Consumer Of The Future Insights on Fast Food, Consumer Packaged Goods, Fashion & Apparel and Personal Care & Beauty January 2019
ConsumerOf The FutureInsights on Fast Food, Consumer Packaged Goods, Fashion & Apparel and Personal Care & Beauty
January 2019
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Table of Contents
All of the material in this document is copyrighted and may not be reproduced in whole or in part without express written permission. For permission, contact Joe Sciara at [email protected].
05 About This Study
07 Quick ServeRestaurants
33 Personal Care & Beauty
45
47
About Barkley
Resources15 ConsumerPackaged Goods
25 Fashion & Apparel
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AboutThis Study
Full of noise, constant competition and easy access to just about everything, the modern market is congested with brands doing anything to stand out, while consumers too often respond by shutting off. Potent modern brands understand why: They listen to and study consumers, then evolve to meet their needs.
It’s our business to help brands get to know their consumers, to connect with them through ideas that drive the entire spectrum of a brand, from business strategy to marketing strategy. And, ideas that are not just for now, but for what’s next. Our commitment to knowing modern consumers better than anyone inspired
this latest deep-dive into modern brand mindsets and brand impact levers as they pertain to various categories.
In partnership with Jefferies and Accenture Strategy, we conducted a proprietary survey of 2,851 consumers that studied consumer preferences and purchase drivers across multiple categories, including personal care & beauty, apparel, packaged foods and QSR restaurants.
We investigated modern brand mindsets — or the cross-generation collection of behaviors and attitudes that a brand can leverage to drive performance in terms of share, growth and loyalty. These mindsets are informed by the impact of Millennial and Gen Z expectations of modern brands, as they form
the majority of people engaging in commerce — the core of what we call modern consumers.
Brands that understand the modern consumer will be more likely to create an emotional connection that drives brand love and loyalty — which equates to higher brand value.
Modern Brand Mindsets
Adding GoodPurposeful
Simplifies My LifeAccessible
ReinventingInnovate
Emotional ConnectionSelf
Puts ConsumerTrustedNeeds First
Conversational +Social Circle
Participative
01
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Quick ServeRestaurants
Product
Communications
Design
Experience
Workforce
What the brandtakes to marketand sells
The symbols and narratives that tell a brand story
The manifestations of a brand that make it top of mind
Customers’ directexperience with a brand
The internal culturethat defines a brand from the inside out
Brand Impact Levers We also looked at impact levers, defined as the sub-system of product, experience, communications, design and workforce activities. These levers connect a brand’s business and marketing ideas with its consumers and stakeholders.
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9Personal Care
& Beauty
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9Quick ServeRestaurants
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ModernBrand Mindsets
Modern Brand Mindsets When looking at the importance of the Modern Consumer Mindsets in this category, accessibility and trust are important overall to driving performance. This
was the only category of consumer goods where two Mindsets drove importance. Accessibility is driven by “makes it easy for me to use their products” and “makes
it convenient to shop for and buy their products.” Trusted is driven by “doing the right things” and “is honest in its actions and communications.”
figure 1.1Mindsets Performance - Quick Serve Restaurants Index to All Categories
Source: Accenture / Barkley / Jefferies 2018 Consumer of the Future Study
Source: Accenture / Barkley / Jefferies 2018 Consumer of the Future Study
Self PurposefulSocial Innovative AccessibleTrusted
There are differences by generation:
40
80
120
160
0
Gen Z
Cares about sustainability and the environment
Millennials
Helps me live a simpler, healthier life
Gen X
Is honest in its actions and communication
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BrandImpact Levers
figure 1.3Brand Impact Levers
Brand Impact Levers
Fast Food Restaurants
Packaged Food
Personal Care & Beauty
Household Products
Fashion & Apparel
Brand Experience
Product + Service
Brand Design
Fast Food Restaurants
Brand Communications
Workforce
Source: Accenture / Barkley / Jefferies 2018 Consumer of the Future Study
figure 1.2TURF
Makes it convenient to shop for
and buy their products
Makes it easy for
me to use their products
Helps me live a
simpler, healthier life
Cares about sustainability
and the environment
Creates innovative
products and solutions
Reflects my lifestyle
Is honest in its actions and
communication
Is authentic and true to
its roots
0%
20%
40%
60%
80%
100%
We used a TURF analysis (total unduplicated reach and frequency) to see what individual Modern Brand Mindset statements drove reach in this category. The chart below indicates that
it only takes four factors to reach 70 percent reach with women and men. Shopability, ease of use, helping live simple/healthier lives and sustainability are key attribute factors.
