute, 2013)

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17. Twitter & Instagram posts that mention #deleteuber
Twitter & Instagram posts that mention Uber
Twitter & Instagram posts that mention Lyft

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Reality 2.0
Innovation in virtual reality (VR),
augmented reality (AR) and live-
streaming make it possible for
consumers to access enhanced
reality and experiences. Artificial
intelligence is making every day
experiences seamless and smarter
– both virtual or IRL.

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Companies like Wayfair
and Ikea are using
augmented reality to
position their products
within the context of
consumers’ lives,
bridging the gap
between home and
retail.

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Other brands and entities
have used VR and AR to
immerse consumers in
the process and
experience of their
products.

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Data-Driven Content
Consumers have become increasingly skeptical of
advertising as they face an ever growing deluge of
content and messaging from more and more brands.
In order to stand above the fray and get noticed,
brands need to up their content game. Brands should
expect to leverage the vast amount of consumer data
available to provide tailored, relationship-building
experiences to their audiences.

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26. 24%

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29. Know your brand; know your audience.
Zero in on where you stand, where your audience
stands, what your consumers want, and what you can
provide. When you are confident in your knowledge of
these elements, you can move forward confidently in
your marketing and business decision making.
And now, back to the business problem at hand.