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Hope IS a Strategy
2011 is the year when you can build your brand by leveraging consumers’ hopes and reflecting their optimism.

Most adults are convinced that the Recession-That-Felt-A-Lot-Like-A-Depression is finally over, and the future looks bright. 58% of Americans think 2011 will be better than 2010, and only 20% say it will be worse. Economic confidence hit a three year high in January, and 45% of consumers anticipate that their financial situation will get better this year. Only 16% say it will deteriorate.

The average consumer was happier at the end of 2010 than they had been in the previous two years. At the same time, their stress level is starting to decline.

While all consumers are increasingly optimistic, measures of hopefulness vary across demographics. Women are more optimistic than men. Democrats are more optimistic than Republicans or Independents. Easterners and Midwesterners are more optimistic than the rest of the country. 18-34 year olds are far and away the most optimistic generation. Boomers are the least.

While money can’t buy happiness, it can buy optimism. Consumers with incomes over $90K have a significantly brighter outlook on life than those with smaller paychecks.

We should think about...
  • Are our marketing messages optimistic, or are we still using messages that are based on recessionary thinking?
  • Have we factored consumers’ increasingly rosy view of the world into our sales and profit projections?
Sources: Gallup 2011; Media Post 2011; Rasmussen Reports 2010
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