Posts by Alter Agents
How does behavior change based on brand category? We share more on MediaPost
In her latest article for MediaPost, which provides resources for marketing and advertising professionals, Rebecca Brooks writes about how purchase models are changing as the gap widens among brand categories. Brands can no longer count on consumers taking a linear approach to purchase, as their needs and desires differ greatly from product to product. She…
Read MoreHow can brands support important causes and remain authentic?
It’s a fine line that Rebecca Brooks explores in her first full-length article, “Bold Business: Brands Take A Stand And Win”, as a new member of the Forbes Agency Council. Taking inspiration from a recent large donation to environmental causes by Patagonia (backing up the company’s long-term commitment to sustainability), she writes about how consumers…
Read MoreHow much of a risk was Gillette’s new ad campaign?
Two of Alter Agents team members, Rebecca Brooks and Mike Dickerson, recently weighed in on the much-discussed new ad campaign for Gillette on the CommPro.biz blog. A departure from the brand’s traditional communications and advertising, their new take on what “masculinity” means caught many brand and marketing experts by surprise. In the article, called “Razor’s…
Read MoreHow much do brands need to consider political polarization?
Does left or right matter when it comes to purchase decisions? Rebecca Brooks writes about this issue in a recent article on Research-Live and covers how brands do – or don’t – take political stands when it comes to communication with consumers. Because of the decidedly polarized political climate these days, many brands assume that…
Read MoreWhat’s going on with shoppers this holiday season? We weigh in on Forbes
Although the craze of Black Friday and Cyber Monday are past, holiday shopping behaviors are still under scrutiny by many brands and marketers that want to reach their target audiences during this competitive retail season. Angela Woo writes about what to expect from shoppers as 2018 comes to a close in her latest piece on…
Read MoreMarketers would do well to remember Gen X
The forgotten generation is the subject of Angela Woo’s latest piece on Forbes. In the article, she encourages marketers to get Generation X back on their radars, because even though this group of 38-53 year olds is smaller than its counterparts, they’re still powerful spenders. She writes “Savvy marketers would do well to remember Gen…
Read MoreSolopreneurship, Shopping and Self-Expression: How these generation-specific characteristics are shaping our marketplace
From Shark Tank to the sharing economy, solopreneurship has become a weightier portion of our economy in recent years. In fact, according to a recent report from MBO Partners, what they call “independents” remain a powerful economic force, contributing more than $1.3 trillion annually to the economy, more than 6.7% of U.S. GDP. Why are…
Read MoreMarket research must start putting consumer needs in perspective
There are many unpredictable factors at play when consumers make purchase decisions, so researchers need to change their approach to accommodate this behavior. Rebecca Brooks writes about shifting our research focus in order to glean more actionable insights in a new article on Quirks. She helps to answer the question “How can market research reorient…
Read MoreHow Young Adults are Changing Consumption Behavior
In a new article on MediaPost, Rebecca Brooks addresses how some of America’s youngest adults are changing the way we consume goods and services. Putting common misconceptions aside about Millennials and Gen Z , we can see that they are seeking the same adult milestones as other generations – but their journey is different. This has…
Read MoreThe shift from brand-led to consumer-led: what retailers need to know
A recent letter from Jeff Bezos to Amazon shareholders sparked an idea for Alter Agents’ founder, Phil Dance. In the letter, Bezos wrote that he loved the way that consumers are “divinely discontent” and that these perpetually high expectations should drive brands and companies to evolve and meet these demands. Phil wrote an article for…
Read MoreStop Catching ZZZs when it comes to marketing to Gen Z crowd
Stop Catching ZZZs when it comes to marketing to the Gen Z crowd The next generation of consumers, those born between 1997-2012 (ages 6-21), are coming into their own and shaping up to have unparalleled buying power in the vicinity of $150 billion. Angela Woo writes in a recent article on Forbes that it’s time we wake up and…
Read MoreHow do consumers define adulthood? New research uncovers answers
According to data from a recent study we conducted with BuzzFeed, millennials perceive adulthood in much the same way as their predecessors. For the research, we targeted a population made up of Gen Z, millennial and Gen X consumers, ranging in age from 13 to 45 years old. Regardless of age, all generations agreed on…
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