I am going to be taking a break from posting for a bit. So, before I start my break, I thought I would revisit some marketing predictions I made earlier in the year.
My 3 Predictions
- First, we would finally recognize that there is too much content out there.
- Second, marketers will recognize that martech is a tool, not a strategy.
- Finally, consumers will begin a shift toward a more selective consumption pattern.
I never expected 2019 to totally transform marketing; but there is a major shift underway, with respect to the last prediction.
In my last post, I wrote about the recommendation from the Business Roundtable that companies think more broadly about the constituents they serve, including the planet. The vast majority of Americans believe that the climate crisis is real and there is a desire for real change. Climate worries are also causing consumers to rethink their consumption habits and businesses are responding.
How Am I Doing?
For me, these trends have not just been academic.
I recently went to a fast-casual style restaurant. My younger daughter likes to order the kid’s meal there, and it comes with a fairly rigid small plastic cup to fill up at the drink station. She has decided she wants less plastic in the world, so she asked for the adult paper cup, instead, and was willing to pay the difference. The cashier mentioned that this request was now very common, and they had let corporate know. My daughter received the paper cup, gratis.
In another example, I was at the airport and stopped at a sandwich chain. As I was handed my drink, I was asked if I wanted the lid and straw.
I am not alone, a recent study by Futera found that 88% of consumers wanted brands to help them live sustainably. The marketing implications for this trend are very interesting. Aside from a physical product or service, consumers are asking and paying for less. While it may not seem like much, a lid and a straw are big conveniences bundled into the price of a meal. Yet at the airport I was asked … do you want to take a small hit for the team? I happily took the hit and kept my drink close, until I finished it.
I generally keep my politics out of business, but climate change is not political to me. It is an existential threat, and most U.S. consumers agree.
Now, It’s Your Turn
As marketers, we need to think of ways to satisfy this growing need; and, fortuitously, consumers are willing to share the burden.
Here is my next prediction: Companies that do not change quickly will soon find themselves out of favor with a big segment of the market.