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  • In US, willingness to pay more for environment-friendly products grows
    • 04/17/17
    • Consumer Goods
    • Home and Living
    • Point of Sales Analytics
    • Trends and Forecasting
    • GfK-MRI
    • United States
    • English

    In US, willingness to pay more for environment-friendly products grows

    At a time when US environmental policy is under increased scrutiny, more than half (56%) of consumers here still say they are willing to pay more to use environment-friendly (“green”) products – an uptick of three percentage points from the 2010 level (53%).

    • 04/04/17
    • Consumer Goods
    • Connected Consumer
    • Global
    • English

    3 things brands need to know about marketing to today’s dads

    My wife and I recently binge-watched “This is Us.”  As a father of two, I was attuned to the portrayal of the dads on this fictional NBC show (for the uninitiated).  Randall, William, and Jack make up an all-star cast of TV dads.  Sure, all three have their flaws, but I’m convinced that some combination of these TV dads is the actual father I’m supposed to be.  Kind and loving like Randall, strong and inspiring like Jack, wise and cool like William.  But all three share a common thread – a willingness to take on a large role in their kids’ and grandkids’ day-to-day lives.

    An important message to marketers

    There is an important message in the show to marketers about dads (and granddads) like Randall, William, and Jack.  According to research from GfK Consumer Life’s global study, fathers averaged across 18 countries are more likely today than in the past to take on household chores like cooking, cleaning, and shopping for groceries.  In addition, as “This is Us” aptly displays, common dad tropes are being replaced by a more dynamic and realistic archetype.

    That’s not to say that fathers are the new mothers.  Sure, dads still love to kick back in the man cave with a cold one and hide from folding the laundry (don’t tell my wife).  And in fact, there are recent studies suggesting that attitudes towards more traditional gender roles are making a bit of a comeback – especially in the US.

    Recent studies from GfK Consumer Life in the US have similar findings (more to come in a future post).  But modern reality dictates and encourages dads to be more omnipresent in chores and their kids’ lives.  There are a few recent ads that speak to these themes.  I’m partial to this one from Google (Dear Sophie) and this one from Hyundai (Dad’s Sixth Sense).

    So what do marketers need to know about today’s dads?

    1. We like to blaze a trail and create new ways of doing household chores. Especially watch out for us in the kitchen, where we will experiment a bit more than moms.  This domestic innovation isn’t always appreciated, as about half of dads claim they are the best cook in the house, while overwhelmingly kids are much more likely to say that Mom is the best. (pro-tip: kids don’t like sriracha mac and cheese, but they do like ‘regular’ mac and cheese).
    1. We are smarter shoppers with go-to brands, and a pinch of nostalgia. Dads bring a unique perspective to the weekly shopping trip.  We are increasingly deal-oriented, but still tend to be influenced heavily by brands – especially brands that we remember from our childhood.
    1. We put in a lot of research when making a purchase decision (especially for bigger ticket items). Increasingly, dads are likely to consult their on-line and off-line networks before making a decision.  And for all the jokes about men never asking for directions, growing numbers will ask salespeople for information.

    The role of fathers on TV, advertising, and in real life is forever changed.  As marketers, we have a responsibility and a business imperative to engage them in a realistic fashion, without patronizing.  Now excuse me while I grab my herb-infused duck breast from the oven, my four-year old is sure to love it this time!

    Tim Kenyon is Vice President on the Consumer Life team at GfK. He can be reached at tim.kenyon@gfk.com.

  • UK Consumer Confidence stays at -6 in March
    • 03/31/17
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • FMCG
    • Consumer Life
    • United Kingdom
    • English

    UK Consumer Confidence stays at -6 in March

    GfK’s long-running Consumer Confidence Index remains stable at -6 in March.  Three of the five measures stayed at the same level and two measures saw increases.

