Shifts in Secondary Cultural Values

Although core values are fairly persistent, cultural swings do take place. Consider the impact of popular music groups, movie personalities, and other celebrities¡jtJS&tt^jtefyling and clothing norms among young people around the world. Marketers want to predr^cul-tural shifts in order to spot new opportunities or threats. Several firms^fer casts in this connection. For example, the Yankelovich Monitor has Iracki trends for years. Its annual State of the Consumer report analyzes and inl that shape consumers' lifestyles and their marketplace interactions. Tig ma] ues of a society are expressed in people's views of themselves and oth^s, as views of organizations, society, nature, and the universe. ,a fa

A People's self-views: With its "priceless" campaign, the credit card company MasterCard targets "Adventurers" who imagine themselves doing things others wouldn't dare do. MasterCard can help them quickly set up the experience of a lifetime—"deciding to miss your return flight: priceless."

People's Vieivs of Themselves. People vary in their emphasis on serving themselves versus serving others. Some people seek personal pleasure, wanting fun, change, and escape. Others seek self-realization through religion, recreation, or the avid pursuit of careers or other life goals. People use products, brands, and services as a means of self-expression, and they buy products and services that match their views of themselves.

The Yankelovich Monitor identifies several consumer segments whose purchases are motivated by self-views. Here are two examples:45

Do-It-Yourselfers—Recent Movers. Embodying the whole do-it-yourself attitude, these active consumers not only tackle home improvement projects on their own, but they also view the experience as a form of self-expression. They view their homes as their havens, especially when it's time to kick back and relax. Undertaking decorating, remodeling, and auto maintenance projects to save money and have fun, Do-It-Yourselfers view their projects as personal victories over the high-priced marketplace. Mostly GenX families with children at home, these consumers also enjoy playing board and card games and renting movies. As recent movers, they're actively spending to turn their new home into a castle.

Adventurers. These adventuresome individuals rarely follow a single path or do the same thing twice. These folks view the experience as far more exciting than the entertainment value. Although they may be appreciative of the arts (including movies, museums, photography and music), they are more likely to engage in activities most think are too dangerous, and they like to view themselves as doing things others wouldn't dare to do.

Marketers can target their products and services based on such self-views. AFor example, MasterCard targets Adventurers who might want to use their credits cards to quickly set up the experience of a lifetime. It tells these consumers, "There are some things in life that money can't buy. For everything else, there's MasterCard."

People's Views of Others. In past decades, observers have noted several shifts in people's attitudes toward others. Recently, for example, many trend trackers have seen a new wave of "cocooning," in which people are going out less with others and are staying home more to enjoy the creature comforts of home and hearth—from the networked home office, to home entertainment centers, to just finding a quiet spot to plug into their iPods while they check into their favorite Web hangouts. "Call it Cocooning in the Digital Age," says one observer. "With DVD players in most homes, broadband connections proliferating, scores of new video game titles being released each year, and nearly 400 cable channels, consumers can be endlessly entertained right in their own living room or home theater."46

This trend suggests less demand for theater-going and greater demand for home improvement, home office, and home entertainment products. And "as the . . . 'nesting' or 'cocooning' trend continues, with people choosing to stay home and entertain more often, the trend of upgrading outdoor living spaces has [grown

A People's self-views: With its "priceless" campaign, the credit card company MasterCard targets "Adventurers" who imagine themselves doing things others wouldn't dare do. MasterCard can help them quickly set up the experience of a lifetime—"deciding to miss your return flight: priceless."

rapidly]/' says a home industry analyst. People are adding bigger decks with fancy gas-ready barbeques, outdoor Jacuzzis, and other amenities that make the old house "home, sweet home" for family and friends.47

People's Views of Organizations. People vary in their attitudes toward corporations, government agencies, trade unions, universities, and other organizations. By and large, people are willing to work for major organizations and expect them, in turn, to carry out society's work.

