BrandStand: Are Consumers Receptive to Brands’ Involvement with National Issues?
Following the long and contentious 2016 election cycle, political issues remain top of mind for consumers. Marketers are likely wondering whether brands can or should utilize this heightened consciousness as a potential point of connection with consumers — or whether they should distance themselves from this combative political morass. Should brands…
The Boomer Mystique: Ignore at your own risk
As a consumer segment, Baby Boomers (born between 1946-1964) are sizable, lucrative, and they’re spending! As the largest U.S. demographic, they have 77% of discretionary wealth, represent 25% of the U.S. consumer landscape, and account for 60% of consumer spending. Reared amid the post-war economic boom, this generation virtually defined…
The Community that Should be on Everyone’s Radar: the LGBT Segment
The LGBT segment is a dynamic and diverse population which spans across all ages, ethnicities and social status. At approximately 9 million strong, their total buying power is projected to be $830 billion — which offers great opportunities to manufacturers and retailers. There has been an increased prevalence of LGBT…
Annalect Research: The U.S. Asian-American
The Asian-American community is one of the most diverse communities in the U.S. At 16 million strong, US Asians represent about 6% of the total population, up 22% since 2010. Asian-Americans are slightly younger than the total U.S. population, with 40% under 34 year old, compared to 29% of the…
#GenerationTech: Millennials & Technology
Millennials — the most talked about generation for the past several years and likely for the next to come. As digital natives, they are tech-savvy, connected, and are making a significant impact on our world. Millennials are a diverse consumer segment born from 1981 to 1995, totaling over 80 million…
Ms. Understood: Exploring the Role of Women
According to Simmons/MRI, as of 2012, women reportedly made up 80% of U.S. spending power, and they now account for 85% of all consumer purchases (including those within male-oriented categories). [download file=”https://www.annalect.com/wp-content/uploads/Ms-Understood-Annalect-Research-12-2014.pdf” title=”Ms. Understood Annalect Research”] Women are now influencing and spending across all categories at a greater rate than…