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Changing American Lives MPA Retail Conference March 19, 2002 The Events of September 11 th Affected Us All in Many Ways: For my generation, it was added to other defining moments that have profoundly altered our most basic assumptions and perceptions regarding the world around us.

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Changing american lives mpa retail conference march 19 2002 l.jpg

Changing American LivesMPA Retail ConferenceMarch 19, 2002


The events of september 11 th affected us all in many ways l.jpg

The Events of September 11th Affected Us All in Many Ways:

For my generation, it was added to

other defining moments that have

profoundly altered our most basic

assumptions and perceptions regarding

the world around us.


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For our children, it stands alone as an event that will ensure that they never again feel the same level of safety and security that they previously had been fortunate enough to take for granted.


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Challenged our ethnocentricity

Caused us to reassess our priorities

Caused us to become better informed

Motivated us to reach out to others

Nonetheless, these cataclysmic events

have done much to strengthen us as

individuals and as a nation. They have


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These events have united us in our fears and in our hopes for a better – and safer – tomorrow.


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They have also affected:

  • Our most basic values

  • The way we spend our time

  • The products we buy

  • The trips we take

  • The media we consume


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To monitor these changes, in September

McPheters & Company and Beta

Research initiated a tracking study:

Changing American Lives; Changing Media Preferences

that will run through 2002.


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Today:

  • Highlights of the major trends affecting our society

  • Implications for the future


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Strength in Community; Increased Reliance on Faith

  • More time with family and friends

    • Especially among those under 35

  • More time at home

  • Increased reliance on their faith

  • More positive attitudes towards work


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Increased Connection With Family, Friends, and Home


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The Workplace

  • Slight decrease in time spent working at office

  • More positive attitudes towards their company and their job

    • I appreciate my job more

    • My company handled the crisis well


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Some Leisure Pursuits Have Become More Important


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Others Have Been Curtailed


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Shopping Has Declined Across Many Channels


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We are overcoming our fear of flying. While:

  • 31% are afraid of flying

  • 34% will travel less

  • 25% will select different destinations

all are down significantly in the last few months.


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Spending & Investments

  • 52% are more careful with their spending

  • 48% worry more about financial security; up from 39% in previous wave

  • 44% have adopted more conservative investment strategies


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Changes in Values & Priorities

More appreciative/take less for granted

More cautious

More conservative

More aware

Better informed

Especially those under 35


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Changes in Media Usage

  • More time spent with all major media

  • A much larger proportion of time spent with media allocated to news

  • Greater interest in international news

  • Greatest increase in consumption of news by those under 35


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Increased Consumption of All Major Media

Wave II


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Media Effects Have Moderated, But Are Still Profound


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Increased News Consumption Led By Young


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Implications for the Future


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Implication #1

Consumers will soon start to ease up on their purse-strings

  • Accustomed to prosperity; unresponsive to themes of self-denial and deprivation

  • Strongest among employed and financially secure


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Beneficiaries:

Most, but not all, sectors of the U.S. economy

As Americans continue to spend

carefully, retailers and

manufacturers offering quality

and value will flourish.


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Implication #2

Spending patterns will reflect increased time spent at home.

  • Will benefit categories like:

    • Home electronics

    • Home improvements

    • Furniture & accessories

    • Kitchen equipment

    • Products consumed at home


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Beneficiaries:Lifestyles more oriented to home and family will result in a larger proportion of shopping done from home; and will benefit those marketers who make it easy for buyers to place their orders online, from the kitchen counter, or from their favorite chair.


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Implication #3

There will be a trend towards understatement and comfort.

  • Heightened sensitivity & concern for the needs of others

  • Increased appreciation for products that make us feel comfortable & secure

    • Macaroni & cheese

    • Cashmere

    • Insurance


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Beneficiaries:

Providers of things like:

  • Cashmere & down

  • Comfort food; i.e. macaroni & cheese

  • Insurance

  • Volvo

  • Security systems


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Out with the ostentatious, in with the safe, reliable and familiar!


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Implication #4

Affluent Americans will become a more important target for marketers, as they account for an increasing proportion of sales in many discretionary categories.


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Beneficiaries:

Media that most effectively reach this segment of the market.


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Implication #5

Increases in the audiences for major media will moderate – but will remain significantly above pre-September 11th levels.


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Interest in news will remain high relative to past years

  • Partially supplanted by

    • increased demand for entertainment

    • content related to family, relationships, and the home

  • High demand for financial news


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Beneficiaries:

Advertisers who are prepared to take advantage of:

  • Larger audiences

  • Lower costs

  • Reduced clutter


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Implication #6

Increased value will be placed on established relationships and brand preferences.


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Beneficiaries:Marketers who maintain their advertising presence will benefit at the expense of those who neglect communications with their customers.


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Recommended Strategies:

  • Frequency of contact

  • Emphasis on tradition & relationships

  • Product benefits related to:

    • Home

    • Family

    • Safety

    • Economy


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Changing American LivesMPA Retail ConferenceMarch 19, 2002


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