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Social Trends.docx

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Ryerson University
MKT 100

Social Trends  Social trends shape consumer value around the world  Social trends tend to change over time in their popularity and importance, and savvy marketers work hard to identify emerging trends to understand whether they present an opportunity or pose a threat to their business.  Some of these social trends that have gained prominence recently include: Greener Consumers:  Green marketing involves a strategic effort by firms to supply customers with environmentally friendly merchandise.  Although thus “green” trend is not new, it is growing.  For companies selling environmentally friendly products, this trend represents a great opportunity.  However, firms that sell products considered harmful to the environment may find this trend a threat to their business and must innovate to stay in business.  Individuals Canadian and businesses are taking actions to reduce the harmful effects of their consumption and production decisions.  For example social media marketing shows how the Toronto Zoo use Twitter to spread important information about protecting the environment.  The demand for green-oriented products has been a boon to the firms that supply them. For instance, marketers encourage consumers to replace their older version of washing machines and dishwashers with water and energy saving models and to invest in phosphate-free laundry powder and mercury free, rechargeable batteries.  By offering environmental responsibility, these green products add an extra ounce of value that other products don’t have. Marketing to Children:  In the past 20 years, child obesity had doubled in Canada, leading to skyrocketing rates of high blood pressure, high cholesterol, early signs of heart disease, and type 2 diabetes among children.  In response CSPI has proposed Guidelines for Responsible Food Marketing to Children, which outlines a variety of changes to advertising directed at children.  The CSPI notes that children are highly impressionable, and most food advertising to these young consumers touts high-calorie, low-nutrition products, associated in advertising with various toys, cartoons, and celebrities.  The new guidelines require advertisers to market food in reasonably proportioned sizes.  The advertised food items also must provide basic nutrients, have less than 30 % of their total calories from fat, and include no added sweeteners. They also cannot be aired during children’s programming, and companies cannot link unhealthy food with cartoon and celebrity figures.  For example Burger King no longer uses SpongeBob SquarePants to promote burgers and fries. Privacy Concerns:  More and more consumers worldwide sense a loss of privacy.  At the same time that the Internet has created an exploding volcano of accessibility to
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