what's really going on in marketplace

Yankelovich © 2007/2008 1Yankelovich © 2007/2008

2007/2008Yankelovich MONITOR ®

Passion for PRECISIONThe Consumer Empowerment

Revolution Hits Full Stride

Yankelovich © 2007/2008 2

If There Was Any Doubt…If There Was Any Doubt…


Current OutlookCurrent Outlook

But…do consumers stillfeel in control with the

uncertain, even anxious, economic prospects ahead?

But…do consumers stillfeel in control with the

uncertain, even anxious, economic prospects ahead?

4

Economic Anxiety Levels Are Rising

10%

2532

None

Low

Moderate

High

Severe

January ‘08

1914

35

33

3%

1231

April-May ’08*

2430

15

54

* April-May ’08 source: Yankelovich When Advertising Works survey of 1,512 consumers 18 and older

5

Things That Are Getting Worse

Selected items:Cost of gasoline 75%

Having enough money to retire on 43

Keeping up with the cost of living 39

Getting out of debt 27

Having enough money to put foodon the table 17

Dollars and Consumer Sense,

January 2008

Very/fairly worried

When Advertising Works,*

April-May 2008

Very/fairly worried

83%

64

73

48

42

* April-May ’08 source: Yankelovich When Advertising Works survey of 1,512 consumers 18 and older


Pinching a Few Pennies, At LeastPinching a Few Pennies, At Least

None

A little

Moderate

A lot

Dollars & Consumer SenseMONITOR Perspective

January 2008

42%

23%

21%

Degree of spending cuts made in

last few months

13%22%

31%

19%

Degree of spending cuts

planned in 2008

27%


Concerns/worries

Income/coping skills

Economic anxiety

Shopping styles

Value trade-offs

moderated by

results in

moderated by

results in

Where the economy stacks up

A snapshot of the consumer mindset

What consumers will do/pay for

Dollars & Consumer Sense Value Planning Model Dollars & Consumer Sense Value Planning Model

8

Shopping Styles Are Influenced by Anxiety• As economic anxiety rises, consumers migrate away from

styles that expose them to economic risks

8374756362I shop around to get the best price on the things I need

7179767367I stick to a plan or list when making purchases

9078757358I buy generic or store brands whenever possible

9790858274I shop only when I have to

%%%%%

Level of Economic Anxiety

LowNoneMode-rate High Severe

9

Dining Value Trade-Offs by Economic Anxiety

7167585439To save money, cook from scratch rather than purchase foods that are already prepared

6652382721When dining, choose less expensive items to save money

4939373215Eat out at less expensive restaurants

6755403618(Less likely to) Go out to eat for dinner

6664493623(Less likely to) Go out to eat for lunch

%%%%%Other Food Related Trade-Offs

Level of Economic Anxiety

LowNoneMode-rate High Severe

10

Approaching anxious consumers

• With greater anxiety comes a desire to curtail unnecessary (read: frivolous) shopping

• Avoiding the appearance of frivolity is essential to staying in consumers’ consideration set

• However, there are still opportunities for brand names, impulse purchases, one-stop convenience, time savings, etc., as long as they can be positioned to fit with an increasing focus on necessities

• Position dining as an ‘affordable necessity’ during stressful times

Consuming only when necessary is the style most affected by consumer anxiety

11

Mitigating Anxiety During a Downturn

1. Consider targeting consumers who see themselves as more competent and more in control

2. Target at higher income levels given their somewhat greater psychological resiliency in the face of economic uncertainty

3. Remind consumers of what they already believe — that they are smart and in control

4. Offer help and assistance, even partnering with consumers where possible, to put consumers back in control

There are some opportunities (albeit limited ones) for marketers to do more than just react to changes in consumer spending patterns


