Leo Burnett’s Cultural Compass Survey – Four Consumer Groups Critical To Economic Revitalization.

A Cultural Compass Survey released by Leo Burnett USA takes a deep dive into consumer attitudes and behaviors post September 11, and carefully profiles four key groups through an in-depth segmentation study. Based on results of broad surveys conducted with 543 people nationally, the study not only uncovers shared consumer needs and interests, but also suggests strategies and themes that marketers can leverage to address customer concerns and sustain brand belief.

“To guide our clients through these uncertain times, we have to constantly monitor the context in which their brands operate. In launching this study, we are helping clients understand and respond to American attitudes towards brands and marketing in the wake of September 11,” said Bob Brennan, president of Leo Burnett Worldwide. “Generally we found that while Americans are on the same page in many respects, several pockets of difference exist. To be successful, brands must craft messages subtly customized to the people most likely to believe in them.”

Four Distinct Sets of Attitudes/Behaviors

Four groups were identified and analyzed in the report:

— The Close To Home group, representing 27 percent of the U.S. population, appears to be struck by lasting, negative repercussions of September 11. More than 40 percent strongly believe the attacks will cause economic depression, and they’re buying only the necessities. This group is adopting more price sensitive strategies, and is most likely to turn to familiar brands.

Significantly, 40 percent of this set plan to spend less on holiday purchases, a fact that does not bode well for retailers. Marketing effectively to this group is key to combating downtrends as it is driving reduced consumer confidence.

— “Business As Usual”, a group that accounts for 30 percent of the population, is opposite to Close to Home. Terrorism appears to have little impact on this group’s attitudes or the way they go about their lives. Approximately 80 percent report no change in their likelihood to go to shopping at malls or gather in large crowds. Only 3 percent plan to delay major purchases and overall their consumer confidence remains unchanged.

— Although shaken by the attacks of 9/11, those who are Forging Ahead – 33 percent of the population, are responding with optimism, determination and high degree of patriotism. Possessing strong purchasing power based on demographics, this group has the highest levels of confidence — exceeding 80 percent — in American business and the economy’s ability to rebound. This group is almost defiant in its desire to get back to business. According to Burnett analysts, keeping this group on track is very important to the economy, and a clients’ ability to keep their brand preference with this group is key to brand health.

— Different Drummer is the fourth group — representing 11 percent of the U.S. population — and is the most demographically and idealistically distinct. Overall, this group believes American policies and practices are partially to blame for the 9/11 attacks, and they sense an opportunity for Americans to re-evaluate their thinking and fe elings on tolerance. The most economically challenged, this group’s unique demography renders them critical to specific brands, products and geographies.

Client implications

“Even more important than learning the nuances of every consumer, is helping our clients understand how to respond to the new realities of winning customers and turning them into brand believers,” said Denise Fedewa, senior vice president, planning director at Leo Burnett USA. “For instance, consider a client responding to the Close To Home group.

The client must know that this consumer shares the country’s overall interest in images of unity, or brands that convey patriotism and virtue, and they are more likely to be looking for brands that act as a Guardian. To reach this group and drive positive brand momentum, marketing messages should communicate qualities of logic, cautiousness, structure, tradition and stability.

“The Close to Home group is gravitating toward familiar brands that provide comfort, even a sense of nostalgia. However, there is a newfound price sensitivity that must also be taken into consideration. Brands communicating an implicit or explicit promise of good value are most likely to succeed. Overall, this group will not be attracted to brands portrayed as competitive, aggressive or assertive.”

According to Fedewa, each of the four consumer groups requires unique and appropriate understanding for brands to plan their fourth and first quarter activities.

“This study is a critical puzzle piece in a dynamic marketing environment,” said Brennan. “Helping our clients interpret and respond to the new consumer realities and nuances is an even bigger piece of the process. We spent the time to gather, interpret and quantify our insights because September 11 changed the rules for many of our clients, and we are putting this learning to work to build their brands.”