retail news in context, analysis with attitude

Marketing Daily has a report about a new study from Burke Inc. and Seed Strategy that breaks down the population "into eight distinct segments with different attitudes and purchasing patterns" influenced by the pandemic.  They are:

• "The Wayfinders (Concerned youth who fear missing out on what they want their life to be today and in the future)."

• "The Determined (Young Americans trying to maintain their independence and current lifestyle, despite a setback)."

• "The Isolated (Worried seniors who have reluctantly sheltered in place to protect their health)."

• " The Frazzled (Stressed families struggling to juggle work, childcare, and financial obligations)."

•  "The Enlightened (Secure older adults who use their experience to help others navigate these challenging times)."

• " The Protective (Vulnerable family units staying safe at home due to health concerns)."

• "The Bold (Independent thinkers who want businesses to get back to 'normal' despite the risk)."

• "The Empathetic (Thriving households that feel a serious responsibility to care for both their family and their community)."

Chief Research Officer Jamie Baker-Prewitt tells Marketing Daily, "Despite the occurrence of a sweeping, global, historic health crisis, all American consumers aren’t experiencing it in the same way.  The variations in experiences relate to life circumstances, including household composition, personal health, age, and other factors, as well as individual belief systems and psychographics. 

"Across these segments, perceptions and behaviors are different, and the stickiness of changes during the pandemic will likely vary based on a number of personal and environmental factors.  Some people will find that their new habits have become their new normal.

"For example, online shopping and consumption of entertainment from home might become so routinized that people see no reason to return to their previous ways of living … We expect the existence of these consumer segments to be stable through the pandemic and even beyond, because they have durable elements underpinning them: life circumstances, core beliefs, and psychographics, for example.  We do expect that the size of the segments will shift, and time will tell how many of the pandemic-'induced' behavior changes remain once a vaccine is widely available and societal restrictions subside."

KC's View:

I'm surprised there wasn't a ninth category…

Functionally Depressed But Reasonably Hopeful (People who feel all the things that made life interesting have been ripped away from them, but remain optimistic that eventually they'll be able to once again do all the things that gave life flavor and texture.)

Not that I know anyone like that…