Overview
Consumer Trend Report: Evolutionary Change in Consumers
1 min read
New and valuable cultural insights arise through qualitative research collected from an in-depth interview. Full analysis (Pg. 3-8)
Key Takeaways:
- The American Dream is unique to the individual depending on a variety of circumstances. There is not a singular American Dream.
- Gender norms are still very present within society today; defeating them comes from actively defying them.
- Freedom has become more than just a value, it is a driving force in life. The idea that success goes beyond tangible wealth, it’s about having the opportunity to be in control.
Why it Matters
Brands need to understand the changes occurring among consumers to be able to properly adapt.
Interviewee Profile: H
Working in the field of Product Management Located in California
Female, 40 Y.
Extrovert, Go-getter, Helper
Strategies for a New Generation
Values & Relevance
Aligning with consumers who withhold the same values as one’s brand. Values are unique to individuals.
“I saw so many people finding joy and success doing it differently.”
Understanding Stereotypes
Brands need to start doing their own research. In order to stay educated, one must put in the effort to learn. Traditional methods of advertising rely strictly on demographics, ultimately supporting and continuing stereotypes
Evaluating Your Own Business
Reflect how one’s own business is taking into account supporting employees and client’s individual freedom and encouraging inclusion.
The Change: Analysis Teaser
Exploring the importance of defining the American Dream of the individual and the obstacles that accompany.
“I was actually pulled aside by a pretty high ranking woman […] she was like have so much potential H but you either have to […] put it on and start looking more feminine and pretty cause you pretty and dress that way to impress the men at the top or tell them you’re a lesbian.”
H found that success followed when she stayed true to herself, but that doesn’t mean society didn’t put up a fight. Hegemony and gender norms remain a constant factor when it comes to power structures in the workplace and beyond. From not feeling as if one has the power to ask for a raise or promotion to physical expectations, we see a clear power struggle in corporate America. Passively conforming to these ideas will only slow the rate of growth and change.
H is…
- 40 Years-Old
- Female, Cisgender
- White
- West European
- Agnostic
- Middle Class
- Heterosexual