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1 Minute Advice: Demographic Trends Marketers Need to Know About

Here are six demographic trends, as reported by the Pew Research Center, you need to know about. Being aware of this data can help you understand important audience characteristics and shape more effective marketing programs.

1. The largest adult generation in the U.S. is now the Millennials, just slightly outnumbering Baby Boomers this year. Generation Z is entering adulthood; this generation will be the best educated and most diverse generation yet -- almost half (48 percent) are racial or ethnic minorities.
2. Hispanics are projected to become the largest minority group in the 2020 elections, with 32 million eligible voters vs. 30 million eligible voters for African-Americans.
3. The American family is undergoing fundamental change. Among parents living with a child, 25 percent of them were unmarried in 2017. The share of U.S. children living with an unmarried parent reached 32 percent in 2017.
4. The immigrant share of the U.S. population is approaching a record high: 44 million foreign-born people living in the U.S. in 2017 accounted for 13.6 percent of the population, the highest share since 1910.
5. The U.S. unauthorized immigrant population is at its lowest level in more than a decade. There were 10.7 million unauthorized immigrants living in the U.S. in 2016, the lowest total since 2004.
6. Incomes are rising in the U.S., but not equally. While household income is at or near the highest level it has been in 50 years, income inequality continues to grow. The share of Americans who are in the middle class has fallen over the last several decades. About half (52 percent) of adults were considered middle class in 2016.

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1 Minute Advice: The "Most Loved Brands" in the U.S.

What are the "most loved brands" in the U.S.? A new survey by Morning Consult is significant because of the large sample size -- 400,000 consumers -- and because it measures "brand love" using consumer sentiment across favorability, trust, community impact and "Net Promoter Score."

The results might surprise you. The top five most loved brands overall, according to the survey, are, counting down from #5 to #1:

5. Home Depot
4. UPS
3. Netflix
2. Google
1. Amazon

Apple and Coca-Cola, traditionally high on such lists, are notably absent not just from the top five, but from the top twenty-five.

The results vary by demographic. The most loved brands among Gen Z (ages 18 - 21) are, from #5 to #1, Oreo, Amazon, YouTube, Netflix and Google. For Millennials (ages 22 to 37), they are, from #5 to #1, Target, YouTube, Amazon, Google and Netflix. Gen X (ages 38 to 53) tracks exactly to the overall survey results. For Boomers (ages 54 to 72), they are, from #5 to #1, FedEx, Lowe's, the USPS, Home Depot and UPS.

Marketers can draw their own conclusions about the brands consumers seem to love the most.

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

1 Minute Advice: Modern Marketers Ignore Boomers at Their Own Peril

How many times have you heard it said that modern marketers are relentlessly targeting Millennials? The fact is, they are ignoring a demographic reality in doing so. As reported by Marketing Charts, a new statistical report indicates that it is Baby Boomers, not Millennials, who hold more than half (54 percent) of all US household wealth. In addition, Baby Boomers actually spend more than any other generation. Another report indicates Baby Boomers spend more than $548 billion each year, almost $200 billion more than Gen Xers, the generation next in line in terms of spending.

So why do marketers keep concentrating their efforts on Millennials when Boomers hold the majority of wealth? Maybe one reason is that the Millennials rate of household wealth growth -- 500 percent from 2010 to 2019 -- is impressive, as is the fact that Millennials just recently outnumbered Baby Boomers in terms of raw numbers. Still, Millennials account for only 4 percent of total US household wealth. Time for marketers to wake up to this reality.

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1 Minute Advice: More Than Brand Awareness, Marketers Need Brand Attachment

Today, brand awareness is not enough -- what marketers really need to create is brand attachment. Writing for MarketingProfs, Brian Shilling, branding director at Clarity Quest Marketing, lists the following sequential steps to Brand Attachment:

1. Brand Awareness
2. Brand Familiarity
3. Brand Affinity
4. Brand Loyalty
5. Brand Attachment

According to Shilling, the best way to guide consumers through these steps is with the use of effective content marketing. This involves an intimate knowledge of your audience, developing channel-specific content, providing content all along the customer journey, always staying on brand, and being diligent about testing and measuring.

Read more at: https://www.marketingprofs.com/articles/2019/40729/five-real-content-strategies-to-earn-brand-attachment?
(Free registration required.)

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.