79%79%

Describes you…Describes you…

In control of my lifeIn control of my life

As self-reliant as possibleAs self-reliant as possible 88%88%

67%67% 80%80%

2007 Yankelovich

MONITOR

2007 Yankelovich

MONITOR

2008Dollars &

Consumer Sense

2008Dollars &

Consumer Sense

And…Still In Control, Good Times or Bad And…Still In Control, Good Times or Bad


All businessAll business

Control iscorporateControl iscorporate

Consumers are dependent

Consumers are dependent

Very personalVery personal

Control restswith consumers

Control restswith consumers

Marketerstake direction

Marketerstake direction

A marketer-driven worldA marketer-driven world

Outside‐InEconomyOutside‐InEconomy

A consumer-driven worldA consumer-driven world

Inside‐OutEconomyInside‐OutEconomy


Dealer cost structures made public, cars by RFP

Auto

Day traders, mortgages/ loans by RFP

$$$$

TV

Time-shifting, ad avoidance

Consumers Take Control


Information-Savvier ConsumersInformation-Savvier Consumers

I always know how to get the information I

need to make decisions

I always know how to get the information I

need to make decisions

61%61%20022002

75%75%TODAY

Important in your personal life today: Researching a product before buying it

Important in your personal life today: Researching a product before buying it

44%44%20042004

61%61%TODAY

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

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

48%48%20052005

53%53%TODAY


Extremely/very important to the way others see you: Someone who gives smart advice

Extremely/very important to the way others see you: Someone who gives smart advice

67%67%TODAY

Locus of Control, Expertise, AuthorityLocus of Control, Expertise, Authority

• In Charge: Directing, Advising, Guiding• In Charge: Directing, Advising, Guiding


I think my IQ is higher than average

I think my IQ is higher than average

%%

2005 Yankelovich MONITOR Financial Services Study

Smarter Than the Average BearSmarter Than the Average Bear


Expectations of More ControlExpectations of More Control

Agree more with “following your own instincts” or “listening to experts”

Following your own instincts

Agree more with “following your own instincts” or “listening to experts”

Following your own instincts

61%61%20022002

74%74%TODAY

• Self-Reliance• Self-Reliance


Extremely/very important to the way others see you: Passionateabout the things you care about

Extremely/very important to the way others see you: Passionateabout the things you care about


61%61%20032003

73%73%TODAY

• Passionate Involvement • Passionate Involvement



Extremely/very important to the way others see you: Someone who can always see throughexaggeration and hype

Extremely/very important to the way others see you: Someone who can always see throughexaggeration and hype

38%38%20022002

56%56%TODAY

• Marketing Resistance • Marketing Resistance


Extremely/very important to the way others see you: Someone who tells the truth no matter what

Extremely/very important to the way others see you: Someone who tells the truth no matter what

72%72%20032003

82%82%TODAY


• Authenticity & Honesty• Authenticity & Honesty


Gasolineprice alertsGasoline

price alertsCarbon footprint meters

Carbon footprint meters

Nutritional guides & dataNutritional guides & dataPrice comparisonsPrice comparisons


Smart ToothbrushSmart Toothbrush


Tapping the Dash Driver NetworkTapping the Dash Driver Network


Keep Your Health Care Info Under Your ControlKeep Your Health Care Info Under Your Control


New Ways to Manage MoneyNew Ways to Manage Money


Thought-StartersThought-Starters

• Open up access to information• Share an “insider’s” view• Be an aggregator of relevant information,

especially nutritional• Make information engagement “special” – for

connossieurs, for VIPs, for loyal customers, for experts, easy to share and show off to others

• Give customers control over information• Host communities that invite criticism and shared-

help solutions (people will brag on you there, too)• Up-to-the-minute status reports on a location• Teach them “relevant” evaluative criteria

• Open up access to information• Share an “insider’s” view• Be an aggregator of relevant information,

especially nutritional• Make information engagement “special” – for

connossieurs, for VIPs, for loyal customers, for experts, easy to share and show off to others

• Give customers control over information• Host communities that invite criticism and shared-

help solutions (people will brag on you there, too)• Up-to-the-minute status reports on a location• Teach them “relevant” evaluative criteria



• Open up concepts to customer-generated recombinations• Easy to facilitate in marketing communications• Harder to do in menu choices, but potentially a

bigger return in customer engagement and loyalty• Every visit is thus not the same, but instead is a new

experience, even adventure• Provides customers with more ways to find relevance

and chances to visit

• Multi-sensory and design components can personalize• iPod cradles at each table (with appropriate limits)• Personal video screens for ordering and entertainment• Multi-tasking hubs where food is vital but secondary

• Open up concepts to customer-generated recombinations• Easy to facilitate in marketing communications• Harder to do in menu choices, but potentially a

bigger return in customer engagement and loyalty• Every visit is thus not the same, but instead is a new

experience, even adventure• Provides customers with more ways to find relevance

and chances to visit

• Multi-sensory and design components can personalize• iPod cradles at each table (with appropriate limits)• Personal video screens for ordering and entertainment• Multi-tasking hubs where food is vital but secondary



