Filed under: 2 min mindmap, consumer behavior, financial services | Tags: business week, consumer behavior, consumption smoothing, lifecycle consumption smoothing, mindmap, recession marketing, retirement
I’m just now catching up on some back podcasts on Business Week, and I caught a curious phrase from an cover story from a few weeks ago that I hadn’t heard in a while: Consumption Smoothing. It’s a strategy rooted in retirement planning, where you try to balance saving and spending behaviors over a lifetime so that when retirement comes, you can enjoy a lifestyle that’s on par with what you’ve averaged over the majority of your working years.
In the spirit of the 2 minute mindmap, I played with the notion of how this concept could apply in lots of different places that we consume.
Filed under: arts and creativity, boomers, branding, Charlotte, empathy | Tags: advertising, boomers, charlotte business journal, creativity, mad men, recession marketing, the 60's, volkswagen ads
“It’s easier for a boomer to understand a 25-year old than it is for a 25-year old to understand a boomer” he said. He reflected on the advertising heydey of the Madmen-era, and the cleverness of Volkwagen’s 60′s campaigns. Stewart suggested that today’s ads are geared towards shock value and may insult the intelligence and value set of the Boomer market.
Career accomplishments aside, I was equally impressed that Lee Stewart practices what he preaches. Contrary to instinct, a down market is when advertising sees greater penetration. Follow up ads in this series will run in July and September.