Iconoculture – Big Ideas 2013 Recap

April 18, 2013

Attendees of Iconoculture – Big Ideas 2013 MNAMA event last March were graced with the poise and insight of Kara McGuire, consumer strategist at CEB Iconoculture, who gave a great presentation on trends marketers should prepare for in 2013.

Here are the takeaways:

Big Idea 1 - Big Data Gets Personal

As more apps, platforms and networks ask for personal information, consumers will need to see a clear benefit in exchange for offering up their information. Consumers will share if what they get in return really improves their life or makes it easier. Authenticity and transparency will be the crux of deciding which brands will gain consumer trust and who will be left with empty entry forms. Some examples of brands embodying this principle well are, Stylitics , Fujitsu, Nike Fuelband , Nest and Smart Meter.

Big Idea 2 - The Six Shopper Missions

Technology and the economy are changing consumer shopping behavior in many ways. Kara outlined the six types of shopper missions in 2013:

Keep Up: Satisfying predicable need for frequently used goods.
- Examples: Mercadona , Target CityStore
Stock-Up: Satisfying need for household/family staples for longer time span.
- BodegaAurrera , NetPlenish
Respond: satisfying daily needs that arise from shortages of essentials.
- Chinese supermarkets, Walgreens
Hunt: Finding the perfect product for a clearly defined need.
- Contem 1g , Coco-mat,
Gratify: Satisfying immediate wants or need.
- Lego vending machines, Warby Parker
Enjoy: Satisfying a need but mission is driven by personal enjoyment around product or retail experience.
- Kochhaus , Piperlime

Big Idea 3 - Foodies Recalibrate

The “foodie generation” is turning into an “everyone generation”. Expecting peer recognition for pursuing exclusive quality has evaporated and according to Kara, “availability of data and information has democratized discovery.” Thus, foodies are no longer elitist, but mainstream. Once again the big takeaway for brands targeting the new foodie generation is authenticity. Exceptional brand examples include Hodo Soy Beanery and Chipotle.

Big Idea 4 - Health Pulse

It’s no longer whether or not to have a health message anymore, but how. Health talk is expected and valued by consumers - however it has to be individualized. Kara brought up the Health Pulse Index tool used by Iconoculture to show that there are differences between marketing to a low health pulse consumer and a high pulse consumer.

Big Idea 5 - Feel the Learn

Financial learning and services for all ages are strongly sought out. People are trying to find solutions to financial literacy from all sources - and they are increasingly coming from non-traditional sources like apps and community groups. Two resources Kara mentioned are LearnVest and FinancialPeace University.