Marketing to Tomorrow's Consumer - UK : Market Research Report

Marketing to Tomorrow's Consumer - UK

Published by: Mintel International Group Ltd.

Published: Oct. 1, 2007 - 225 Pages

Issues in the Market: Who are we? - Comfort Seeker or Goal Driven?; Mintel research; Mintel-commissioned research; Report Synopsis; Lifestage and Special Groups; Abbreviations
Insights and Opportunities: Targeting the Anxious Comfort Seekers; Careering towards confidence; Consolidated financial advice; Home help; Free fun; Targeting the Goal Driven; Investing in work; Careering towards autonomy; Guided risk; ‘Homing’ in on investments; Play hard; Targeting the Contented Comfort Seekers; Linked investments; Financial downsizing; Home pride; Educated fun; Travelling together; Targeting the Altruistic Adventurers; Work escapologists; Family first; Flexible living; Adventurous adrenaline rush
Lifestyle Sector in Brief: In or out of the comfort zone?; When it comes to finance, most like to stay in the comfort zone; Home is a comfort zone - but can also be the focus for ambitions; Good health is comforting if you have it, but may need strict goals to achieve it; Cars and technology - status symbols for some, daunting for others; Leisure can be fine outside the comfort zone…; …holidays and travel even more so; How far from the comfort zone in future? It depends where you are in life; Everyone needs their own comfort zone
Who’s Innovating?: Financial innovations; Targeting youth to ensure a lucrative future; Charging for banking services; Helping customers to save; Safe as houses?; Home innovations; The home bistro; Free technology attracts new consumers; Comfort Innovations; ‘Healthy Alcohol’; Leisure innovations; In-home entertainment; IPTV meets Xbox…; …and HDTV; An alternative reality; Broadening the parameters of ‘experiences’
Sector Environment: Macro-Economic Factors Influencing the Comfort Zone; The divorce rate; Employment trends; Interest rate trends; Housing trends
Attitudes and Priorities: Key Points Summary; Marketing messages; Consumer groups; Group 1. Anxious Comfort Seekers (26% of the sample); Group 2. Goal Driven (22% of the sample); Group 3. Contented Comfort Seekers (26% of the sample); Group 4. Altruistic Adventurers (26% of the sample); Demographic analysis; Anxious Comfort Seekers; Goal-Driven; Contented Comfort Seekers; Altruistic Adventurers; Comfort level groups and life events; Anxious Comfort Seekers; Goal Driven; Contented Comfort Seekers; Altruistic Adventurers; Attitudes to life; Are they happy?; …very - if a Contented Comfort Seeker; Ready for change?; …only if able, rather than just willing; Held back by children; Able but not necessarily willing; Life can move faster than plans; Goals…; …and impulses; Seize the day?; Yes for the Goal Driven and Altruistic Adventurers; The importance of education; Older and more cautious - responsibility takes hold; Regrets…; …and sacrifices; Keep on trying?; Yes for the Goal Driven and Altruistic Adventurers; Knowing when to give up; Risk, adventure and challenge; Not for the Contented Comfort Seekers; Financial risks are another ball game; …and some risks are inevitably unavoidable; A ‘calculated’ risk; A high degree of personal risk is common; Surprisingly risky for the older, more ‘sedate’; Holidays - coupled with a keen sense of adventure; Adventure can be without risk; Adventure in the more ‘mundane’ areas; Of course, ‘adventure’ is not for everyone…; …particularly related to lifestage and past experience; Actively seeking challenge
Chasing Success: Careers and Qualifications: Key Points Summary; Marketing messages; Working all hours?; Attitudes towards work, career and success; Respect and responsibility; The fine balance between being respected and being liked; The importance of respect outside the workplace…; …parental?; …and from grown-up children; Following instructions; The marriage of money and responsibility; Self employment and the search for autonomy; The distinction between of not wanting responsibility and being told what to do; Young ‘alpha females’; Family or career?; The inevitability of sacrifice; Some regrets - and missing out?; Mothers still put family first; Career plans and comfort zones; ‘I look on the work I do as a career rather than just a job’; ‘I want to get to the very top in my career’; ‘I would like to set up my own business one day’; Contented Career Seekers; Altruistic career paths; Anxious Career Paths; Career Driven