Source: Accenture / Barkley / Jefferies 2018 Consumer of the Future Study
70% Reach
MaleFemale
ModernBrand Mindsets
While performance measurements across categories find that product matters most when selecting a Quick
Serve Restaurant, brand experience and communications become more critical in other categories.
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Consumer Packaged Goods
02
figure 1.4Brand Impact Statements
Has a store, website, mobile app, etc. that is easy to navigate and shop.
Customer service makes me feel special.
Rewards me for my loyalty (e.g., gives me recognition, special gifts, discounts or other benefits).
Has advertising that is easy to understand.
Has advertising that is entertaining.
Individual statements for the Quick Serve Restaurants indicate preference for brands that use technology for convenience, great customer service, and advertising that is both easy to understand and entertaining. The following percentages represent consumers who agree the statement is important when deciding what brand to purchase.
Source: Accenture / Barkley / Jefferies 2018 Consumer of the Future Study
EXPERIENCE
COMMUNICATION
0% 20% 40% 60% 80% 100 %
56%
40%
41%
41%
62%
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17Personal Care
& Beauty
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17Consumer
Packaged Foods
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Important Factors Todayvs Two Years Ago
Important Factors Today vs Two Years Ago
More than half of all consumers now expect brands to meet their emerging needs.
66%
50%90%>
50%42%27%
Health Benefits are more important
of consumers say taste or price is the most important factor
of consumers agree taste and price are as or more important than two years ago
Quality, Safety & Trust are more important
Social Impact is more important
Brand Recognition is less important
Important Factors
Taste and Price
figure 2.1Brand Beliefs and Expectations by Generation
Help me discover new
things
Anticipate my needs
Be consistent with the image I want to convey
Supports issues I
believe in
Allow me to create and customize
0%
20%
40%
60%
80%
100%
Source: Brands Still Matter Consumer Survey 2018
Source: Marketing to Gen Z 2018
Gen ZMillennialsGen XBoomers
Taste and price are still the most important factors driving performance in Packaged Foods. This hasn’t changed for two years. Still, other factors are becoming more important, with emphases on health benefits, quality/safety/trust and social impact.
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MindsetStatements
Trusted
Innovative
Is honest in its actions and communications
Creates innovative products and solutions
Self
Accessible
Helps me live a simpler, healthier life
Makes it easy for me to use their products
SocialCircle
Purposeful
I love to tell my friends about them
Cares about sustainability and the environment
Mindset StatementsModern Brand Mindsets
figure 2.2Modern Brand Mindsets - Consumer Packaged Goods/Food & Beverage Index to All Categories
Source: Accenture / Barkley / Jefferies 2018 Consumer of the Future Study
Social AccessibleSelf Innovative Trusted Purposeful
40
80
120
160
0
When looking at the importance of the Modern Consumer Mindsets in this category, accessibility,
trust and self are important overall to driving performance.
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BrandImpact Levers
figure 2.4Brand Impact Levers
Brand Impact Levers While performance measurements across categories find that product matters most when buying staples such as packaged
foods and household goods, brand experience and communications become more critical in other categories.
PackagedFood
Brand Communications
Brand Experience
Product + Service
Source: Accenture / Barkley / Jefferies 2018 Consumer of the Future Study
figure 2.3TURF
MaleFemale
Makes it convenient to shop for
and buy their products
Makes it easy
for me to use their products
Helps me live a simpler,
healthier life
Cares about sustainability
and the environment
Reflects my
lifestyle
Is honestin its
actions and communication
Is always testing
new ideas
Creates innovative products
and solutions
Is authentic and true to
its roots
0%
20%
40%
60%
80%
100%
We used a TURF analysis (total unduplicated reach and frequency) to see what individual Modern Brand Mindset statements drove reach in this category. The chart below indicates that it only takes four factors to reach 70 percent reach
with men and women. Shopability, ease of use, brand promise and sustainability are key attribute factors. Men prefer brands that portray images they can relate to, and look for more innovation.
Source: Accenture / Barkley / Jefferies 2018 Consumer of the Future Study
ModernBrand Mindsets
Fast Food Restaurants
Packaged Food
Personal Care & Beauty
Household Products
Fashion & Apparel
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0% 20% 40% 60% 80% 100 %
03
Fashion& Apparel
Has advertising that is easy to understand.
