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prepared for: IFMA COEX 02-27-06. Kicked off by Self-Invention. Creating Inside-Out Answers . Propelled by Personal Authenticity. Creating Inside-Out IDs. Enriched by Advantage: Intangibles. Pursuing Inside-Out Payoffs.

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Kicked off by Self-Invention

Creating Inside-Out Answers

Propelled by Personal Authenticity

Creating Inside-Out IDs

Enriched by Advantage: Intangibles

Pursuing Inside-Out Payoffs


I would rather have so much to do that I risk being stressed than have too little to do and be bored









I never have enough time to do all that I need to do





To get more time, I give up sleep at night

I am always doing more than one thing at a time

I always seem to be in a rush







time above all

keep it real
keep it real

Extremely/very important for me to be seen as someone who can see through exaggeration and hype





never assume
never assume

The brands you buy tell a lot about the kind of person you are



Total 51% 41%

Echoes 54 51

Xers 52 41

Boomers 50 38

Matures 48 36


Inside-Out Economy

for food and diet

it’s good...

  • people accept responsibility
  • people not blaming others
  • people open to innovation
  • people aren’t very good at it
  • people apply higher standards
  • people need much more help

...and it’s challenging


Brand new findings on food & diet.

The latest 2006 MONITOR trends.

A view of food & diet in the context of lifestyles and preventive health care.

  • People hold themselves accountable
  • But can’t really do it very well at all
  • So, people need help and support
  • The opportunity is thus to focus on the things that people regard as helpful
    • I.e., the 4 Vital Signs in the Inside-Out Economy

Yankelovich MONITOR Perspective: “Food for Life”

  • 32-minute Internet survey
  • Nationally representative
  • 2,208 respondents
  • Recontact sample drawn from original respondents to 2005 preventive health care study
  • Directly tied to Yankelovich MONITOR and PULSE health care segmentation
  • Directly generates lists of names of people holding particular attitudes as well as attitudinal profiles of trading and geographic areas

A forthcoming syndicated study surveying the connection between lifestyle values, preventive health care attitudes and decisions about food & diet.

To be launched in a live Webcast on Monday, March 27. Open to all.

(Email me to get free access.)


me, me, me

Top 10 sources about food healthiness

Personal experience/self 61%

Nutritional labels on foods 47

Family and friends 30

Cooking shows on TV 22

Magazines 20

Medical community 11

Newspapers 7

Diet books 7

Government agencies/resources 7

Restaurant menus 6

Diet Web sites 5

Diet organizations 5

American Medical Association 4











Yankelovich PERSPECTIVE“Food for Life” 2006


diet GPA


At Home

On a 0-100 scale, how would you rate your diet...


Away From Home


At Home

On a 0-100 scale,how would you rate your children’s diet...


At School


Away From Home

Yankelovich PERSPECTIVE “Food for Life” 2006


other sources

Sources of nutritional information trust “completely”

Medical/health associations 47%

Medical community 42

American Medical Association 40

Government agencies 27

Family and friends 25

Cooking shows 13

Diet organizations 12

Diet books 8

Magazines 7

Newspapers 7

Talk shows 7

Diet Web sites 7

Food companies 7

National Restaurant Association 5

Restaurant Web sites 4

Restaurant menus 4

Yankelovich PERSPECTIVE“Food for Life” 2006


scoring a bull’s eye

information, please

inventing and reinventing rejecting compromise

confronting dissonance

listening to internal rhythms questioning the comfort zone

pursuing passion

valuing authenticity

feeling above par

standing firm on family

linking “me” and “we”




willful disobedience

the upside of obscurity

looping it


Staying current on self

All about ME

Maintaining well-being

Selfish, narcissistic or isolating

  • Popping in or dropping out when it feels right for me
  • Redefining connection and interaction
  • Putting themselves and their needs out in front...and that’s OK
  • Centering themselves in order to enable success all-around
  • Being ready and able to do for, or give to, others

Of U.S. adults practice yoga, a 43% increase over 2002 (“Yoga in America” survey, 2.05)


Of 136 million spa visits in 2003 were to day spas (The Spa Association, The North American Spa Industry 2004 study)




Of women treat themselves by getting a manicure/pedicure



Say they do a good job setting aside some time for themselves each day


signs & signals


New opportunities for “trading up”

