THERE IS NO SUCH THING AS CONSUMER FATIGUE, ONLY MARKETING FATIGUE.

Don’t just blame the recession, there are other factors at play when trying to market to consumers.

Consumers live complex, rapidly changing lives, so understanding them and current trends that influence them is important.

Here are four significant new trends that are impacting practically every industry.

Trend 1: The population is aging.

Trend 2: Society is becoming more culturally diverse.

Trend 3: Family structure is shifting.

Trend 4: More choices are at hand; new technology is changing the way we do things.

Trend 1: The population is aging.

People are living longer creating a bigger division of older population. This is not only the biggest emerging market but also perhaps the most lucrative one. Baby boomers are not just a spike in numbers they are also about a change in attitudes:

·      Having matured in the swinging sixties, when women burned their bras and men abandoned three-piece suits and wore their hair long, they are used to breaking rules;

·      This is not one homogenous group;

·      They are ready to pay for services that make their lives easier.

That last point is the most important one in reaching them. These are busy people not willing or ready to retire. Many have been caregivers both to their own children and their parents so anything that could make their lives a bit easier appeals to them.

Just one concrete example: look at the astronomical growth of convenient frozen meals in the supermarkets and specialty food stores. The service industry will continue to grow providing new ways to ease their load.

Trend 2: Society is becoming more culturally diverse.

A quarter of the population in Canada is now made up of immigrants. The largest group comes from the People’s Republic of China, followed by people from India.

They are:

·Most comfortable among their own countrymen;

·Family and community oriented.

First you need to decide which cultural group you want to engage because each group presents its own challenges and opportunities. 

Be aware of norms, traditions and other cultural nuances that are unique to your target group. 

Relate don't translate. What works well for Canadians is not necessarily going to work for new immigrants.

On the other hand if it is based on human psychology it could work.

For example: Fighting dental cavities is universal, however, don’t just translate your most successful package but place communication into cultural context. You could be targeting people whose previous toothbrush was a twig from a neem tree. 

There are two ways to reach new immigrants:

1.     Through their associations, places of worship and community leaders. Treat these leaders, their organizations and community members as partners. Build shared ownership. Engage - they relate best to shared authority. Work with trusted allies and influencers.

2.     Family means everything to them. If you can engage their children you will engage them.

However, here’s a word of caution:  nothing happens fast with these groups; maintain a long-term perspective.

Trend 3: Family structure is shifting.

Half a century ago a child was part of a family unit made up of parents, grandparents, uncles, aunts, cousins and siblings. There was ‘horizontal growth’.

Now as people live longer, move more often, divorce and remarry and have fewer children, the family has changed to ‘vertical growth’.

Children may know their grandparents but fewer know their uncles, aunts, etc. 

•            Married couple households are decreasing in number;

•            Single-parent households are increasing and many are mothers or older women.

What does this mean?

It means that the family dynamics is shifting from the old days of “Leaver it to Beaver.’

These, children have more privileges, more buying power and are more assertive but don’t be fooled they are not going to be taken in by advertising hype.

What they will lack is the comfort; love and bonding that came with larger families when they grow up. Now, if you can market that, you’ve got it made in the coming years.

Trend 4: New technology is changing the way we do things.   

Choice is growing in every area of people’s lives. This growth in choice is a result of market driven competition, but is also due to deregulation of many services:

•            More TV channels are available;

•            Landlines have been deregulated;

•            Number of mobile phones has grown astronomically;

•            Number of Internet providers has skyrocketed.

•            Internet options have steadily climbed;

•            The majority of people, of all ages, now own a mobile phone;

These developments are changing the way we do things, the way we work and the way we conduct our personal lives.

Today millions engage in social interaction via Twitter, Facebook, MySpace, LinkedIn, etc. This has played a huge role in Trend 3, the shifting of family structure.

So pay special attention to it.