The past two decades have seen a sharp decrease in confidence in and loyalty toward America's business and political organizations and institutions. In the workplace, there has been an overall decline in organizational loyalty. Waves of company downsizings bred cynicism and distrust. In just the last decade, corporate scandals at Enron, WorldCom, and Tyco; record-breaking profits for big oil companies during a time of all-time high prices at the pump; and other questionable activities have resulted in a further loss of confidence in big business. Many people today see work not as a source of satisfaction but as a required chore to earn money to enjoy their nonwork hours. This trend suggests that organizations need to find new ways to win consumer and employee confidence.

People's Views of Society. People vary in their attitudes toward their society—patriots defend it, reformers want to change it, malcontents want to leave it. People's orientation to their society influences their consumption patterns and attitudes toward the marketplace. American patriotism has been increasing gradually for the past two decades. It surged, however, following the September 11 terrorist attacks and the Iraq war. For example, the summer following the start of the Iraq war saw a surge of pumped-up Americans visiting U.S. historic sites, ranging from the Washington, D.C., monuments, Mount Rushmore, the Gettysburg battlefield, and "Old Ironsides" to Pearl Harbor and the Alamo. Following these peak periods, patriotism in the United States still remains high. A recent global survey on "national pride" found that Americans ranked number one among the 34 democracies polled.48

Marketers respond with patriotic products and promotions, offering everything from floral bouquets to clothing with patriotic themes. Although most of these marketing efforts are tasteful and well received, waving the red, white, and blue can prove tricky. Except in cases where companies tie product sales to charitable contributions, such flag-waving promotions can be viewed as attempts to cash in on triumph or tragedy. Marketers must take care when responding to such strong national emotions.

People's Views of Nature. People vary in their attitudes toward the natural world— some feel ruled by it, others feel in harmony with it, and still others seek to master it. A long-term trend has been people's growing mastery over nature through technology and the belief that nature is bountiful. More recently, however, people have recognized that nature is finite and fragile, that it can be destroyed or spoiled by human activities.

This renewed love of things natural has created a 41-million-person "lifestyles of health and sustainability" (LOHAS) market, consumers who seek out everything from natural, organic, and nutritional products to fuel-efficient cars and alternative medicine. This segment spends nearly $215 billion annually on such products. In the words of one such consumer,49

I am not an early adopter, a fast follower, or a mass-market stampeder. But I am a gas-conscious driver. So that's why I was standing in a Toyota dealership . . . this week, the latest person to check out a hybrid car. Who needs $40 fill-ups? After tooling around in three different hybrid car brands—Toyota, Honda and a Ford—I thought, How cool could this be? Saving gas money and doing well by the environment. Turns out there's a whole trend-watchers' classification for people who think like that: LOHAS. Lifestyles of Health and Sustainability. Buy a hybrid. Shop at places like Whole Foods. Pick up the Seventh Generation paper towels at Albertsons. No skin off our noses. Conscientious shopping with no sacrifice or hippie stigma.

Get our new docket Guide- to Choosing Organic at www.ebfattn.com. Food to live by.

Many marketers are now tracking and responding to such cultural trends. For example, Wal-Mart recently developed a Live Better Index by which it tracks the attitudes of its 180 million annual shoppers. The first Live Better Index tracked consumers' decisions regarding eco-friendly products such as compact florescent lightbulbs, organic milk, and concentrated liquid laundry detergents in reduced packaging. The index shows that 11 percent of Americans now consider themselves to be converts to more sustainable living and that 43 percent say they will be "extremely green" within the next five years.50

Food producers have also found fast-growing markets for natural and organic products. AConsider Earthbound Farm, a company that grows and sells organic produce. It started in 1984 as a 2.5-acre raspberry farm, but founders Drew and Myra Goodman wanted to do the right thing by farming the land organically and producing food they'd feel good about serving to their family, friends, and neighbors. Today, Earthbound Farm has grown to become the world's largest producer of organic vegetables, with 40,000 acres under plow, annual sales of $480 million, and products available in 75 percent of

America's supermarkets.51

In total, the U.S. organic-food market generated $17.8 billion in sales last year, a more than 20 percent increase over the year before. Niche marketers, such as Whole Foods Markets, have sprung up to serve this market, and traditional food chains such as Kroger and Safeway have added separate natural and organic food sections. Even pet owners are joining the movement as they become more aware of what goes into Fido's food. Almost every major pet food brand now offers several types of natural foods.52

Get our new docket Guide- to Choosing Organic at www.ebfattn.com. Food to live by.

