Rainy Day Ads
The long New Year’s weekend included the luxury of a cold, rainy Saturday, one that offered some guilt-free lounging in front of the television. Some observations:
- Lots of people have a structured settlement and need cash now.
- Everything is on sale.
- A dozen or more spokespeople used to wear huge pants.
OK, so numbers two and three are seasonal, but commercials across the board seemed way out of step with prevailing sentiment.
In their book, Spend Shift, John Gerzema and Michael D’Antonio discuss the radical realignment of sentiment and behavior following the Great Recession. Here are some things to keep in mind:
55% of Americans have adjusted their lives to seek greater balance and fulfillment
36% are Southerners
78% are happier with a more “down to basics” lifestyle
The values-led movement cuts across socio-economic and generational lines. What unites them is “a common sense of optimism and newfound purpose.” Not sales, markdowns or the size of a spokesperson’s old pants, but optimism.
It’s time to focus marketing messages on what’s meaningful to the majority of Americans. Let’s begin this year by understanding the need for more fair weather messaging.
I am really uplifted by the report of “a common sense of optimism and newfound purpose”.
An NPR segment yesterday morning included a discussion about how this sort of mindset is necessary for America to retain leadership, economically and as a culture of hope.
Let’s nurture and spread that sense of optimism and newfound purpose!