• Use database systems to aggregate knowledge of individual customers – Invite opt-in• Personalize the relevance of what customers receive

• Can be more than menus• The experience itself• The interaction with staff• Reminders and thank you’s via mail or email• Discounts and promotions• Special events, parties or family gatherings• Special treatment on special occasions• Have favorite items on the table or ready to serve• Personalization in every location across the country

• Use database systems to aggregate knowledge of individual customers – Invite opt-in• Personalize the relevance of what customers receive

• Can be more than menus• The experience itself• The interaction with staff• Reminders and thank you’s via mail or email• Discounts and promotions• Special events, parties or family gatherings• Special treatment on special occasions• Have favorite items on the table or ready to serve• Personalization in every location across the country


More lifestyle options

More relevant/meaningful rewards

More marketplace skills

More marketplace options

Less compromise

More lifestyle options

More relevant/meaningful rewards

More marketplace skills

More marketplace options

Less compromise

A State of MoreA State of More


“The Magical Number Seven, Plus or Minus Two”“The Magical Number Seven, Plus or Minus Two”

George A. Miller, The Psychological Review, 1956, vol. 63, pp. 81-97George A. Miller, The Psychological Review, 1956, vol. 63, pp. 81-97

If the human observer is a reasonable kind of communication system, then when we increase the amount of input information the transmitted information will increase at first and will eventually level off at some asymptotic value. This asymptotic value we take to be the channel capacity of the observer: it represents the greatest amount of information that he can give us about the stimulus on the basis of an absolute judgment. The channel capacity is the upper limit on the extent to which the observer can match his responses to the stimuli we give him.

Let me summarize the situation in this way. There is a clear and definite limit to the accuracy with which we can identify absolutely the magnitude of a unidimensional stimulus variable. I would propose to call this limit the span of absolute judgment,and I maintain that for unidimensional judgments this span is usually somewhere in the neighborhood of .

If the human observer is a reasonable kind of communication system, then when we increase the amount of input information the transmitted information will increase at first and will eventually level off at some asymptotic value. This asymptotic value we take to be the channel capacity of the observer: it represents the greatest amount of information that he can give us about the stimulus on the basis of an absolute judgment. The channel capacity is the upper limit on the extent to which the observer can match his responses to the stimuli we give him.

Let me summarize the situation in this way. There is a clear and definite limit to the accuracy with which we can identify absolutely the magnitude of a unidimensional stimulus variable. I would propose to call this limit the span of absolute judgment,and I maintain that for unidimensional judgments this span is usually somewhere in the neighborhood of .sevenseven


I’m overwhelmed by all of the sources of information available today

I’m overwhelmed by all of the sources of information available today

Yet, Apparently Consumers Are CopingYet, Apparently Consumers Are Coping

61%61%19961996

47%47%TODAY


A New Movement is EmergingA New Movement is Emerging

Control More/Shoot for MoreFROM

Control More/Shoot for Precision

TO


Consumer Strategies for Navigating a World of “More”Consumer Strategies for Navigating a World of “More”

Consumer control evolves!

Pinpointing

Splicing

Limelighting

imPerfecting

Consumer control evolves!

Pinpointing

Splicing

Limelighting

imPerfecting


PinpointingPassion for Precision


There are too many people these days giving their opinions who know much less than they think they do

There are too many people these days giving their opinions who know much less than they think they do

88%88%TODAY

Pinpointing: Wiki BacklashPinpointing: Wiki Backlash


Pinpointing: Tighter Circles in DemandPinpointing: Tighter Circles in Demand

Important in your personal life today: Spending time with people who are as passionate and knowledgeable about the things you care about as you are

Important in your personal life today: Spending time with people who are as passionate and knowledgeable about the things you care about as you are

55%55%TODAY


Pinpointing: From Search to Smart SearchPinpointing: From Search to Smart Search


Pinpointing: Smart Job SearchPinpointing: Smart Job Search


Pinpointing: Smart Travel SearchPinpointing: Smart Travel Search


Pinpointing: Wonder What Walt Would ThinkPinpointing: Wonder What Walt Would Think