Has a logo, packaging or storefront that is easy to recognize.
Has a logo, packaging or storefront that is visually appealing.
Has a logo, packaging or storefront that is modern and up to date.
Offers products/services that are reliable or consistent.
Offers products/services that are good value for my money.
Has products/services available in the size/flavor/format, etc. that fits my needs.
Offers products/services that are high quality.
Regularly launches new product variants (flavors/fragrances/colors/styles).
While product is the most important performance factor for Packaged Foods, individual statements indicate that package design plays a more amplified role in helping to navigate products on shelf. In fact, design statements scored at the highest levels of importance in this category.
figure 2.5Brand Impact Statements
Source: Accenture / Barkley / Jefferies 2018 Consumer of the Future Study
DESIGN
PRODUCT/ SERVICE
61%
65%
64%
59%
59%
62%
62%
62%
55%
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27Personal Care
& Beauty
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27Fashion
& Apparel
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ModernBrand Mindsets
Mindset drivers also differ by gender with men caring more about innovation and social circle and women caring more about purpose.
Modern Brand Mindsets When looking at the importance of the Modern Brand Mindsets in this category, accessibility, self and trust are important overall to driving
performance. Accessibility (both off and online) is a dominate theme in this category throughout this report. Accessibility is more than product availability —
It is how a brand delivers a frictionless experience. Self is also important in how a brand or product adds value to a person’s life or sense of self.
figure 3.1Modern Brand Mindsets - Fashion & ApparelIndex to All Categories
Source: Accenture / Barkley / Jefferies 2018 Consumer of the Future Study
Social AccessibleSelf Innovative Trusted Purposeful0%
20%
40%
60%
80%
100%
figure 3.2TURF
Makes it convenient to shop for
and buy their
products
Makes it easy
for me to use their products
Helps me live a
simpler, healthier
life
Cares about sustainability
and the environment
Reflects my
lifestyle
Cares about sustainability
and the environment
Is honest in its actions and communication
Is authentic and true
to its roots
I trust them
to do the right
things
Is always testing new
ideas
We used a TURF analysis (total unduplicated reach and frequency) to see what individual Modern Brand Mindset statements drove reach in this category. The chart below indicates it takes a higher requirement for a brand to achieve 70
percent reach with women and men. Shopability, ease of use, brand promise, sustainability and innovation are key attribute factors. Men prefer brands that portray images that are authentic and honest.
Source: Accenture / Barkley / Jefferies 2018 Consumer of the Future Study
70% Reach
40
80
120
160
0
Men CareMore About
Women CareMore About
Innovation Purpose
Social Circle
MaleFemale
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BrandImpact Levers
0% 20% 40% 60% 80% 100 %
figure 3.3Brand Impact Levers
Brand Impact Levers While performance measurements across categories find that product matters most when buying staples such as packaged
foods and household goods, brand experience and communications become more critical in Fashion & Apparel.
Brand Communications
Brand Experience
Product + Service
Workforce
Brand Design
Fashion& Apparel
figure 3.4Brand Impact Statements
Individual statements for the Fashion & Apparel category also indicate that brand experience and brand communications play a critical role in driving performance. Product and service is focused on reliability and fitting personal needs.
COMMUNICATIONS
EXPERIENCE
PRODUCT/SERVICE
67%
64%
64%
65%
64%
63%
53%
Source: Accenture / Barkley / Jefferies 2018 Consumer of the Future Study
Source: Accenture / Barkley / Jefferies 2018 Consumer of the Future Study
Has advertising that is easy to understand.
Has advertising I’ve seen/ heard in the past month.
I am able to purchase the product/service through multiple channels (e.g., in-store, online, voice and recognition).
Has a store, website, mobile app, etc. that is easy to navigate and shop.
Offers products/services that are high quality.
Offers products/services that are reliable or consistent.
Has products/services available that fit my needs.
Fast Food Restaurants
Packaged Food
Personal Care & Beauty
Household Products
Fashion & Apparel
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Brand Impact levers differ by gender where men care more about design and entertaining communications and women care more about loyalty and personalization.
Personal Care & Beauty
04
Men Care More About
Women Care More About
“Has a logo, packaging or store front that is easy to recognize.”
“Rewards me for my loyalty.”
“Has advertising that is entertaining.”
“Personalizes interactions to me to fit my needs.”