  • Means premium is worth it “if it improves my day” – and more
    • OK to splurge on a snack/meal out …even better if it makes you a more relaxed friend/spouse/ parent
it s no big deal
it’s no big deal

Restaurants should be able to offer really big portions if they want to -- if people want to eat big portions it should be their choice


Yankelovich PERSPECTIVE“Food for Life” 2006


Seeking to ensure individuality and experience connection

Expect greater desire for products that satisfy individual tastes within group situations

Opportune time for multi-varieties or mix ‘n’ match or design your own or culturally appropriate offerings

Host and facilitate connection and engagement -- people to people not people to brand


Companies like Let's Dish! call it "meal assembly." Moms call it a lifesaver. And financial experts call it one of the fastest-growing food trends in the country.

The businesses allow home cooks to gather in a commercial kitchen and assemble prepared raw ingredients, following easy recipes, for up to 12 meals. No meals are cooked at Let's Dish! or its competitors. Instead, customers pack up the entrees they've assembled in freezer proof bags and containers and take them home, to be frozen and then cooked as needed… the experience is not only convenient -- cooks get to skip all the shopping, chopping and cleanup -- but it's also fun... there’s music playing and other mothers to talk to., 7.22.05


Ignoring what’s expected

Defensive or reactionary

Being naughty like never before

Arrogant, rude or reckless

Violating “my own rules”

In your face

  • A determination to do things differently, to smash the box
  • May be very public or could be personal, even private
  • May be serious or could be fun, even frivolous
  • An exercise in control: Liberating oneself by deliberately going against the grain

signs & signals

Once in a while it feels good to do something naughty

Total 62%

16-34 74

35-49 65

50-64 51

65+ 40


22% of Americans faked sick day in past year*

14% of women 29% of men

7% of adults 26+ smoked pot in past year**

*”Attitudes in the Workplace” poll, reported in Boston Globe 10.07.05

**SAMHSA, Office of Applied Studies, National Survey on Drug Use and Health, 2002, 2003, and 2004.

signs & signals

Kids are wearing PJ’s in public...and to school

“What Happens in Vegas stays in Vegas”

“Parents Behaving Badly”


signs & signals

Things you do when you really want to treat yourself: Eat something decadent or sinful



  • Total 20% 32%
  • Men 14 25
  • Women 25 39
  • Moms* 28 36

*Moms with children <18 in HH


Aiding & abetting a little rule-breaking or disobedience

  • Expect a welcome response to abetting some misbehavingor playful protesting
  • New opportunity for small but extreme food & beverage indulgences
    • Think “sensible eating” but with a guilty thrill
    • And, all-out “decadence” in small packages
  • Even support personal “counter-culturalism”

The Recording Industry Association of America (RIAA) doesn’t like it, but the kids at Scotti’s Record Shops are just wild about the four-store chain’s "Buy It, Burn It, Return It" policy, reports Jolie Solomon in The Wall Street Journal. The policy is, “customers can buy a used or new CD, take it home, listen, and, if they want, burn a copy to a computer. Within 10 days, they can return the CD for 70 percent store credit.” Scotti’s- based in New Jersey and run by brothers Jeff and Gary Scotti — decided to introduce the policy not only because its CD sales were in decline, but also to make their stores attractive to younger consumers. “A kid could grow up now and never set foot inside a record store,” says Jeff Scotti. “We want them to think record stores are cool places.”

As reported by, 9.19.05


Wanting protection against excess

  • Expect a sense of betrayal if abetting personal rule-breaking sets consumer up to fail
    • Requires fine balance between facilitating willful disobedience and compromising consumer’s health/diet/nutrition goals
    • Keep it safe…encouraging reckless disobedience among kids will sound the alarm!

not my kids

Foods served in schools contribute to childhood obesity


Marketing foods of poor nutritional quality to young children is unfair


Yankelovich PERSPECTIVE “Food for Life” 2006


work for me

The government should provide subsidies on fruits and vegetables so they are more affordable


If restaurants portions were smaller, I would eat less and still be satisfied when I eat away from home


Yankelovich PERSPECTIVE “Food for Life” 2006


it’s my fault

Who is most responsible for the obesity epidemic?

