The U.S. market has been tough recently on many of the big consumer packaged goods (CPG) companies, after many years during which the leading players typically fared quite well. The advantage the leaders historically derived from their scale and scope is no longer what it once was, and sales growth...
Do consumers care if the companies they buy products and services from are socially responsible? The models that companies adopt for their corporate social responsibility efforts continue to evolve, but what impact do the varied strategies have on consumer sentiment?
Despite the boom in digital marketing and online shopping, consumers still make the vast majority of their purchases at brick-and-mortar stores. But shopping centers aren’t just places to buy things.
According to the U.S. Entertainment Consumer Report, there is a strong correlation between income and entertainment spending. In fact, big earners seem to take an if you got it, spend it mentality when it comes to entertainment escapism.
To drive profitable growth in the U.S., companies should return their focus to consumers, and their strategies need to tap purchasing behaviors and mindsets that are reflective of the recent recession, the proliferation of retail channels and innovations in technology.
Marketers keen to reach African consumers need to look beyond the obvious and explore innovative and persuasive ways to resonate with niche and mass audiences.