A Media Planners Guide Shifting Consumer Trends
As technical innovation changes the world around us, there's another big change happening too. A new consumer is emerging, with unprecedented expectation about how they want to shop and connect with brands. Reaching and converting these new consumers requires delivering contextually-relevant, individualized experiences. To provide these experiences, media planning professionals must first understand the context in which purchase decisions are made - including when, where, how and why.
These new consumers include emerging segments, such as women, minorities, millennials, Generation Z and the LGBTQ+ community – all of whom are experiencing significant economic growth and increased buying power. It's more important than ever for industries to engage with them through new value propositions and marketing catered specifically to their unique needs.