123 eGuides

1 Minute Advice: Global Brand Leaders in Sustainability

According to a new survey, the top three global leaders in sustainability are (1) Unilever, (2) Patagonia and (3) IKEA. The survey, which tracks expert opinions of sustainability, has been conducted annually since 1997. This year's survey was based on responses from over 700 experts across 71 countries. The survey was especially significant since experts were asked to name sustainability leaders without any prompting.

Experts participating in the survey were also asked about the "most urgent actions for the private sector to increase resilience." The two leading actions were "environmental sustainability" and "new business models." Experts agreed that companies must emphasize Sustainable Development Goals (SDGs), human rights and ethical issues to build long-term resilience.

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.

Read about 156 best and worst brands of the 50s and 60s!

1 Minute Advice: Majority of Holiday Shopping Likely to Go Digital

With the lingering concern about COVID-19, retailers are already expecting consumers to largely shop online this holiday season. Data from daVinci Payments, as reported by eMarketer, indicates that 71 percent of U.S. adults plan to do more than half of their holiday shopping digitally this year. The percentage is even higher for 26 to 30 year olds (81 percent) and 31 - 38 year olds (82 percent). But even 60 percent of those in the 56-plus age group said they planned to shop online for the holidays more than half the time.

The pandemic has had a marked influence on consumer interest in online shopping. Another study as reported by eMarketer shows that 47 percent of U.S. adults are more interested in shopping online during the holidays this year.

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.

Read about 156 best and worst brands of the 50s and 60s!

1 Minute Advice: The Fastest Growing Demographic in the U.S. is...

In the last decade, marketers have continued to concentrate the majority of their U.S. efforts on Millennials and Gen Z demographic slices. But an analysis of population growth in the past 10 years by Marketing Charts indicates one demographic is growing faster than all others: The  65 to 74 age group, i.e., Baby Boomers.

The analysis reveals that the number of adults age 65 to 74 increased by 44 percent from 2010 through 2019. Second in line for population growth was the number of adults age 75-plus, growing at over 21 percent during the same period. The 55 - 64 age group showed an increase of 15.4 percent.

Here are the 2010-2019 growth percentages for all age groups:
0 - 11 years of age: Minus 1.6%
12 - 17 years of age: Minus 1.1%
18 - 24 years of age: Minus 1.8%
25 - 34 years of age: 11.5%
35 - 44 years of age: 1.7%
45 - 54 years of age: Minus 9.1%
55 - 64 years of age: 15.4%
65 - 74 years of age: 44%
75-plus years of age: 21.2%

Makes you wonder if marketers are paying attention to the data.

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.

Read about 156 best and worst brands of the 50s and 60s!

1 Minute Advice: Strong E-commerce Growth Across the Board

Despite all of the awful things the pandemic is doing to the world's economy, one positive side effect globally and in the U.S. has been the strong growth of retail e-commerce. Retailers who are more dependent on in-person shopping are suffering: Just recently, the venerable Lord & Taylor, Jos. A. Bank and Men's Wearhouse all declared bankruptcy, joining a growing list of traditional retailers devastated by the pandemic. Not surprisingly, consumers have been turning to online shopping as a safer alternative to visiting brick-and-mortar stores.

eMarketer reports a stunningly robust growth year-over-year in e-commerce sales as of May 2020. The leading retail category in e-commerce, food and beverage, has seen a 58.5 percent increase. Next in line is health, personal care and beauty at 32.4 percent. Toys and hobby saw a 20.9 percent increase; computer and consumer electronics 17.9 percent; office equipment and supplies 17.9 percent; and books, music and video 13.9 percent. eMarketer predicts the number of U.S. digital grocery buyers to surge 41.9 percent this year, representing 131 million consumers who are shopping for food via the Internet.

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.

Read about 156 best and worst brands of the 50s and 60s!