Why the New General Market matters
Today’s new consumer has more knowledge, access to insight, and power to influence or disrupt your brand than any group before. Tony Bartell, COO of GameStop, recently shared: “A new wave of consumers is quickly becoming the most powerful economic force in retail, and it is causing retailers to refine plans on how to meet the needs of this new generation.”
The New General Market consumer, influenced by the millennial mindset, is not just a new consumer that must be understood, but also the core influencer of tomorrow’s shopping experience.
Who is the New General Market and why do they matter?
The New General Market describes an accumulation of cultures, ethnicities and demographics aligned against common needs and lifestyles. This consumer demands that brands and marketers “talk with” them — which is the heart of co-creation — as opposed to being “talked at.” They are also wary of companies that stereotype, lack purpose and fail to innovate.
During a recent leadership forum co-hosted by the Mack Elevation Forum and Drug Store News, a group of leading health and beauty brands and top retail executives discussed ideas for successfully appreciating the New General Market consumer. These are ideas that are not simply meant to elevate your business, but will help you win hearts and minds of the new consumer. Here are some of the key highlights—
- Diversity is the default today, not the exception. Minorities are now the majority in most large cities. The New General Market is inherently social, mobile and disproportionately influential. They are diverse and urban; they value authenticity, creativity and community.
- Culturally competent organizations recognize their consumer’s values, attitudes and lifestyles, not just demographic profiles. Advertising stereotypes are cancerous for a brand. Failure to acknowledge social commentary and cultural norms appears insensitive. Listening to, and emphasizing consumer needs and benefits is how you stay culturally competent.
- A committed group of brand advocates are your best brand influencers. What people buy is more and more indicative of who they are, so it’s essential to create engaging content that incites action with your top brand enthusiasts. In other words, loosen your grip on your brands and let consumers help define and build the brand.
Great brands build loyalty through emotional connection and love. Being vulnerable is being exceptional, embracing the values of the New General Market. It is time to challenge our old norms about brand building and businesses in general.
Do you dare?
Dan Mack is the Founder of the Mack Elevation Forum and the author or “Dark Horse: How Challenger Companies Rise to Prominence.” To learn more go to mackelevationforum.com.
Lumene expands skin care portfolio with two new innovations
ESPOO, Finland — Finnish beauty brand Lumene is expanding its portfolio with the mid-August launch of its new Time Freeze Instant Lift V-Shaping Serum and Bright Now Vitamin C Shine Control Cream-Gel.
The new Time Freeze Instant Lift V-Shaping Serum, priced at $29.99, marks the brand’s new way to achieve the results of the latest beauty trend sweeping across Asia — a flawlessly sculpted, V-shape jaw line.
The trend originated in South Korea and has led to a series of extensive surgical procedures appearing across Asia. To help beauty mavens achieve the same coveted look without a pricey, invasive procedure, Lumene has developed the serum, which promises to shape the contours of the face for a slimmer, firmer jaw line. Key ingredients include an anti-gravity peptide, arctic lingonberry extract, skin messenger molecules technology and glycine from soy protein.
To help control shine, minimize pores and moisture skin with hyaluronic acid and vitamin C, Lumene has developed the new Bright Now Vitamin C Shine Control Cream-Gel, which is priced at $19.99.
Infused with arctic cloudberry nectar, a vitamin C derivative, enantia chlorantha extract and oleanolic acid, the formula is non-sticky and leaves behind a matte finish while protecting skin against harmful environmental aggressors that cause visible aging, according to the company.
U by Kotex introduces new Security Ultra Thin pads
DALLAS — Kimberly-Clark’s U by Kotex brand has developed the new U by Kotex Security Ultra Thin pads with a 3D Capture Core to lock away wetness and help stop leaks and an Xpress DRI cover for fast absorption.
The new 3D Capture Core and Xpress DRI cover are also found on U by Kotex CleanWear Ultra Thin pads. Other product benefits of U by Kotex Security Ultra Thin pads and U by Kotex CleanWear Ultra Thin pads include uniquely shaped wings for a secure fit and an ultra thin, four-layer absorbent system for dry protection.
The launch of U by Kotex Security Ultra Thin pads with 3D Capture Core and new Xpress DRI cover is part of Save the Undies, an integrated marketing program that aims to help women change the way they think about and experience feminine care.
The Save the Undies program is supported by a digital media plan, including the opportunity for women to create an UnderWarrior profile on the brand’s web site, spread the word via their social channels and be entered for a chance to win surprise sweepstakes. The program also includes partnerships with vloggers who will be spotlighting the new product in upcoming videos on the brand’s owned and promoted social channels, and attention grabbing TV, print and online advertising.