“The home of Mickey Mouse, Tigger and Tinkerbell has banned kids from its fanciest restaurant. Beginning this week, children under 10 are no longer welcome at Victoria & Albert'sin the Grand Floridian Resort & Spa. Victoria & Albert's is Walt Disney World's only restaurant with an AAA five-diamond rating. "We want to be the restaurant that's available for that adult experience," said general manager Israel Perez’.”(“Disney World Restaurant Bans Children,” Akron Beacon Journal, 01.05.08)


Don’t pile it onInstead, pinpoint it

Facilitate ‘narrow’ engagementStart with a profile

Management tools for consumers to use

Consolidation & aggregation

Training & hosting

The best place to find more

Don’t pile it onInstead, pinpoint it

Facilitate ‘narrow’ engagementStart with a profile

Management tools for consumers to use

Consolidation & aggregation

Training & hosting

The best place to find more

Pinpointing: Looking AheadPinpointing: Looking Ahead

Make consumers smarter


SplicingPassion for Precision


Splicing: My Pieces, My PuzzleSplicing: My Pieces, My Puzzle

(Among those online) Have customized a web page or search engine to show the news and information of most interest to you

(Among those online) Have customized a web page or search engine to show the news and information of most interest to you

24%24%TODAY


Splicing: My Shows, My ScheduleSplicing: My Shows, My Schedule

Watch TV programs later than when they originally aired, not including reruns(e.g., streaming video on the Internet, DVR, On-Demand, on an iPod, etc.)

Watch TV programs later than when they originally aired, not including reruns(e.g., streaming video on the Internet, DVR, On-Demand, on an iPod, etc.)

34%34%TODAY


In a survey measuring knowledge of current events (conducted by the Pew Research Center), half the people who did the best said they got their news from at least seven outlets a day (“Best-Informed Also View Fake News,” The New York Times,04.16.07)

In a survey measuring knowledge of current events (conducted by the Pew Research Center), half the people who did the best said they got their news from at least seven outlets a day (“Best-Informed Also View Fake News,” The New York Times,04.16.07)

Splicing: My News, My SourcesSplicing: My News, My Sources


Consumers to expect more – innovative products have already given them a taste of the potential of splicing

Focus on combinations of multiple products – even of very different sorts or applications

It means expanded roles and non‐traditional players in many categories

Consumers are changing their standards of success

Consumers to expect more – innovative products have already given them a taste of the potential of splicing

Focus on combinations of multiple products – even of very different sorts or applications

It means expanded roles and non‐traditional players in many categories

Consumers are changing their standards of success

Splicing: Looking AheadSplicing: Looking Ahead

Consumers demanding new collaborations


Splicing: TasteBooksSplicing: TasteBooks

“For $34.95, a cooking enthusiast can select up to 100 recipes, which come encased in a ring-binder with a customized cover. The site also accommodates those who want to fill a volume with their own recipes or with recipes from sites other than Epicurious.”

(“A Cookbook of One’s Own from the Internet,” The New York Times, 11.12.07)

“For $34.95, a cooking enthusiast can select up to 100 recipes, which come encased in a ring-binder with a customized cover. The site also accommodates those who want to fill a volume with their own recipes or with recipes from sites other than Epicurious.”

(“A Cookbook of One’s Own from the Internet,” The New York Times, 11.12.07)


Splicing: Mix and Match Meals

“Every chef puts his or her own spin on what is often described as ‘global tapas,’ but at small-plate restaurants across the country you'll find a spirited atmosphere that encourages a meal designed to be shared by as many diners as possible. Plenty of table reaching and plate shuffling ensures that everyone can taste everything.” (“Restaurant trend: Small-Plates Dining,”

lifestyle.msn.com)


Splicing: Alternative Yoga

“…has teamed up with Vosges chocolate…to offer yoga and chocolate seminars that begin and end with a truffle. Much like traditional yoga practices, he uses the sweet to make participants more aware of their senses, asking them to savor each little bite and its distinct taste…” (“Nude Yoga and Other Twists to the Practice,” Newsweek, 08.20.07)


Splicing: Think About ItSplicing: Think About It

Wrist Watch With A PulseWrist Watch With A Pulse

Two Tastes In OneTwo Tastes In One

Technology Mash-UpsTechnology Mash-Ups

PlaylistsPlaylists

Glucose Meter/PhoneGlucose Meter/Phone


A day at the office can be a downright assault on your sense of smell. Between Harry’s halitosis, Penny’s pungent perfume, and Stanley’s tuna on onion roll, you can’t get a breath of fresh air. Don’t lose your cool. Save your sniffer (and your sanity) with the USB fragrance oil burner. Plug this puppy into your

computer, add a drop of oil, and be instantly bathed in soothing scent.(DailyCandy, 10.03.07)

Splicing: Mixing Business with PleasureSplicing: Mixing Business with Pleasure


Splicing: NetvibesSplicing: Netvibes


Splicing: SocialThing!


