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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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.
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.
Challenged our ethnocentricity ensure that they never again feel the same level of safety and security that they previously had been fortunate enough to take for granted.
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
These events have united us in our fears and in our hopes for a better – and safer – tomorrow.
They have also affected: for a better – and safer – tomorrow.
To monitor these changes, in September for a better – and safer – tomorrow.
McPheters & Company and Beta
Research initiated a tracking study:
that will run through 2002.
all are down significantly in the last few months.
More appreciative/take less for granted
Especially those under 35
Implication #1 for a better – and safer – tomorrow.Consumers will soon start to ease up on their purse-strings
Beneficiaries: for a better – and safer – tomorrow.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.
Implication #2 for a better – and safer – tomorrow.Spending patterns will reflect increased time spent at home.
Beneficiaries: for a better – and safer – tomorrow.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.
Implication #3 for a better – and safer – tomorrow.There will be a trend towards understatement and comfort.
Providers of things like:
Implication #4 familiar!
Affluent Americans will become a more important target for marketers, as they account for an increasing proportion of sales in many discretionary categories.
Beneficiaries: familiar!Media that most effectively reach this segment of the market.
Implication #5 familiar!Increases in the audiences for major media will moderate – but will remain significantly above pre-September 11th levels.
Beneficiaries: familiar!Advertisers who are prepared to take advantage of:
Implication #6 familiar!Increased value will be placed on established relationships and brand preferences.
Beneficiaries: familiar!Marketers who maintain their advertising presence will benefit at the expense of those who neglect communications with their customers.
Recommended Strategies: familiar!