A Life in Balance
Today at a Glance:
The pursuit of health, wealth, and wisdom is the ultimate trifecta of a well-lived life. This is an age-old challenge and as it's frequently stated, the older the problem, the older the solution. Lisa Dubina highlights via her latest research on?American Lifestyles?how the consumer is now prioritizing this challenge as they look to reset and recover from the pandemic.
The top 3 challenges and opportunities as highlighted by consumers (which shouldn't come as a surprise to anybody who has been reading this newsletter this year):
1. Consumers are looking to improve their financial situation as they continue to recover from months of inflation and economic uncertainty
2. While older generations look to improve their physical health, younger consumers exhibit a heightened focus on mental wellbeing
3. Although consumers continue to worry about the state of the world, they are ready to refocus on their?future and life goals
I personally am a huge fan of this report as it really helps you get an understanding?of the pulse of the American?consumer. Further, Lisa has a section "At a Glance" that covers the top takeaways by every vertical and you can get up-to-speed on a ton of detail extremely quickly. Pages 34-56 are what I'm referring to.
E.g., since we've spent so much time discussing travel in this space in the past:
Speaking of travel, I've been enjoying Delta's Faces of Travel campaign. It's an awesome initiative and Delta's collaboration with Adobe has made the imagery accessible to content creators, journalists, and others in the industry. IMO, it is one of the best DEI initiatives I've come across. If you haven't checked in out, you can read more on Delta here, and view the images on Adobe here.
The campaign was recently awarded the Drum Award for Marketing in the Travel and Tourism category. If you are wondering why this campaign:
I find this campaign truly inspirational and feel we can do so much better with our marketing by learning from this example. I felt this campaign is a brilliant variation of Humans of New York and Delta continues to do fantastic work with it. In addition to the images, there is a film in the making that will show diverse families traveling around the world from the '70s to date.
And before I share two additional reports for today, another campaign/meme that I came across that I think is brilliant:
领英推荐
With my personal itch scratched, two reports for you to check out:
1. Empowering Asian Americans: The rising population and social presence of Asian Americans creates untapped opportunities for brands to drive relevance with a growing, diverse consumer segment.
2. Trigger Communications in 2023:?From personalizing messaging to making advice digestible, brands' trigger communications looked to stand out amidst consumers' inboxes.
A few questions to wrap up the discussion:
1. How could our marketing become more inclusive?
2. We know what's top-of-mind for the consumer, how can this intersect with the brand priorities and goals?
3. What strategies can brands embrace to address the timeless pursuit of health, wealth, and wisdom, in a post-pandemic landscape?
Our consultants are helping clients answer questions like the above. Please let me know if I can help.
Lastly, our CEO and a few of us will be at Money 2020 next month.
I'm booking 20-minute chats for two kinds of meetings:
1. Introduction to Jon: I'd love for you to meet with Jon over coffee. Let me know what can work for you between Noon on Monday, Oct 23 through 3p on Tuesday, Oct 24 and I'll try to find some time on his calendar.
2. We have an announcement we'll be making at Money 2020, so if you are attending, you can be the first to know and see. Let me know what times between 4p Sunday, Oct 22 through Noon on Wednesday, Oct 25 can work for you and I can book you for one of the slots.
As ever - Anuj