  • UK Consumer Confidence stays at -6 in March
    • 03/31/17
    • Press
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • FMCG
    • Global
    • English

    UK Consumer Confidence stays at -6 in March

    GfK’s long-running Consumer Confidence Index remains stable at -6 in March.  Three of the five measures stayed at the same level and two measures saw increases.

  • Streamlining shelf assortment for an appliance manufacturer
    • 03/30/17
    • Consumer Goods
    • Global
    • English

    Streamlining shelf assortment for an appliance manufacturer

    We conducted a shopper and point of sales analysis to refine a company’s shelf concept in the Italian kitchen appliance market.

  • Boosting hypermarket sales in small domestic appliances
    • 03/30/17
    • Consumer Goods
    • Point of Sales Analytics
    • Global
    • English

    Boosting hypermarket sales in small domestic appliances

    “Optimizing assortment in our sector is a challenge. Thanks to GfK, we were able to re-design the category offer, increasing its performance. We will expand this approach to some other countries.”

  • Optimizing retail performance in small appliances
    • 03/30/17
    • Consumer Goods
    • Point of Sales Analytics
    • Global
    • English

    Optimizing retail performance in small appliances

    Our research helps our client allocate resources to the most effective retail strategies.

  • Peter Feld joins GfK SE as new CEO
    • 03/10/17
    • Financial Services
    • Health
    • Consumer Health
    • Optics and Acoustics
    • Media and Entertainment
    • Public Services
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Media Measurement
    • Brand and Customer Experience
    • Consumer Panels
    • Digital Market Intelligence
    • Social Media Intelligence Center
    • Market Opportunities and Innovation
    • Mystery Shopping
    • Promotion and Causal Retail
    • Point of Sales Tracking
    • Point of Sales Analytics
    • Shopper
    • Trends and Forecasting
    • User Experience (UX)
    • United States
    • English

    Peter Feld joins GfK SE as new CEO

    The Supervisory Board of GfK SE has today appointed Peter Feld (51) as new Chief Executive Officer and Management Board member effective March 15, 2017.

  • Peter Feld joins GfK SE as new CEO
    • 03/10/17
    • Financial Services
    • Health
    • Consumer Health
    • Optics and Acoustics
    • Media and Entertainment
    • Public Services
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Media Measurement
    • Brand and Customer Experience
    • Consumer Panels
    • Digital Market Intelligence
    • Social Media Intelligence Center
    • Market Opportunities and Innovation
    • Mystery Shopping
    • Promotion and Causal Retail
    • Point of Sales Tracking
    • Point of Sales Analytics
    • Shopper
    • Trends and Forecasting
    • User Experience (UX)
    • Canada
    • English

    Peter Feld joins GfK SE as new CEO

    The Supervisory Board of GfK SE has today appointed Peter Feld (51) as new Chief Executive Officer and Management Board member effective March 15, 2017.

  • An understanding of tomorrow's Smart Home consumer...today.
    • 03/06/17
    • Home Appliances
    • Financial Services
    • Consumer Health
    • Media and Entertainment
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • FMCG
    • Home and Living
    • Trends and Forecasting
    • Consumer Life
    • GfK-MRI
    • United States
    • English

    An understanding of tomorrow's Smart Home consumer...today.

    As the "Smart Home" becomes reality in their fast-paced, connected lives, consumers expect seamless integration in their lives.

  • How to win the 2017 shopper
    • 03/02/17
    • Retail
    • Technology
    • Consumer Goods
    • Connected Consumer
    • Global
    • English

    How to win the 2017 shopper

    Consumers tell us that they shop using both online and offline channels for different but complementary reasons. Take a look at our infographic and discover "How to win the 2017 shopper".

  • UK Consumer Confidence drops one point in February to -6
    • 02/28/17
    • Fashion and Lifestyle
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • FMCG
    • Market Opportunities and Innovation
    • United Kingdom
    • English

    UK Consumer Confidence drops one point in February to -6

    GfK’s long-running Consumer Confidence Index has decreased one point this month to -6. Three of the five measures saw decreases in February, and two measures saw increases.

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