Hallie Lorber

I often talked about the pace that consumers are evolving today.  Building products and strategies are no longer as simple as segmenting customers into broad cohorts.  Maybe of the platforms and methods used today are no longer effective in the modern era where consumers and their use of technology have progressed beyond where most brands are meeting them. McKinsey & Company release their recent 2024 report on the State of the Consumer where they surveyed 15,000 across 18 major markets that make up 90 percent of the global GDP.  While 2 of 9 trends are wellness focused, I found relevant applications in all 9 for our industry. 1️⃣ Young people (18-24) are driving demand and are willing to spend.  While they might be able to spend as much as their more mature cohorts, this should be an area of focus - win them now to have them spend more later. 2️⃣ Retired people - Going to the other end, retired people are spending on discretionary purchases and longevity.  They are living longer and seeing experiences - wellness concepts include travel and premium offerings. 3️⃣ Middle-Income consumers will view splurge on where they find value.  They might delay big purchases but are willing to spend on experiences. 4️⃣ Brand exploration.  During the pandemic, when supply chains were constrained, 50% of consumers switched brands when they could not find what they were looking for.  Consumers are less brand loyal than you think - which is why it is important to constantly focus on improving your experience. 5️⃣ Sustainability is not longer a key feature.  Consumers, especially Gen Z and millennials are deprioritizing sustainability for a better product or value. 6️⃣ Worldwide Wellness Wave - the new meaning of WWW.  In countries like India, Saudi Arabia and the US, 44 / 30 / 22 percent of consumers are intent on spending MORE on their fitness and wellness including supplements. 7️⃣ Wellness for women.  Consumers are indicating a great interest to spend on women’s wellness products and services.  The gap, estimated to be $1 trillion globally, could close by 2040.  A higher percentage of women in emerging markets (48 percent) show an intent to splurge on health products than advanced markets (27 percent). 8️⃣ New Urban hot spots.  Young people are moving away from the big mega cities into “secondary cities.”  How do brands expand their offering to serve these transplant consumers. 9️⃣ Social Commerce. China has lad the shift to social / mobile commerce - everyone one is following.  Gen Z makes purchases on social media 4x more than older generations. How do you address these trends? ✅ Build micro targeting capabilities.  AI can help. ✅ Invest in Wellness, not just fitness. ✅ Do not ignore the social experience. ✅ Offer premium products and experiences where consumers want them. Let me know what you think about these trends below. 👇 #strategy #markets #consumer #evolution #fitness #wellness #healthcare #premium #marketing #ai #genz #growth 

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The discussion with Lori Brokaw Stout on redefining partner relationships is noteworthy. Her focus on quality over quantity in partnerships and ensuring mutual benefit challenges traditional metrics-driven approaches. This strategy of aligning partner values with company culture could significantly enhance B2B ecosystem effectiveness. #CMO #ChiefMarketingOfficer #podcast #B2B #C-Suite #B2BContent #B2BMarketing #B2BSales #PartnershipStrategy #ChannelMarketing #B2BEcosystem #ValueAlignment

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Meagan White's ascension to Chief Marketing Officer #cmo at Kibo Commerce is nothing short of a marketing fairy tale—if fairy tales were filled with spreadsheets and growth metrics. Since joining Kibo as Vice President of Marketing in April 2023, she’s driven an astonishing 62% increase in net new annual recurring revenue. That’s not just impressive; it’s like finding gold in a pile of rocks. With over a decade of marketing prowess under her belt, including key roles at MoEngage and Acquia, White is well-equipped to take the reins. Her expertise spans demand generation, digital marketing, and product marketing, making her the Swiss Army knife of Kibo’s marketing team. She’s not just strategizing; she’s rewriting the playbook. “The company’s end-to-end commerce and order management capabilities have us poised to drive even greater value for our customers compared to singularly focused providers,” she declared, clearly positioning Kibo as a heavyweight in the composable commerce arena. White’s new gig puts her alongside Scott Franzén, the new Chief Sales Officer, and they’re ready to tackle the complexities of modern commerce together. Under CEO Ram Venkataraman’s guidance, they’re crafting a strategy that’s less about selling products and more about creating customizable experiences. Think of composable commerce as a buffet where businesses can pick and choose their tech tools, rather than settling for a one-size-fits-all platter. Her humor? It’s as sharp as her marketing skills. “If marketing is like jazz, then sales is the piano—it’s great until you realize the pianist forgot the sheet music!” she quipped. This playful jab perfectly encapsulates the need for collaboration in a world where creativity and structure must coexist. (Note: This quote is made up for the sake of humor!) With leaders like David Ricketts, who has a track record of driving exponential growth, backing her, Kibo is not just entering the market—it’s ready to dominate. White’s leadership is likely to redefine how Kibo engages with customers, pushing the boundaries of e-commerce and customer experience. As Kibo gears up for this exciting chapter, all eyes should be on Meagan White. With a blend of strategic vision, humor, and a no-nonsense approach to marketing, she’s set to lead Kibo through the uncharted waters of modern commerce. Buckle up, folks—this ride is about to get thrilling.

