But that same fickleness is emblematic of why CPGs should consider a more culturally led approach as they try to make an impression that carries over to the checkout line or final click. consumers switched their preferred brands across categories during the pandemic, and 85% plan to stick with their new choices. A recent study by market research consultancy Reach3 Insights found 45% of surveyed U.S. CPGs might need to put in extra legwork to successfully court even choosier young groups like Gen Z, especially as loyalty becomes harder to hold onto amid a boom for private label, direct-to-consumer and e-commerce brands. We’ve gone from a target market of ‘people who want to sell their home’ all the way to an extremely specific and detailed account of this person, who they are and what they want.For many companies, creating cultural relevance outside the home could be an uphill battle. They want to make Mom & Dad proud of their actions and how they will handle this new responsibility. They also want the reassurance that they are making the right decisions and doing the right thing. They are worried about someone breaking into the house if it sits empty for too long. They are worried that they won’t be able to pay for two mortgages and that the house will sit vacant for months. They have doubts that the money they spend on staging the home will make a difference. They are afraid that someone will take advantage of them in this time of emotional stress and overwhelming decisions they have to make. They love that home and want it to go to a lovely, young, loving couple that will cherish it for years to come. They are concerned with making sure Mom & Dad’s place is well respected and taken care of because of the memories that flood their emotions whenever they go back to their childhood home. They enjoy supporting small, local businesses. They like to mainly cook and hang out at home, but enjoy taking the kids out to playgrounds, parks, and beaches during the weekend to get away from the noise and stress of daily life. They are also well educated with the majority of them having college degrees. Essentially, they are busy young professionals with a lot of responsibilities already, and the thought of having to hire a home inspector, appraiser, real estate agent and stager is overwhelming to them.
#CHOOSY MOMS AND DADS CHOOSE JIF FULL#
Lives full of taking kids to soccer practice, working a full-time job (commuting at least 30 minutes each way), grocery shopping, etc. These children are busy with their own lives. Maria will be targeting the children of parent’s who passed away and bequeathed their house to their heirs. Maria’s Target MarketĪfter careful analysis and some soul searching, Maria has identified her target market. To give a full picture, let’s fully flesh out her target customer so you can understand the level of detail required to properly identify your target market. If Maria’s initial target market was “people who are selling their house” she can now see how insufficient that is to identify her market. What are their biggest fears, uncertainties or doubts?Īs you can see, we are drilling down and being extremely specific with our responses because that’s what it takes to truly understand your target market/customer.Do they take pride in their home and community?.Are they concerned about safety and security in their home?.Do they enjoy cooking at home or do they go out to eat most meals?.What are their hobbies, passions or interests?.What is their background? Are they a college graduate? Are they currently employed? What are their wants and needs?.
#CHOOSY MOMS AND DADS CHOOSE JIF PROFESSIONAL#
She’s single and in her early 30s working a corporate job, but she wants to realize her dream of being a home stager. For our example, we are going to use a lady named Maria.
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