Splicing: Food as MedicineSplicing: Food as Medicine


The medical services available in many grocery and retail stores are just as good as those available in traditional medical facilities

The medical services available in many grocery and retail stores are just as good as those available in traditional medical facilities

42%42%TODAY

Splicing: Retail Health CareSplicing: Retail Health Care


Splicing: Retail Health CareSplicing: Retail Health Care


Splicing: The Spa at Whole FoodsSplicing: The Spa at Whole Foods


LimelightingPassion for Precision


Limelighting: Required in an iPriority WorldLimelighting: Required in an iPriority World

People who don’t take time for themselves end up taking it out on others

People who don’t take time for themselves end up taking it out on others

80%80%TODAY


(Among those working full/part time) Important in your personal life today: Leaving work problems in the office

(Among those working full/part time) Important in your personal life today: Leaving work problems in the office

Limelighting: Putting a Lid On ItLimelighting: Putting a Lid On It

57%57%20042004

62%62%TODAY


Rate skills highly: Being able tosay “no” when you need toRate skills highly: Being able tosay “no” when you need to

Limelighting: Just Say “No!”Limelighting: Just Say “No!”

70%70%TODAY


Likely to be true ten years from now: certain methods or ingredients used in preparing food will be against the law

Drawing the Line: On Health, Too

(5-7 on 7-pt. scale, where 7 is rate skills as “extremely likely” and 1 is rate skills as “not at all likely”)

54%TODAY

Millennials 55%

Xers 49Boomers 53Matures 63


Restaurant portions are too large and cause me to eat more than I normally would

Drawing the Line: They Need Your Help On This…

55%55%TODAY

Men 48%

Women 61Millennials 49Xers 58Boomers 51Matures 62


(Among parents with children <18 in HH)It is important for families to eat dinner together every night

(Among parents with children <18 in HH)It is important for families to eat dinner together every night

60%60%TODAY

Moms 62%

Dads 57%

Limelighting: Finding Family TimeLimelighting: Finding Family Time


“DVDs have upended how we watch television, transforming shows from disposable weekly units into 8-, 12-, 22-hour movies. ‘We get a lot of people who

“DVDs have upended how we watch television, transforming shows from disposable weekly units into 8-, 12-, 22-hour movies. ‘We get a lot of people who

Limelighting: A “24” WeekendLimelighting: A “24” Weekend

tell us they don’t even watch the show when it airs,’ says Joel Surnow, co-creator of ‘24.’ They wait for the DVD and watch it all at once’.”(“Why TV Is Better than the Movies,”Newsweek, 02.26.07)

tell us they don’t even watch the show when it airs,’ says Joel Surnow, co-creator of ‘24.’ They wait for the DVD and watch it all at once’.”(“Why TV Is Better than the Movies,”Newsweek, 02.26.07)


“…spa-goers are requesting longer treatments —allowing for extended, enhanced and more meaningful spa experiences…[spa-goers are] booking time instead of a treatment… [this]gives the consumer the flexibility to choose what they want based on how they feel when they arrive at the spa”

“…spa-goers are requesting longer treatments —allowing for extended, enhanced and more meaningful spa experiences…[spa-goers are] booking time instead of a treatment… [this]gives the consumer the flexibility to choose what they want based on how they feel when they arrive at the spa”

Limelighting: Longer Spa AppointmentsLimelighting: Longer Spa Appointments

(The International Spa Association Key Spa IndustryTrends for 2006)


Limelighting: The Comforts of HomeLimelighting: The Comforts of Home

staycation – A vacation that is spent at one's home enjoying all that home and one's home environs have to offer.Even though I live and work in New York, I don't always get to enjoy all it has to offer, what with my work commitments, but I sure did have an awesome time here during my spring staycation.(urbandictionary.com)


