As the first week of August approaches, retailers are focusing their promotions and expanding their offerings to capture the $27.5 billion families are expected to spend on new clothes, electronics, shoes and other supplies for their kids this back-to-school season. And with one in four kids belonging to Hispanic families, the U.S. Hispanic consumer is a critical driver of how families shop and spend.

After years of being in the doldrums, U.S. retail spending showed a significant uptick in the first quarter of 2018, and Hispanic communities are a key contributor, according to The NPD Group. 

Fans and brands feeling down after the conclusion of the FIFA World Cup and seeing the hosting of the 2026 event as too far in the future have a respite in the International Champions Cup presented by Heineken.

In a recent post I addressed the need to balance the need to disrupt how a brand and category are perceived in order to grow with the need to maintain consistency. While no brand should ever give up trying to find the next opportunity for disruption in this post I want to focus in on signs that indicate the need for disruption is vital not just desirable.  by Nigel Hollis

The household is often the central focus of ad targeting efforts for companies selling items shared by family members or products and services centered around life events. But as one-to-one audience targeting becomes more common, marketers find themselves with that household data in one bucket, and individual device data in another.

The consumer packaged goods industry is not reaping the benefits of a fairly robust economy, according to the latest IRI® Consumer Connect survey Even though 55 percent of households say their financial health is good, CPG unit sales growth is anemic and the non-food sector is struggling even more. To examine how consumers’ shopping behaviors and attitudes are affecting non-edibles, IRI also released a new report: “Where’s the Non-Food Growth?”

When there's gold stuck in the hills, you can bet your life there will always be a few rogues attracted to a new area alongside the hardworking prospectors. Influencer marketing is the latest incarnation of a well-trodden path of those who are acting legitimately rubbing shoulders with snake oil salesmen.

Research has shown Millennials are significantly less likely than prior generations to own homes or automobiles — and the rise of the sharing economy has only further illustrated and accelerated that point. But, the one thing Millennials are spending money on is travel. As a generation known for valuing experiences over ownership, it’s no surprise that 61% of affluent Millennials claim they “live to travel.”

Which would you prefer? Disruptive growth or marginal gains? I suspect most of us would opt for disruptive growth. But while companies need to continuously seek ways to disrupt their category, few will find a meaningful way to do so – in part because of a limited view of what might be disruptive – and in the absence of disruption cumulative marginal gains can still produce a nice return.  by Nigel Hollis

back-to-school (B2S) season is the second-biggest shopping season of the year, with 29 million households across the United States planning to spend a total of $27.6 billion. To capitalize on this shopping sprint, retailers should consider taking a closer look at where consumers are planning to shop, what items they are planning to buy, and how digital will likely influence their decisions.

In the latest episode of "Behind the Numbers," a trio of eMarketer analysts and forecasters dig into the numbers and underlying trends of eMarketer's annual industry-by industry-ad spend forecast and report series.

Millennials expect more from brands. From the shoes they wear to the coffee they Instagram, brand choices are increasingly used to project values in public and online, elevating the need for brands themselves to be value-conscious.

Across nearly all business verticals, marketers reported large shifts in how they evaluate, measure and budget across media channels. Our recently released Nielsen CMO Report 2018 sheds light on the strategic and organizational challenges CMOs face as they adapt to unprecedented change in the marketing landscape.

Different brands in different categories require different growth solutions. This fact should go without stating, but why then do so many people seem intent on applying a one-size-fits-all solution? If everyone follows the same growth strategy it is a recipe for stalemate, not checkmate.  by Nigel Hollis

In our report How Disruption Can Fuel Brand Growth we argue that significant brand growth results when a brand does something different that challenges established category rules or existing brand perceptions. But how does that fit with the need for brands to build consistent memories and brand assets?  by Nigel Hollis

Pages