Business Week

Pinning Down the New American Shopper
It’s about information, value, and being green: Today’s discriminating consumers are careful about how they spend, and they’re concerned about the planet

By Mark Penn and E. Kinney Zalesne

The consumer that marketers have had a lot of fun selling to over the last few decades is disappearing. Those were the days—when a snappy jingle did the trick, a celebrity carried the day, and a higher price signaled higher quality.

The old obsession with personality, emotion, and overarching experience is giving way to the green eyeshades of facts, research, and greater rationality. Not all consumers are changing, but enough are to start altering the way we market to and treat consumers. Originality and zaniness will still have their place, but marketers will have to deliver some cold, hard messages at the same time.

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