Limelighting: My Private Get-AwayLimelighting: My Private Get-Away

(Among married/living together) I would feel comfortable taking a vacation without my spouse or significant other

(Among married/living together) I would feel comfortable taking a vacation without my spouse or significant other

45%45%TODAY


Limelighting: Sleeping AloneLimelighting: Sleeping Alone

“In a survey in February by the NAHB, builders and architects predicted that more than 60 percent of custom houses would have dual master bedrooms by 2015…some builders say more than a quarter of their new projects already do. [One expert says,] ‘The growing need for separate bedrooms represents the speed-up of family life —women’s roles have changed — and the need for extra space eases the strain on the relationship. If one of them snores, the other one won’t be able to perform the next day. It’s nothing to do with social class, and it’s not necessarily indicative of marital discord’.”(“To Have, Hold and Cherish, Until Bedtime,” The New York Times, 03.11.07)

“In a survey in February by the NAHB, builders and architects predicted that more than 60 percent of custom houses would have dual master bedrooms by 2015…some builders say more than a quarter of their new projects already do. [One expert says,] ‘The growing need for separate bedrooms represents the speed-up of family life —women’s roles have changed — and the need for extra space eases the strain on the relationship. If one of them snores, the other one won’t be able to perform the next day. It’s nothing to do with social class, and it’s not necessarily indicative of marital discord’.”(“To Have, Hold and Cherish, Until Bedtime,” The New York Times, 03.11.07)


Limelighting: Somehow I Still Don’t Get It RightLimelighting: Somehow I Still Don’t Get It Right

Scheduling down time or “me” timeScheduling down time or “me” time

Important inpersonal lifeImportant inpersonal life

Total 51%

Men 46

Women 57

Moms 54

Total 51%

Men 46

Women 57

Moms 54

Describesyou

Describesyou

33%

33

34

27

33%

33

34

27


Remember: Multi‐tasking may be onemeans to an end, but mono‐tasking may be the ideal solution

Help remove barriers to a singular focus

Give consumers a helping hand through coaching, tutoring, insider tips, etc.

Declutter and refine the consumer’s experience with your brands and communications

Remember: Multi‐tasking may be onemeans to an end, but mono‐tasking may be the ideal solution

Help remove barriers to a singular focus

Give consumers a helping hand through coaching, tutoring, insider tips, etc.

Declutter and refine the consumer’s experience with your brands and communications

Limelighting: Looking AheadLimelighting: Looking Ahead

Reflect and facilitate desires to do just one thing


imPerfectingPassion for Precision


imPerfecting: Wart Remover?imPerfecting: Wart Remover?

Own a digital cameraOwn a digital camera

49%49%20052005

64%64%TODAY


“In an age when Americans’ appetite for celebrity snapshots seems insatiable, retouching photographs has become routine. But some

magazines are getting too liberal with their edits, and stars are fighting back.”(“‘22-inch Guns’ Stun Andy Roddick,” ABCnews.go.com, 05.29.07)

“In an age when Americans’ appetite for celebrity snapshots seems insatiable, retouching photographs has become routine. But some

magazines are getting too liberal with their edits, and stars are fighting back.”(“‘22-inch Guns’ Stun Andy Roddick,” ABCnews.go.com, 05.29.07)

imPerfecting: The Push Back on AirbrushingimPerfecting: The Push Back on Airbrushing


“honest baby was founded by a mom, frustrated with the myth of perfect parenting…the more we try tomold the most social, well-rested, sweet, funny, gentle, articulate child on the planet, the more it becomes apparent there is not such thing…so we felt there needed to be a place where there would be no judgments…” (honestbaby.com)

“honest baby was founded by a mom, frustrated with the myth of perfect parenting…the more we try tomold the most social, well-rested, sweet, funny, gentle, articulate child on the planet, the more it becomes apparent there is not such thing…so we felt there needed to be a place where there would be no judgments…” (honestbaby.com)

imPerfecting: Not Every Child Is “Perfect”imPerfecting: Not Every Child Is “Perfect”


imPerfecting: The Sweet Smell of…NothingimPerfecting: The Sweet Smell of…Nothing

“Last year in the United States, spending on upscale women’s fragrances declined, as part of a multiyear trend. The group said $1.97 billion was spent, down from $2 billion in 2002.