Design
Loyalty
Communications
Personalization
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35Personal Care
& Beauty 35Personal
Care & Beauty
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ModernBrand Mindsets
Insights Large brands and brands with very loyal user groups dominate the Personal Care & Beauty category: Nearly 90 percent of respondents say they are extremely or very loyal to their preferred brand. Despite this loyalty to their preferred brands, consumers consider switching brands based on what products are available. Brands must drive their strategy around product availability in order to compete.
76%
46%
88%
14%
32%
10%
15%
prefer large brands
periodically switch
are extremely or very loyal to their preferred brand
prefer emerging brands
only switch when preferred brand is not available
prefer private label
never switch brands
Brand Type
Brand Switching
Brand Loyalty
Modern Brand Mindsets When looking at the importance of the Modern Consumer Mindsets in this category, accessibility, self and trust are important overall to driving
performance. Accessibility (both off and online) is a dominate theme in this category throughout this report. Accessibility is more than product availability.
It is how a brand delivers a frictionless experience. Self is also important in how a brand or product adds value to a person’s life or sense of self.
figure 4.1Modern Brand Mindsets - Personal Care & BeautyIndex to All Categories
Source: Accenture / Barkley / Jefferies 2018 Consumer of the Future Study
Trusted AccessibleSocial Circle Self Innovative Purposeful
40
80
120
160
0
Source: Brands Still Matter Consumer Survey 2018
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BrandImpact Levers
figure 4.2TURF
Makes it convenient to shop for
and buy their products
Makes it easy for me to use their products
Helps me live a simpler,
healthier life
Cares about sustainability
and the environment
Reflects my lifestyle
Is honest in its actions and
communication
Creates innovative
products and solutions
Creates a frictionless experience when using
their product
0%
20%
40%
60%
80%
100%
We used a TURF analysis (total unduplicated reach and frequency) to see what individual Modern Brand Mindset statements drove reach in this category. The chart below indicates that it only takes four factors to reach 70 percent reach with women, where it takes
Source: Accenture / Barkley / Jefferies 2018 Consumer of the Future Study
figure 4.3Brand Impact Levers
Brand Impact Levers While performance measurements across categories find that product matters most when buying staples such as packaged
foods and household goods, brand experience and communications become more critical for Personal Care & Beauty.
Brand Communications
Brand Experience
Product + Service
Workforce
Brand Design
Personal Care & Beauty
Source: Accenture / Barkley / Jefferies 2018 Consumer of the Future Study
MaleFemale
Fast Food Restaurants
Packaged Food
Personal Care & Beauty
Household Products
Fashion & Apparel
ModernBrand Mindsets
six factors to obtain mass with men. Shopability, ease of use, brand promise and sustainability are key attribute factors. Men prefer brands that portray images they can relate to, and look for more innovation.
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Brand ImpactStatements
0% 20% 40% 60% 80% 100 %
figure 4.4Brand Impact Statements
Has a logo, packaging or store front that is easy to recognize.
Has a logo, packaging or store front that is visually appealing.
Has a logo, packaging or store front that is modern and up to date.
Has advertising that is easy to understand.
I am able to purchase the product/service through multiple channels (e.g., in-store, online, voice recognition).
Offers products/services that are reliable or consistent.
Offers products/services that are good value for my money.
Has products/services available in the size/flavor/ format, etc., that fit my needs.
Offers products/services that are high quality.
Regularly launches new product variants (flavors/fragrances/colors/styles).
Individual statements for the Personal Care & Beauty category indicate that package design plays a more amplified role. In fact, design statements scored at the highest levels of importance in this category.
Source: Accenture / Barkley / Jefferies 2018 Consumer of the Future Study
DESIGN
COMMUNICATIONS
EXPERIENCE
PRODUCT
73%
67%
64%
72%
69%
73%
72%
71%
70%
67%
Price and product drive larger brands, while brand experience and quality/trust/safety drive emerging brands. The following chart illustrates the importance of brand experience and packaging to emerging brands in the quality/trust/safety Personal Care & Beauty category.
Larger Brand Emerging Brand
PriceExperience/Personalized For Me
Small/Feel Quality/Trust/Safety
Brand Price
Quality/Trust /Safety Small/Feel
Experience/ Personalized For Me
Convenience
Convenience Brand
Source: Brands Still Matter Consumer Survey 2018
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GrowthOpportunities
Key TakeawaysModern consumers view brands as a collection of ideas that embody a mindset(s) and activate across brand impact levers, albeit not all equally. As a result, brands do well when they:
• Shift away from the Golden Rule of Treat others as you want to be treated, and move toward the new Platinum Rule, Treat others as they want to be treated.
