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A Tale Of Two Economies — Marketing Across The Divide. Q1, 2011

Understanding the real life context in which your customers find themselves and how that affects their buying decisions is more critical than ever as structural changes in the economy have impacted consumers in different ways. By segmenting the American consumer market using socio-economic groups, SAI explored the impact of the Great Recession on these segments with respect to their ability to engage.

Closing The Sale With The “New Normal” Consumer. Q1, 2010

As consumers have become reluctant to spend beyond a tightly defined set of needs that has become increasingly narrower as the economy continues to stagnate, changes in consumption patterns have implications that affect brand strategy and messaging. Consumers are searching for products that can demonstrate value-driven meaning; what SAI calls “Tangibility.”

Cents And Sensibility — Marketing In The New Normal. Q2, 2009

As the initial shock of the economic apocalypse of 2008 recedes, the sudden and profound shift in consumer behavior that emerged in the immediate aftermath has hardened into a new consumer dynamic that can be best described as the “New Normal.” As The Essentials have revealed the leading edge of this change, a new marketing paradigm is redefining the concept of value.

A Penny Saved Is A Penny... Not Spent — The Consumption Paradox And The Emergence Of The Essential. Q1, 2009

With the most profound consumer behavioral shift to come along in the last 25 years now playing out, the impact of the emergence of a culture of thrift is being felt throughout the entire economy. SAI has identified the entrance of a new consumer lifestyle segment we call “The Essentials”, whose behavior has ramifications for all marketers and their brands.

The Morning After Is Here To Stay. Q2, 2008

After decades of living far beyond their means, financing their pursuit of the latest and greatest with ever more exotic borrowing modes, consumers are facing drastic and fundamental changes in their way of life. With the introduction of the Consumption Context Index™, SAI’s proprietary forecasting tool explores what the future consumer economy will look like.