A recent report shows millennials are on the verge of surpassing baby boomers as the nation’s largest generation, and the change is already playing a critical role in the fate of the American economy. While the category has long been a comfortable home to a great number of legacy brands, many now find themselves in a precarious position: evolve or become obsolete. Today’s consumers are in control and they’re looking for more than products. The strategies and metrics that ruled the category in decades past won’t cut it with customers who are shopping around the clock and sharing their home improvement experiences with followers online. So Hart developed a few recommendations for aging brands that wish to not only stay relevant, but thrive in the category’s transformation.
Here at Hart, we’re lucky to work with a wide variety of brands. We study and analyze consumer behavior and trends, putting that knowledge to use for our clients. It’s what drives our strategic leadership and defines the specialties within which we operate as an agency.
As we observe National Nutrition Month®, this is a great opportunity for marketers to help connect their brands with consumers who want to make a healthy change in their diets to improve overall health and well-being.
For many consumers who are thinking about their health, the beginning of the year signals a new opportunity to take action. For those who have health concerns, and others who are simply ready to make a healthy change, the new year becomes the catalyst they need to make their health a priority. For healthcare marketers, the start of a new year also represents an opportunity. This is the time when a carefully crafted strategy can help connect brands with consumers who are looking for answers. And help.
Like all of us, millennials are aging. And evolving. Their priorities are shifting. Their longterm values are being shaped. And they’re making purchase decisions for reasons that may surprise you.
|Client||Start Year||End Year|
|Bob Evans Farms||2019||Current|
|Nationwide Children's Hospital||1996||Current|
|Therma Tru Doors||2010||Current|
|The Ohio State University Wexner Medical Center||2014||Current|
|Certified Angus Beef Brand||1998||Current|
|Ohio Lottery Commission||2009||Current|
Fifty-four years ago, Hart was founded by entrepreneur Thomas Hart, a hardworking visionary who created an art studio in his basement and grew his knowledge of local politics into a successful political advertising firm. Today, Tom Hart’s son, Mike, and a team of 65 creatives, strategists and support staff have grown that vision into a thriving marketing communications firm with capitalized billings of $83 million and a diverse client base of local, regional and globally recognized brands. Hart remains independent and 100% privately owned, with offices in Columbus and Toledo, Ohio.
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