Cornell University marketing study shows what consumers want

Pandemic procuring a lot? You’d greatest keep away from overspending by understanding the most recent idea driving product marketing: groundedness. 

In a new article revealed within the retail bible, Journal of Marketing, researchers at Cornell University and Vienna University of Economics and Enterprise clarify that within the age of Twitter, COVID-19, and world warming, consumers crave connections to locations (regionally made or from an identifiable place), folks (made by artisans, people, or identifiable teams), and previous (conventional roots or tangible historical past). Any of those that remind consumers of their childhoods do significantly properly. “In occasions of digitization, urbanization, and world challenges, the necessity to really feel grounded has develop into significantly acute,” write the researchers.

They level to dozens of examples, together with the recognition of farmers’ markets, hand-cut cleaning soap, artisanal bread, native microbreweries, and the increase in old-school grocery manufacturers through the pandemic, all of that are surprising in a society that’s predominantly globalizing, automating, and digitizing.


“We argue that the twin forces of digitization and globalization have made social and work lives more and more digital, fast-paced, and cellular, leaving many consumers feeling like timber with weak roots vulnerable to being torn from the earth,” says coauthor Isabel Eichinger, a PhD candidate in marketing on the Vienna University of Economics and Enterprise. She means that entrepreneurs will discover extra success promoting merchandise that emphasize native origin or conventional designs, and goal consumers with “greater want for groundedness.”

Who, you ask, are these folks with “greater want for groundedness”? The researchers created a survey with a consultant panel of American consumers, and located that the consumers most simply swayed by groundedness are individuals who work rather a lot on computer systems, have higher-socioeconomic standing, reside in massive cities, or understand COVID-19 to have put their life into flux.

“Groundedness” is not only a gross sales scheme, says Stijn M.J. van Osselaer, a professor of marketing at Cornell University’s Johnson School of Enterprise, however a way of anchoring and emotional rootedness that makes folks really feel “stronger, safer, extra secure, and higher capable of stand up to adversity.” Professional tip: You’ll be able to most likely foster it with out spending a dime.