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1 Minute Advice: Public Trust Falling Across Industries

Edelman's Trust Barometer, a well-respected annual measure of the public trust of companies and organizations around the globe, shows a decline in trust across all industries from 2019 to 2020, according to a report by Marketing Charts. According to Edelman, public trust fell in fifteen industries over the course of one year although the percentage declines from industry to industry were fairly modest (from 1 to 5 percent). The top five most trusted industry sectors (in order from one to 5) were Technology, Manufacturing, Retail, Transportation and Education.

You can view the entire Edelman's Trust Barometer here in pdf form.

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Check out the new book featuring 156 best and worst brands of the 50s and 60s!

1 Minute Advice: Here's What Shoppers Want from Advertisers

Alert to advertisers: Shoppers want something from your advertising when they're searching for common products. A survey of 1,000 adult shoppers, as reported by Marketing Charts, indicates that half of respondents (50 percent) want advertising that is "more relevant to my current needs," and more than half (47 percent) say they want relevant advertising to appear when they're researching products that address personal needs. It seems as if they also want advertising to be more proactive: 43 percent of respondents would like advertising to "guide me through a store to find the exact product I need."

Are you meeting shoppers' needs with your advertising?

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.

Check out the new book featuring 156 best and worst brands of the 50s and 60s!

1 Minute Advice: Are You Forgetting This Audience?

Time and time again, marketers pick Millennials and younger generations over Boomers and older generations as the most attractive audience for advertising campaigns. When it comes to buying power, marketers are dead wrong. As Mark Bradbury writes for MediaPost, the age 50-plus audience outweighs younger generations in many key statistical areas, such as:

• Over 7 million more U.S. households are headed by those age 50 (HH 50+) and older than those below age 50.
• The share of total consumer spending among HH 50+ rose to over half (52 percent).
• HH 50+ spent $350 billion more than younger HH in 2017.
• HH 50+ generate $67 billion more income annually than younger HH.
• HH 50+ are 77 percent more likely to own homes than younger HH.
• Over the next five years, HH 50+ will grow at about twice the rate of younger HH.

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.

Check out the new book featuring 156 best and worst brands of the 50s and 60s!

1 Minute Advice: Beware the "Brandless Brands"

As much as anything, consumers will be seeking out value in 2020, and that means strong growth for "brandless brands," otherwise known as store brands or generics. Andrew Lipsman, a principal analyst for eMarketer, says "...today’s consumers are looking for value and aren’t necessarily attached to particular brands—or possess fondness for the retailer over the brands on the store shelves.”

In fact, retailers growing the most in terms of traditional stores tend to be those with their own store brands, generic brands or discount brands. In the first half of 2019, for example, the top two retailers in store openings were Dollar General and Dollar Tree, both discounters of merchandise not known for promoting any specific brands. Other examples include the growth and strength of retailer-specific brands: In the supermarket arena, for instance, such chains as Publix and Trader Joe's are heavily invested in their own private label brands. Other retailers, such as Target and Amazon, create their own unique brands that appear nowhere else and compete with traditional brands.

While "brandless brands" may not spell the end of traditional brands, brand marketers need to be aware of their growth and popularity with consumers.

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.

Check out the new book featuring 156 best and worst brands of the 50s and 60s!