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Best Practices for Integrating a Fractional CMO https://lnkd.in/exrtMhMf . #fractionalcmo #bostondigitalmarketing #brickmarketing #nickstamoulis

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Authenticity. It ain’t what it used to be. How exactly do you “earn the right” to increase prices on a product — in this case, flavored sugar water — if you are not changing the product in any way or creating any more value for the consumer? I am not arguing for lower prices for Coca-Cola. In fact, the best thing the largest producer of diabetes and plastic waste globally can do is go out of business. But this type of corporate double speak is a lesson in what not to do. To maintain credibility, brands need to be true to themselves. I’m proud of promoting nonprofit organizations that act in a way that is true to their values and provide value to the world. Their authenticity comes naturally — as a good brand should. What do you think? #branding, #brandauthenticity, #brandvoice

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Today, I discuss some useful advice for integrating a #fractionalcmo within an organization...read more too here: https://lnkd.in/exrtMhMf

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Foodservice marketers: check out our free e-book with the 10 essential tips specific for the challenges you face.

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As I review Provoke Insights' research on wine today, one statistic stands out. Did you know wine drinkers tend to be notably more optimistic than the general population? It got me thinking - does indulging in a glass of wine encourage a more relaxed and appreciative mindset? As the heat of July hits, I find myself drawn to my porch with a glass of chilled rosé in hand.  It is definitely my happy place! Perhaps it's the social aspect - after all, wine is often enjoyed with friends, fostering connections and good conversations. I'd love to hear your thoughts on this. Could this insight pave the way for new questions in our upcoming Trends survey, which is set to launch this October? Let's spark some intriguing discussions! #WineEnthusiasts #marketresearch #consumerbehavior

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🚀 On Friday, I had the privilege to serve as keynote speaker at the American Marketing Association Regional Marketing Conference: AI Revolution, hosted by the Western Marketing Association and Western Connecticut State University. 🎤 Topic: The Marketing Identity Crisis: Balancing Performance Marketing + Brand Storytelling in the Age of AI...A CMO's Perspective. In my keynote, I explored the essential balance that today’s marketers must achieve: harnessing data-driven insights while weaving in authentic, emotive storytelling...all the while ensuring a high level of adoption of AI tools and technology to solve problems. Exciting stuff! 💡 Thank you to the brilliant business students and professors who contributed to our dynamic discussion. With this next generation and everything in play, I believe we’re on the brink of a Marketing Renaissance! 📥 DM for any inquiries on keynote/speaking engagements with myself and Changent. 👉 What are your thoughts on the balance between data and storytelling in marketing in the Age of AI? Drop a line in the comments! #Marketing #AI #Storytelling #Data #AMA #Leadership #MarketingInnovation #FutureOfMarketing

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Size is only one part of the story… Combining our receipt panel growth with benchmarking to actual sales data gives our customers more confidence and clarity in their decision-making.

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"Confidence, Creativity, and Golf Shoes: Oakley's Masterclass in Brand Differentiation" Ever wonder why some brands effortlessly dominate their industries while others fade into obscurity? At Nemo Design, we think about this daily, and Oakley's new Edge Icon golf shoe is a perfect case study in game-changing strategy. I am excited to see Oakley taking a play from Jim Jannard's innovative leadership style and constant pursuit of excellence and originality. Nemo didn’t work on this so it’s not a plug for the shop. Let's break down how the Oakley Edge Icon golf footwear embodies the five laws of extraordinary brands: 1. Give Value, Get Value: The Edge Icon isn't just a shoe; it's a conversation starter, a performance enhancer, and a fashion statement rolled into one. By delivering unique value to golfers who crave distinction, Oakley's poised for a profitable victory. 2. Confidence Trumps Cleverness: This isn't a shoe that whispers—it roars. Oakley's confidence in challenging golf fashion norms speaks volumes, inspiring customers to step out of their comfort zones too. 3. Differentiate, Don't Compete: Instead of battling in the crowded space of traditional golf footwear, Oakley created its own playing field. The Edge Icon doesn't compete; it stands alone. 4. Actions Speak Louder Than Words: Oakley didn't just talk about innovation; they brought it to life. The Edge Icon's design and functionality are a physical manifestation of the brand's commitment to pushing boundaries. It feels like something Oakley would create. 5. Embrace the Fun Factor: Let's face it—these shoes are fun! They inject comfort and personality into a sport often perceived as staid. Oakley reminds us that effective strategies can (and should) be pleasurable. As brand strategists, we're fans of brands pushing innovation. Oakley core value is to "ignite the imagination through the fusion of art and science". The Edge Icon isn't just a product launch; it's a masterclass in brand differentiation and strategic thinking. The true test, will the market reward the effort? So, here's my challenge: How can you apply these principles to your brand or career? Are you giving unique value? Are your actions aligned with your strategy? Are you differentiating or just competing? And most importantly, are you having fun with it? Share your thoughts below. Let's start a conversation about how we can all bring a bit of that Oakley boldness into our strategic playbooks. #StrategicBranding #InnovationInAction #DaretoDifferentiate #BrandConfidence #oakleygolf

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Almost there… in episode 99 Dave Poulos and Perryn Olson, FSMPS, CPSM, CCMP , 2 of the best marketers around, talked about the importance of starting the right way.