“Like Ms. Ware, more women are forgoing scent altogether. Last year, about 15 percent of women said they did not wear fragrance, up from 13 percent in 2003, according to a survey of 9,800 women conducted by NPD.

“That may sound like a small number, but nationally that translates into two million more women who are saying ‘I don’t wear fragrance,’ ” said Karen Grant, the senior beauty industry analyst at NPD. “Eighty-five percent of women are still buying fragrance, but an increasing number tell us they are wearing fewer scents, less frequently or not at all.”(“The Sweet Smell of…Nothing,” The New York Times, 02.14.08)

“Last year in the United States, spending on upscale women’s fragrances declined, as part of a multiyear trend. The group said $1.97 billion was spent, down from $2 billion in 2002.

“Like Ms. Ware, more women are forgoing scent altogether. Last year, about 15 percent of women said they did not wear fragrance, up from 13 percent in 2003, according to a survey of 9,800 women conducted by NPD.

“That may sound like a small number, but nationally that translates into two million more women who are saying ‘I don’t wear fragrance,’ ” said Karen Grant, the senior beauty industry analyst at NPD. “Eighty-five percent of women are still buying fragrance, but an increasing number tell us they are wearing fewer scents, less frequently or not at all.”(“The Sweet Smell of…Nothing,” The New York Times, 02.14.08)


“Waitrose, the supermarket chain associated with a certain kind of aesthetic perfection, has announced that it is to sell ugly fruit and veg at reduced prices…knobbly strawberries and bendy sticks of rhubarb will have to bear the stigma of a ‘discounted’ price tag, but still organizations such as Friends of the Earth are hailing the decision as a victory…a sign that we are beginning to accept the fact that this, actually, is what Britain's native harvest looks like when it hasn't been genetically engineered, smothered in pesticide or tarted up for a photo shoot in Elle Decoration.”(“An Idyllic Nightmare,” The Guardian, 06.21.06)

“Waitrose, the supermarket chain associated with a certain kind of aesthetic perfection, has announced that it is to sell ugly fruit and veg at reduced prices…knobbly strawberries and bendy sticks of rhubarb will have to bear the stigma of a ‘discounted’ price tag, but still organizations such as Friends of the Earth are hailing the decision as a victory…a sign that we are beginning to accept the fact that this, actually, is what Britain's native harvest looks like when it hasn't been genetically engineered, smothered in pesticide or tarted up for a photo shoot in Elle Decoration.”(“An Idyllic Nightmare,” The Guardian, 06.21.06)

imPerfecting: “Ugly Fruit”imPerfecting: “Ugly Fruit”


“For my money, I think it’s great when the TVworld, which is always so formulaic and so predictable, veers completely out of control. It’s breathtaking TV.”

imPerfecting: Striking a Chord?imPerfecting: Striking a Chord?

Peter Carlin, TV columnist for The Oregonian, speaking of late-night TV hosts Jay Leno, Conan O’Brien, and Jon Stewart returning to the air without their writers (“Late-Night TV Returns with an Entertaining Edge,” NPR Weekend Edition, 01.05.08)


The fresh and unaffected, even if raw and imperfect, is often welcome

Liberate yourself from “the script” and speak to consumers with a new spirit of collaborative, honest engagement

Tighten up on the high‐gloss language that all too often nowadays rings hollow

Give consumers leeway to see things their own way and define things on their own terms

The fresh and unaffected, even if raw and imperfect, is often welcome

Liberate yourself from “the script” and speak to consumers with a new spirit of collaborative, honest engagement

Tighten up on the high‐gloss language that all too often nowadays rings hollow

Give consumers leeway to see things their own way and define things on their own terms

imPerfecting: Looking AheadimPerfecting: Looking Ahead

Revisiting Real…imPerfection can be an improvement


The Revolution is Over. Consumers Won.The Revolution is Over. Consumers Won.

Assuming control and then keeping it strong in many ways

Consumer empowerment is now a given

The only question is how empowerment will evolve and manifest itself in the marketplace

The opportunity lies in connecting with this evolution in how consumers are engaged with brands

Consumer empowerment is now a given

The only question is how empowerment will evolve and manifest itself in the marketplace

The opportunity lies in connecting with this evolution in how consumers are engaged with brands


Thank You!