Money-minded: Ambition versus Security in Money Matters: Key Points Summary; Marketing messages; Attitudes towards finance; ‘I am perfectly happy with my standard of living’; Older adults are the most contented financially…; … but those with children have the greatest financial concerns; ‘How I spend my time is more important than the money I make’; ‘Money is the best measure of success’; Money management; ‘I am very good at managing money’; ‘I usually consult a professional financial adviser before deciding on financial matters’; Investment, credit and debt; ‘I look for profitable ways to invest my money’; ‘Owning stocks and shares is too risky an investment for me’; ‘I don’t like the idea of being in debt’; ‘With a credit card I can buy things I couldn’t normally afford’; Financial products owned; Finance and the comfort zone; A ‘calculated risk’; Back to square one?; Those with definite Goals; The fruits of financial risk; The golden age of contentment; The financially anxious
Ambition and the Home: Showcase or Cocoon?: Key Points Summary; Marketing messages; ‘Somewhere to come back to’: home and the comfort zone; Home as a financial comfort; Home - essential for a sense of security (even for non-home-owners); Ambitions begin at home?; A home goal; Quality not quantity for the altruistic; Contented home comfort; Anxious home seekers; The look of the place; Vast majority are clean and tidy
Health Targets: Super fit, Risk-taker or Moderation in All Things?: Key Points Summary; Marketing messages; Health and the comfort zone; Older adults see good health as a source of comfort; Stringent health goals; Comfortably healthy - taking it in their stride; Anxious health seekers; Strict health targets; Health - for fun; Smoking and drinking; Attitudes towards health; ‘Because of my busy lifestyle I don’t take care of myself as well as I could’; ‘Most of the time I'm trying to lose weight’; ‘I always think of the calories in what I eat’; ‘I always look for the light/diet versions of food and drink’; ‘I always check the nutritional content of food’; ‘I do some form of sport or exercise at least once a week’
Fast-Lane Living: Cars and Technology: Key Points Summary; Marketing messages; Cars, technology and the comfort zone; Fast and Driven; ‘Dream car’ for the altruistic types; Contented Comfort Seekers; Anxious Comfort Seekers; Attitudes towards technology; ‘I try to keep up with developments in technology’; Ownership of technology; Attitudes towards cars; ‘My car should catch people’s attention’; Car ownership
Switching Off: The Adrenaline Rush Versus Relaxation in Leisure Time: Key points summary; Marketing messages; Leisure time and the comfort zone; Risk and excitement needed for an ‘ordinary’ life; Leisure goals; Altruistic Adrenaline Seekers; Comfortable Leisure Seekers; Financial anxiety about leisure activities; Attitudes towards leisure time; ‘I prefer to spend a quiet evening at home rather than go out’; ‘I consider myself interested in the arts’; ‘I enjoy splashing out on a meal in a restaurant’; Comfort eaters?
Going Far: Holidays, Travel and Ambition: Key Points Summary; Marketing messages; Travel and the comfort zone; Travelling - from the mundane to the exciting; Holiday goals; Younger…; and Older…; The altruistic holiday; Seeking just comfort and relaxation; Anxious and avoidant; Holiday habits; Different kinds of holiday for different kinds of people; Attitudes towards holidays; ‘I prefer to take holidays off the beaten track’; ‘I like to go back to familiar places for holidays’; ‘I like to go somewhere different on holiday every time’
Ambitions for the Future: Key Points Summary; Attitudes towards the future; ‘I like to enjoy life and don’t worry about the future’; Future plans; Older men; Older women; Family men; Family women; Pre-/no family men and women; Where is the comfort zone?; Having it both ways; It all depends …; Some things are riskier than others; People think differently; The future is…more comfort seeking?; Comfort Level Groups; The demographic scenario; The rise and fall of comfort seeking?; The less likely scenario; The more likely scenario; Other macro-economic factors affecting the future…
Appendix: Sector environment; Attitudes and priorities; Chasing success: careers and qualifications; Money-minded: Ambition versus security in money matters; Ambition and the home: showcase or cocoon?; Health Targets: Super fit, Risk-taker or Moderation in all things?; Fast-Lane Living: Cars and Technology; Switching Off: The Adrenaline Rush Versus Relaxation in Leisure Time; Going Far: Holidays, Travel and Ambition; Ambitions for the future

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Marketing to Tomorrow's Consumer - UK

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