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There’s a reset going on in consumers’ minds. 🧠🧠🧠🧠 Consumers have absorbed news about inflation 💸💸💸 and have been willing to pay more for the goods that they want, particularly in food, beverage, and personal care — but there are signs of even more price resistance and shifts in buying habits. So it's no surprise that companies are reducing staff. And the first departments getting hit are creative and marketing - the primary fuel for your sales "machine". Here’s the thing: Your internal team may be gone (or a lot smaller than it used to b), but the work, the marketing initiatives, the expectations -- are still there. When internal resources disappear and the folks who are left, have a 4x workload, how do you get it done????? Find out why now is the time to make some bold moves, and how to use strategic partners like Retail Voodoo to pivot quickly while managing your budgets. https://lnkd.in/geywhW2y #inflation #partners #marketing #design #strategy #CPG #packaging #foodandbeverage #personalcare #retail #retailvoodoo

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A Timely Direct Mail Reminder in Honor of National Poster Worker Day (July 1st) When your marketing efforts add up, so does your revenue. Our omnichannel solutions maximize your ROI by allowing you to reach your customers wherever they are - including in their homes. We're so grateful for the hardworking postal workers who help ensure our mail arrives at its destination! Check out our blog post to learn more about how direct mail can reinforce your advertising campaign. #DirectMail #Marketing #Omnichannel #NationalPostalWorkerDay

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While many haven’t given up on the American Dream – they are finding it much less straightforward than originally perceived. This is a interesting article written by Rachel Wolfe that talks about consumer’s perceptions of the American Dream. A July Wall Street Journal/NORC poll of 1,502 U.S. adults shows a stark gap between people’s wishes and their expectations. ✅ 89% of respondents said owning a home is either essential or important to their vision of the future ✅ 10% said homeownership is easy or somewhat easy to achieve. The key takeaway? While the desire for traditional markers of success—such as homeownership, financial security, and a comfortable retirement—remains strong among Americans, the belief in their attainability has significantly diminished. Here are some ways we can address this growing sense of frustration and disillusionment among consumers regarding their financial futures: Address Home Buyer Concerns Head On: Use messaging that empathizes with the difficulties people face in achieving their home ownership dreams. Position your brand as a partner in their journey to financial stability and success. Offer Practical Financial Guidance: Consider creating content that provides practical advice on budgeting, saving for a home, retirement planning, or building financial security. (Blog posts, webinars, or tools like calculators or checklists) Highlight Affordable Options and Flexibility: Given that many feel that  financial security is not easily achievable, showcasing affordable options and financial solutions can help attract consumers who are feeling overwhelmed by traditional financial goals. Build Trust Through Transparency and Support: Share success stories, case studies, or testimonials from home buyers who recently purchased and have them share their own journey for making it happen. Target Messaging Based on Segmentation: The gap between aspirations and reality vary among different demographics. Segment your audience to deliver more personalized messaging that speaks to their specific financial concerns and dreams, whether it’s FTHBs, move-up buyers saving for retirement, or families seeking financial security. https://lnkd.in/gpx3HPYY

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I recently had the privilege of being interviewed by Medium and sharing a bit about my career journey, our Egglife Foods, Inc. story, and my top 5 marketing trends leaders should know about. Check it out here! Special shout out to Todd Kronebusch, one of the amazing leaders I've had the opportunity to work with that I mention in this article. TK - your impact extends far and wide and your leadership style is one that I try and emulate every day.

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With our focus being #printmarketing, #brands can be hesitant to test into #directmail because of the misconception it's less environmentally friendly than #digitalmarketing. Check out our latest #blog to learn more. #directmarketing #printmarketingtrends #omnichannel #multichannel

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This is a big win for the integrity of consumer reviews and for companies that treat their customers right! At Best Company and Snoball we sit at the nexus of customer reviews and what they mean for a brand's reputation and ability to close new business. We also understand how critical trusted reviews are in the buying calculus for consumers. Shining a light on the companies that truly care about their customers and empowering consumers to make confident buying decisions is at the heart of why we started Best Company back in 2016. This law will help ensure that the cream truly does rise to the top as companies that treat their customers right benefit from strong and legitimate social proofing. https://lnkd.in/gSDzhiGn

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