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Consumer Packaging: Crossing the Generation Gap(s) Through Packaging Strategy
Twentysomething Inc, Jan 2002
Packaging strategy must take into consideration that consumers represent a dynamic audience whose needs and preferences are subtly evolving over time. The kids/young adults/50+ markets can dramatically vary based on lifestyle orientation, physical dexterity (or limitations), relation to category, information delivery preferences, packaging 'road signs', et al. To maintain, if not increase, brand loyalty, product packaging Must recognize and adapt to the changing needs of a consumer segment moving through time. This keynote address touches upon the following pertinent issues using 'real time' examples: (1) Why and how do consumers see the same package differently based solely on age? What are the implications of this phenomenon on your business model, strategy, vision, and goals? (2) What are the packaging needs of youth, young adults, and senior citizens? How can the needs of these key segments best be met? (3) When should a company consider creating demographic-based packaging, accounting for intergenerational factors, versus a 'one size fits all' implementation strategy? This dynamic presentation is designed to enhance your thinking as to how to retain (if not grow) your current customer base while attracting new market segments. By more fully understanding intergenerational packaging dynamics, yor firm can gain a more meaningful (and longer lasting) competitive advantage.
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