Lee Brody’s Post

Part Two of Three: How Companies and Brands Improve By Just Opening the Eyes Without dating myself too much, let’s just say I remember Ronald Reagan’s inauguration. It was morning in America. A time that promised so much for so many. Yes, it was the Cold War (which seems to be having a comeback tour) but the excitement of a new administration, and the release of the hostages in Iran seemed to signal a new energy across the country. We were back in business. So why are companies and brands so afraid or turned off to the Gray Market? Why do they choose to direct all their marketing investment, or at least 95%, to the Gen Z and Millennial market, rather than allocate even the smallest portion to those with 70% of the income and 80% of the wealth in this country? Marketers are taught to find the white space opportunity. To go where they have the best chance of successfully moving products and increasing revenue. But that theory seems to have gone by the wayside. Instead, we choose the easy and perhaps more sexy path of attracting consumers when they're young and believe they’ll stay with you throughout their lives. Please tell me if I’m wrong. Remember, “The Most Interesting Man in the World” campaign from what’s now Havas. A great example of how to reach across generations. Actor Jonathan Goldsmith played the role of the mountain-climbing, sports-car driving, smooth Bond-style lady magnet. And he did it in his 70s. I’m not saying spend all your money to reach older consumers. But 50 and 60 today aren’t what they were in our parents’ time. The Gray Market is vital, active, and extremely brand loyal. They don’t view hitting a certain age as the beginning of the end. It’s the beginning of the beginning. A new life, free of tuition payments, perhaps mortgage payments, and many of the money concerns of their younger selves. And it’s the fastest-growing age cohort in the United States. It deserves attention. As the man said, “Stay Thirsty My Friends.” 📷 Credit: EuroRSCG + #graymarket #marketing #opportunity #secondlife

The Traditionalists, or the Silent Generation, are probably the oldest generation that brands might still target. They were born between 1925-1945, with the oldest of the generation set to turn 100 next year. They were born to parents who experienced World War I, and then had to endure extreme economic turmoil, and the uncertainty surrounding World War II. Silents got their name for a variety of reasons, one of which is that they grew up during tumultuous times which overshadowed their personalities. They saw conformance as a way to put their head down, work hard, and avoid rocking the boat, further strengthening the name, “The Silent Generation”. They have strong principles that they live by. They are fiercely loyal and value stability. They lived through the depression where frugality was the only strategy forward. They were taught to show respect to others and to respect authority. They came out the other side resilient and hardy, and as a result, they have been referred to as “The Lucky Few”. A few traits the Traditionalists carry that could clash with other generations is their aversion to risk, which is understandable knowing what they went through. They can, at times, seem reticent – not showing their emotions, and holding it all in. They lean toward conservativism and exhibit caution towards rapid technological change, especially when compared to newer generations. Marketing to them involves offline, traditional strategies: 1. Radio Advertisements – A timeless medium since their youth. 2. Newspaper Ads – Effective for catching attention. 3. Direct Mail Advertising – Still valuable with enticing coupons. 4. KISS – Simplify to make life easier for them. 5. Loyalty Building – Win them over for strong brand loyalty. 6. Community Focus – Tap into their strong community sense. 7. TV Commercials – Expensive but impactful for this demographic. With a population of 2.5 million in Canada, Traditionalists possess purchasing power and can be exceptionally brand loyal if you manage to streamline their lives. #Generations #Traditionalists #SilentGeneration #SocialMediaMarketing #BrandManagement #FoodBroker #Canada #CPG #GroceryRetail #SaludBrandManagement

Most Americans are familiar with financial influencers like Dave Ramsey and Suze Orman, but a recent GOBankingRates survey revealed that only 50% of Americans follow their money advice. In my latest for GBR, I dig into some of the surprising reasons why this percentage only accounts for half of Americans. Plus, the experts at Clover Leaf Financial LLC and FBB Capital Partners share tips for how you can find a trusted advisor to guide you on your financial journey. #personalfinance #moneymanagement

Interesting read

I'm really impressed by Fidelity Investments's recent research on Asian Americans and Pacific Islanders. As a member of this community, I find lot of the findings resonating with me, and think it will with others in this community as well. The Fidelity page specifically tailored for this audience clearly shows how their research translates into impactful messaging. This is a great example of data-driven strategy in action. a. Fidelity page targeting AAPI: https://lnkd.in/efEnAeBE b. Research: https://lnkd.in/eg_feaRR . . . . . #researchmatters #databackedstrategy #customerfocused #assetmanagement #wealthmanagement

Everybody always talks about the importance of getting into the market, that it's time "in" the market that matters rather than timing the market, BUT rarely do we speak about what it takes to get into the market as a young professional Young professionals in the Gen Z & Millennial demographic, this Virtual Event is for you. - What strategy is best for you? - What can you qualify for based on your income? - WHEN should you get into the market? - Should you buy an investment property or primary residence first? And SO much more; https://lnkd.in/gNyQS9Q6

Will Rogers once said, “Too many people spend money they haven’t earned, to buy things they don’t want, to impress people they don’t like.” This quote is more relevant than ever in today’s social media-driven world. Platforms like Instagram, TikTok, and Facebook constantly show us carefully curated snapshots of other people’s lives—the designer bags, the luxury vacations, the brand-new cars. It’s easy to feel like we’re falling behind or that we need to spend money to measure up. But here’s the thing: many of the people posting these highlights aren’t living the perfect lives we imagine. Many are financing their lifestyles with debt. Others are caught in the same cycle of spending for appearances, influenced by the same pressures. And often, these purchases aren’t about their own happiness—they’re about fitting into an image that social media has created. How often do we stop to ask ourselves: Am I buying this because it adds value to my life, or because I’m trying to keep up with someone else’s highlight reel? Social media can make it harder to stay grounded, but financial literacy teaches us the importance of intentional spending. It encourages us to step back, evaluate our priorities, and make choices that align with our long-term goals—not fleeting trends or external validation. If no one else knew about your purchase, would you still want it? That simple question can help us break free from the influence of social media and refocus on what truly matters. What are your thoughts on this? Have you noticed how social media affects your financial decisions? #FinancialLiteracy #WillRogers #MoneyMindset #SocialMediaInfluence #IntentionalSpending #PersonalFinance #WealthBuilding

One of these things is not like the other: 🎓 Graduated from College. 💍 Got Married. 👶 Had a Baby. 🏃♀️ Ran a Marathon. 🏆 Part of a team that Won a Marketing Award. 📝 Made a Will. Making a will is a marker of success? Well. Yeah. WGSN’s latest report on Future Consumer 2026 has some interesting insights. One standout trend is the shift towards celebrating "minorstones"—personal, attainable achievements that resonate deeply with younger audiences. Gone like cassettes and CDs. By 2026, we'll be publicly celebrating victories like paying off student loans, leaving toxic jobs, and even more divorce parties. This shift is an incredible opportunity for brands to connect with consumers on a personal level. I know we are all gearing up for the holiday season and heads down in 2025 planning, but it's crucial to be thinking about these smaller wins as part of our overarching content strategy. Connecting in an authentic way via "minorstones" will drive loyalty and engagement in ways that resonate today and tomorrow. Check out the full WGSN article for more on Future Consumer 2026: WGSN Blog. I for one love this- life is hard and using creators sharing their real stories to, "help the medicine" of life "go down" seems like a fun project to tackle! #FutureConsumer2026 #BrandStrategy #ConsumerInsights #MarketingTrends #Minorstones #HolidayPlanning #2025Goals #Innovation

Some great things to consider when using social media.