• Understand that modern consumers value authentic brand purpose built through a virtuous cycle of trust, purpose and loyalty, with accessibility being paramount.
• Recognize that brand impact levers vary by demography, category, mindset and brand lifecycle — there’s no “one size fits all” when it comes to connecting with consumers.
• Clearly and consistently convey their brand value and use personalized engagements to build emotional connections.
• Invest in experience and communications levers.
Growth Opportunities To extract growth, brand owners need to focus on three types of next-generation capabilities.
Consumer Insight & Strategy Formulation
Continually renewing market awareness driving consumer-centric brand portfolio strategy.
Operating Model Agility
Living organization with modular plug-and-play structure that adapts to changing market conditions, balancing speed, flexibility and efficiency.
Brand Activation: Bringing Brands to Life
Meaningful consumer engagement integrated in consumers’ lives through deep insight, agile innovation, and authentic, relevant brand stories.
Source: BSM Executive Interviews; Accenture Research
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However, brands must build new capabilities to win in the marketplace: larger brands must invest in such capabilities more than emerging brands due to their leadership role in the marketplace.
CAPABILITYRequired Mastery by Brand Type
Leading Retailer Emerging
Con
sum
er In
sigh
t &
Stra
tegy
Continually Renewing Market and Consumer Awareness: Holistic, data-driven external outlook that continually scans the market and identifies disruptive opportunities.
Compelling, Balanced Portfolio: Clear and disciplined brand portfolio strategy.
Bran
d Ac
tiva
tion
Agile Innovation: Deep consumer insight drives rapid product/service/business model innovation.
Consumer Intimacy: Hyper-relevant consumer engagement creates authentic brand stories and meaningful relationships.
Consumer-Centric Omnichannel: Brand alignment across proliferating array of business models based on consumer occasions.
Ope
rati
ng M
odel
Agi
lity
Market-Adapting Supply Chain: Demand-sensing manufacturing and supply chain balances flexibility and efficiency.
Living Organization: Nimble and modular organization that supports multiple business models with diverse strategic objectives.
Ecosystem Mastery: Design, form and manage ecosystems for value creation.
Source: BSM Executive Interviews; Accenture Research
About Barkley
About Barkley At Barkley, we are committed to knowing the modern consumer better than anyone. We take pride in future-proofing business models and modernizing iconic brands. However, we are more than an ad agency. We are integrated business partners who are analytic and innovative at the core, using data to drive marketing conversation
and strategies. This culture of innovation allows us to partner with our clients to create the solutions of the future. Our emerging technology innovation practice has built and deployed new technologies that create more engagement with the savviest generation of consumers we’ve ever seen.
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About Authors & ContributorsBrad Hanna | [email protected] is an Executive Vice President and Director of Business Strategy at Barkley. Brad serves as senior advisor and strategy lead across a portfolio of major brands. He has played a vital role in shaping the research and strategy design projects for Barkley, as well as collaborating with FutureCast on major projects since 2011.
Jeff Fromm | [email protected] Jeff is President of FutureCast. Jeff has co-authored two books on Marketing to Millennials and a new book on Gen Z.
Chad Nicholson | [email protected] Chad leads Barkley’s Business Strategy team, responsible for providing deep insight into factors affecting overall business and brand performance. Focus areas include food and beverage categories such as meat protein, dairy, produce and alcohol beverages across retail and food service.
Accenture and Jefferies contributed to this report through the Brands Still Matter Survey and Consumer of the Future Survey.
Resources
Resources
Credits
Production
Arthur Cherry Associate Design Director
Sara LeutyDesigner
Anh Truong Designer
Contact
Joe Sciara EVP of [email protected]
Editorial
Jennifer MaziWriter
Eli Lafollette Designer
Joni Thomas Designer
Max Jaffee Designer
Danielle Smith Proofreader
1 Brands Still Matter Survey (2018). Accenture Strategy; Jefferies.
2 BSM Executive Interviews (2018). Accenture Strategy.
3 Consumer of the Future Study (2018). Accenture Strategy; Barkley; Jefferies.
4 Marketing to Gen Z (2018). Jeff Fromm; Angie Read.
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Insights on Fast Food, Consumer Packaged Goods, Fashion & Apparel and Personal Care & Beauty
Consumer of the Future