Beyond the Wallet: Marketing to the Other Resource Shortages in Consumer's' Lives

This report discusses ways in which marketers can exploit customer concerns over so-called "nonfinancial resources", such as time and energy, whose availability, like that of money, has shrunk in the recession.

Beyond the Wallet: Marketing to the Other Resource Shortages in Consumer's' Lives

As the current recession nears its 16th month and a full-fledged thrift-based zeitgeist has emerged, many marketers have adjusted their product lines and communication efforts accordingly. But in their zeal to connect with economically anxious consumers, many messages today may be too focused on money, finances and pricing. This week's MONITOR Minute explores the often under-appreciated role that nonfinancial resources—namely, time and energy—play in consumers' lives and how marketers can leverage them to appeal to consumers' goal to improve their overall quality of life.


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