Here Come the Pivotals

Reaching Gen Z If you’re anything like everyone (and most of us are), then you don’t have a clue about Generation Z, becoming popularly known as “The Pivotals” and for good reason. Finding out how to connect with the next generation of consumers is a critical marketing understanding for any company. Who are the Pivotals? They are diverse in gender, ethnicity, and style. They’re primarily ages 13 to 34 — which is to say, Generation Z with some young, or Trailing Edge Millennials thrown in. They’ve been raised on the internet and are perhaps more informed than any consumer group before them. They watch up to four hours of digital […]

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Millennials Aren’t All Millennials

Millennials are a generic term for the generation we consider born from the early 80s through the late 90s. There are various definitions for exacting years of this group, but it’s a large categorizations for such a diverse group. Though they are similar in many ways, they have their differences. However, this Millennial Generation, much like everything else they are doing, is changing our definition of Generation. We can try to generalize them with a variety of psychographics as well as their age, but there are certainly differences between the older and younger Millennials. We can look at them as Leading and Trailing Edge Millennials (even some Pivotals) and see […]

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Finding the Right Customer

Get Your Target Right Making a perfect product might not be enough. Even if you’re convinced you’ve made the right product for the right customer, you may have missed the boat. Make sure to do the research, refine the marketing, launch the product — and then wait to be promptly disappointed. But, don’t wait to find out you’ve failed, go back to the start and look through your notes. To save the effort, ask some difficult questions: Did I build the wrong product, or target the wrong customer? It’s a puzzle many businesses face as their businesses evolve, and as they seek what some have called the product-market fit — […]

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Millennials Killed the Mall, Pivotals Will Save It

The next generation of U.S. buyers isn’t shopping like their parents. Gen Z, The Pivotals, keeps confounding Corporate America. It’s their nature. They can’t help it. They’ve shunned beer, they want companies to take political stands and they trust Kardashians to make their makeup choices. But perhaps the biggest surprise about this new cohort of teenagers is the most unexpected of all: They love the shopping mall. In fact, they love gathering in general. Around 95 percent of them visited a physical shopping center in a three-month period in 2018, as opposed to just 75 percent of Millennials and 58 percent of Gen X, according to an International Council of […]

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Being OK Can Be Great

It might come as a surprise to some people, but being OK, can be a great thing. Some of the best people I know are OK people. I don’t mean they are just OK in how I feel about them. I mean they are not people who worry about too much or get too involved with what will happen should they make one choice or another. They are people who say “OK” when it comes to making decisions. They decide on something and they go with it, whatever it may be. My Mom was one of those people. In July of 2017, my father succumbed to a stroke in his […]

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First Time Homebuyers Finding It Tough

Tightening Mortgages Making It Difficult Kiplinger reports that the first time homebuyers are having more difficulties with getting mortgages. They also report that Investors are giving some push back on stocks that lack key components. First Timers Many first-time home buyers will have a tougher time getting a mortgage. The Federal Housing Administration (FHA) is tightening its underwriting requirements for FHA-insured loans because the agency is worried that too many risky mortgages are being made. The move reverses a 2016 decision to loosen underwriting standards. Now lenders will have to do more time-consuming manual underwriting for the riskiest borrowers. About 83 percent of FHA loans go to first-time home buyers. […]

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PTC-Computer-Solutions-Parker-Associates-blog-April-2019-Fact or Fiction

Online News, Fact or Fiction

Ramping Up the Fight The difficult fight to neutralize false online news stories is ramping up. It’s only a matter of time before the regulations on the many social media platforms becomes more stringent. A major goal is to appease advertisers who are souring on certain websites and online platforms where ads sometimes sit side by side with offensive content ranging from health misinformation to outright hoaxes to incitement to violence. Some online news publishers are betting that human vetting will help in the effort to win back advertisers. The start-up NewsGuard is using journalists to rate sites with a pass-or-fail metric based on transparency and credibility. For a price, […]

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Scooter Swarm

On the Move Perhaps you have noticed the scooters on every corner from Coral Gables to Indianapolis to San Diego and beyond. The dockless scooters offer an alternative way to get around that is both simple and convenient. Offering a simple smartphone app, they can be unlocked, used, and parked without much more than a few minutes of understanding. But, they are not without their adversaries. They are coming to cities all over the country and have been causing some ruckus. It’s not uncommon with new innovations. Enjoy them (or, not) while you can because they’re going to start getting regulated more rigidly. The unregulated electric scooter honeymoon is nearing […]

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Millennials Not Like Boomers

The Millennials are not buying homes like Baby Boomers did It may or may not come as a surprise that Millennials are not like Baby Boomers. But, it goes beyond that. Millennials are not buying homes like their predecessors either. In a recent MarketWatch article, they pointed to a report from the Urban Institute’s Housing Finance Policy Center that suggests the “story of Millennials and homeownership is in many ways a story of inequality in America – and one that might be getting worse.” Demographic Perspective There is more to it. Take a look at this from a demographic perspective. Boomers bought real estate at unprecedented speed and price, thereby […]

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Consumer Psychographics

New Home Buyer Behaviors Psychographics emerged in the 1960s as a focus on personality categorization, related behavior and interests of the mind. The word is a combination of psychology and demographics although the primary emphasis is on grouping people by their interests and related predictability of purchasing behaviorisms. In the mid 1970s, Demby defined it as the practical application of the behavioral sciences to marketing research. Over the past 25 years, a variety of national market research methods have evolved to profile human psychographics in the United States and other countries.  Most are rooted in the “hierarchy of human needs” developed by Abraham Maslow in the mid 20th century.  Maslow […]

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