(Ranked #1 or #2)

Who is responsible for the health of a person’s diet?

Individuals themselves 87%

Fast food restaurants 33

Marketers 32

Schools 18

Food companies 16

U.S. government 14

Solely food cos./restaurants 2%

Mainly food cos./restaurants, but consumers,too 4

Equally food cos./restaurants and consumers 11

Mainly consumers, but food cos./restaurants, too 39

Solely consumers 44

Yankelovich PERSPECTIVE “Food for Life” 2006


Keeping away from the Joneses

Anti-community or anti-status

Standing apart from the crowd

Divisive or dissonant

Staying under the radar

About bragging or elitism

  • Pursuing implicit satisfaction, putting aside showmanship
  • Capturing or assembling exclusivity, even creating incongruity
  • Finding the good – and the goods – where “nobody” else has

Reasons for selecting a particular brand: The brand represents my unique taste and individuality



Important in personal life:Expressing your creative side 38% 46%



55% 61%

Important to me to be seen as:Someone who has the inside scoop on a lot of things



21% 30%

signs & signals


signs & signals

“A questing sensibility is prompting bargain seekers by the thousands, tourists and locals alike, to visit the colorful street bazaars popping up like ragweed in urban centers from New York to Los Angeles.Amid the predictable detritus of bong pipes, CDs, there areoriginal and surprisingly stylish clothing, jewelry and handbags to be unearthed, often the work of talented fashion young bloodswho dream of becoming the next Zac Posen or Marc Jacobs. That may be a distant goal, but for buyers with a hungry eye for style, this is designer shopping where you don’t have to be buzzed inside.”

New York Times, 9.01.05


Going beyond playful to the really quirky

  • Expect a competitive edge to go to the unpredictable
    • Support for reaching for unexpected promotional partnerships
    • Means offbeat in-store programs, even product touches

Coke is taking an iPod-inspired approach to reviving its flagship cola's appeal with an experimental marketing campaign. The new bottle collection--dubbed M5 for Magnificent Five--will roll out over the next year in 50 to 60 select nightclubs around the world. The icons are intended to draw attention from trendsetters, spicing up Coke's image in the minds of cool hunters and fashionable urban consumers. Don't expect to see M5s in grocery stores; they're much too hip for that.

TIME 10.14.05


Greater intolerance for black boxes

Need for unnecessary details

  • Taking the need to know to new places. Curiosity killed the cat…not the consumer
  • Getting in the loop earlier and staying longer
  • Equating the understanding of process to making real-live progress

Desire to be privy to process

Being nosy or meddlesome

A 24/7 proposition

Chasing nitty-gritty “why’s” & “how’s”







Researching productsbefore buyingis important to me

Feeling intelligentis important to me



I know more about the products being sold in stores than the people who are selling the products


signs & signals

  • Super premium vodkas have increased sales 32% in the past 4 years(Los Angeles Times 12/22/04)
  • Premium sake sales up 400% in the past year(Chicago Tribune, 1/12/05)
  • Wine connoisseurship is increasing - wine sales in the U.S. are up 32% from 2000–2003(6/12/05 Chicago Tribune)

Kendall Jackson print ad:

“Many of you enjoy the taste of my wines but you’re not sure why. My goal is to help you understand with A Taste of Truth…


what’s your excuse

What prevented you from rating your diet higher?

(selected items)

How many calories should you consume on a daily basis?

Don’t eat enough vegetables 56%

Don’t eat enough fruits 56

Eat too much junk food 38

Eat too many processed foods 34

Eat too much sugar 33

Skip meals too often 32

Don’t know 48%

How many calories do you think you consume on a daily basis?

More than I should 48%

Yankelovich PERSPECTIVE “Food for Life” 2006



willful disobedience

the upside of obscurity

looping it


Yankelovich MONITOR Perspective: “Food for Life”

  • People feel accountable for themselves even if it reflectspoorly on their efforts and discipline
  • But this does not let marketers off the hook
    • People expect help, support and solutions
    • And people favor restrictions in areas where self-competency cannot be presumed, e.g., children
  • The opportunity: Enhance consumer control
    • By getting into concurrence with the Inside-Out Economy
  • And don’t forget...
    • March 27 Webcast launch of MONITOR Perspective on food & diet
    • Email me for free access to listen and participate