People's Views of the Universe. Finally, people vary in their beliefs about the origin of the universe and their place in it. Although most Americans practice religion, religious conviction and practice have been dropping off gradually through the years. Some futurists, however, have noted a renewed interest in spirituality, perhaps as a part of a broader search for a new inner purpose. People have been moving away from materialism and dog-eat-dog ambition to seek more permanent values—family, community, earth, faith—and a more certain grasp of right and wrong.

"Americans are on a spiritual journey, increasingly concerned with the meaning of life and issues of the soul and spirit," observes one expert. People "say they are increasingly looking to religion—Christianity, Judaism, Hinduism, Islam, and others—as a source of comfort in a chaotic world." This new spiritualism affects consumers in everything from the television shows they watch and the books they read to the products and services they buy. "Since consumers don't park their beliefs and values on the bench outside the marketplace," adds the expert, "they are bringing this awareness to the brands they buy.

Riding the trend of all things natural, Earthbound Farm has grown to become the world's largest producer of organic salads, fruits, and vegetables, with products in 75 percent of America's supermarkets.

Tapping into this heightened sensitivity presents a unique marketing opportunity for brands."53

Author I Rather than simply Comment | watching and reacting, companies should take proactive steps with respect to the marketing . environment.

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Someone once observed, "There are three kinds of companies: those who make things happen, those who watch things happen, and those who wonder what's happened."54 Many companies view the marketing environment as an uncontrollable element to which they must react and adapt. They passively accept the marketing environment and do not try to change it. They analyze the environmental forces and design strategies that will help the company avoid the threats and take advantage of the opportunities the environment provides.

Other companies take a proactive stance toward the marketing environment. Rather than simply watching and reacting, these firms take aggressive actions to affect the publics and forces in their marketing environment. Such companies hire lobbyists to influence legislation affecting their industries and stage media events to gain favorable press coverage. They run advertorials (ads expressing editorial points of view) to shape public opinion. They press lawsuits and file complaints with regulators to keep competitors in line, and they form contractual agreements to better control their distribution channels.

By taking action, companies can often overcome seemingly uncontrollable environmental events. For example, whereas some companies view the seemingly ceaseless online rumor mill as something over which they have no control, others work proactively to prevent or counter negative word of mouth. The food-products company Kraft did this last year when its Oscar Mayer brand of packaged meats fell victim to a potentially damaging e-mail hoax:55

The bogus e-mail, allegedly penned by a Sgt. Howard C. Wright, claimed that Marines in Iraq had written Oscar Mayer saying how much they liked its hot dogs and requesting that the company send some to the troops there. According to the e-mail, Oscar Mayer refused, saying that it supported neither the war nor anyone in it. The soldier called on all patriotic Americans to forward the e-mail to friends and to boycott Oscar Mayer and its products. As the e-mail circulated widely, rather than waiting and hoping that consumers would see through the hoax, Kraft responded vigorously with its own e-mails, blog entries, and a "Rumor and Hoaxes" Web page. It explained that Kraft and Oscar Mayer does, in fact, strongly support American troops, both in Iraq and at home. It works with the military to ensure that Kraft products are available wherever in the world troops are stationed. On the home front, Kraft explained, Oscar Mayer Weinermobiles visit about half of all major U.S. military bases each year, about 70 total. The offending e-mail turned out to be a nearly verbatim copy of a 2004 chain e-mail circulated against Starbucks, signed by the same fictitious soldier but with "Oscar Mayer" and "hot dog" substituted for "Starbucks" and "coffee." Kraft's proactive counter campaign quickly squelched the rumor, and Oscar Mayer remains America's favorite hot dog.

Marketing management cannot always control environmental forces. In many cases, it must settle for simply watching and reacting to the environment. For example, a company would have little success trying to influence geographic population shifts, the economic environment, or major cultural values. But whenever possible, smart marketing managers will take a proactive rather than reactive approach to the marketing environment (see Real Marketing 3.2).

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