New Rituals for Uncertain Times

I have been looking back at Environics Social Values data during the 1990's when consumer confidence was low to try and see any patterns to predict how consumers behave in economic hard times.

One thing that was noticeable was how an enthusiasm for spontaneity dipped. I guess it makes sense that people are not looking for surprises. They are looking for certainty. And ritual is one means of achieving that.

That is why this Target ad is so good. It not only communicates how Target is planning to help consumers and how hard times may be opportunity to discover something else it talks about creating new rituals.

US Retailer Communication Strategies in The Recession

I have avoided writing about consumer response to the recession because there is so much data out there and much of it is useless or simply common sense.

One that that I think is interesting though is the changing trip types. I think this is the key to understanding consumer changes. And I note that Wal~Mart is focusing on this in its new US commercials. These are clearly encouraging shoppers to combine trips - and in particular the grocery trips.

Target take another approach but also tap into a clear consumer trend - staying in. They are advertising DVD players for "the new date night" and hair clippers for the "new hair cut" etc.