C-K Hard-Working-Class Infographic Poster
1
Amidst conversaon around class wars and progress (or lack) of economic recovery, everyone seems focused on the plight of the middle class and how best to solve the problems they face – parcularly the “struggling” middle. But there is a disparity between the polical lip-service paid to the struggling middle class and really understanding who they are – parcularly the moms at eye of the storm. Over the past year, C-K realized there was an opportunity to beer understand this oſten overlooked and miss understood segment that is growing rapidly, with huge implicaons for many of our clients. What we found was a savvy and influenal group that doesn’t even see themselves as part of the tradional class definions. Meet the Hard-Working-Class. Note: Unless otherwise stated, findings are from C-K proprietary qualitave and quantave research conducted throughout 2012. More specifically, we spoke to moms with kids in the household who have HHI between $30,000 and $50,000 and who are not on government assistance. connecktions The Hard-Working-Class: An American Evolution of the Middle Class Mom April 2013 “I am not the working class. I am the Hard-Working-Class. I’m above the poverty line, working over 60 hours a week to keep my family above water.” Ethnicity Caucasian Hispanic African American 82% 8% 8% Asian/Pacific Islanders 1% Other 1% Marital Status 73% 27% Not Married Married Educaon 32% 42% College Grads Some College 22% High School Number of Children 45% 36% 19% Employment 43% Full Time 16% Part Time 32% Stay at Home 10% Unemployed Home Ownership 65% 31% Own Rent 4% Other Community Karma Her community is a survival network. Since 72% share coupons and deals with family and friends, she relies on it for swapping deals, sharing items, child-care support and feeding her family—and they rely on her. Markers of Normalcy We found a greater resistance to sacrifice their favorite “affordable” tried-and-true brands: 53% said they connue to buy certain brand names to maintain some sense of normalcy. LIVE EAT Ingredients vs. Recipe Hard-Working-Class moms base meal decisions on the ingredients in the pantry or what’s on sale: 87% make an effort to plan meals around ingredients they already have in the house. Food Stretching The Hard-Working-Class knows how to make ends meet through food: 88% said they buy food that “stretches” across meals. Pasta, rice, noodles and ground beef are staples, as they are both filling and versale. Hibernang Mid-cycle Just like bears, the Hard-Working-Class consumer insncvely knows when to wait out tough weather. When necessary, 91% say they stay home and make do with what they have unl payday. Recycling Their Money These families are leveraging every coupon, sale and special offer they can to make ends meet. In fact, 89% said they use coupons whenever they can. SHOP SPEND Cart Segmentaon As a brand, it’s not just enough to make it in the cart—it’s where in the cart are you placed. 42% place less important items in the back of the cart to easily remove if over budget. Over-Purchase Prevenon Perimeter shopping and selecve aisle shopping helps these women avoid over-purchasing: 60% skip certain aisles to avoid impulse buys. Demographics Meet the Hard-Working-Class This resilient, resourceful consumer is highly adept in the art of making ends meet, earning a master’s degree in “making it work.” C-K dislls some of her key survival strategies into lessons in how to do more with L.E.S.S. Marketers, take note. L.E.S.S. Walmart Kohl’s Target Pizza Hut KFC McDonald’s Kmart Subway Big Lots JCPenney Dollar stores Resale Taco Bell Lile Caesars 83% 34% 63% 30% 27% 69% 32% 48% 28% 26% 68% 31% 45% 28% 23% Old Navy Where They Buy Based on responses from the women we spoke with, C-K charted the Hard-Working-Class mom’s “Orbit of Influence” when it comes to making ends meet. The bigger the circle, the bigger the influence. The darker the circle color, the more frequent the interacons. Not surprisingly, technology plays a key role. Her Orbit of Influence Idenfy with being in the middle class. 25% Idenfy themselves with a new class called the “Hard-Working-Class.” 77% Cooking Reading Family Time Creavity More “Home” Work Budgets Coupons Generics More Sleep Cable Haircuts Fresh Foods Travel Less Dining Girls’ Nights Movies Old Friends Shopping Less “Out” “Knowing how to shop sales and maximize coupons” “Making sure we always have birthday pares” “Keeping kids in their sports/hobbies” “Saving for my home” “Knowing when generics are just as good” “Saying ‘put it back’ to my kids in the store all the me” “Can’t buy organics” “I feel so old for my age” “Band-aiding everything” “No health insurance” “Having to reach out for help” Points of Pride and Pain Life as a Balancing Act Emails from Brands; Newsleers TV Bloggers Social Networks Online Ads Search Magazine Ads TV Personalies Mobile Apps Swap Pares Store Websites Local Paper Support Network Free Sample Programs Coupon Sites Impulse Purchase Display Family Magazine Arcles “I have a get-together with friends once a month and we trade hand- me-downs for our kids‘ clothes.” “I scan for deals on things we already do, not for new ideas.” “I just Google ‘free things to do in Chicago.’” “A free sample is obviously beer than a coupon.” “I like when stores have incenves; it’s like a thank-you for shopping.” “I hate saying ‘no’ to the kids, so I just don’t take them shopping.” “I’ll ‘like’ a brand if someone tells me about a deal or sample.” “I never go anywhere without a coupon.” Store Circulars
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Transcript of C-K Hard-Working-Class Infographic Poster
Amidst conversation around class wars and progress (or lack) of economic recovery, everyone seems focused on the plight of the middle class and how best to solve the problems they face – particularly the “struggling” middle. But there is a disparity between the political lip-service paid to the struggling middle class and really understanding who they are
– particularly the moms at eye of the storm. Over the past year, C-K realized there was an opportunity to better understand this often overlooked and miss understood segment that is growing rapidly, with huge implications for many of our clients. What we found was a savvy and influential group that doesn’t even see themselves as part of the traditional class definitions.
Meet the Hard-Working-Class.
Note: Unless otherwise stated, findings are from C-K proprietary qualitative and quantitative research conducted throughout 2012. More specifically, we spoke to moms with kids in the household who have HHI between $30,000 and $50,000 and who are not on government assistance.
connecktionsThe Hard-Working-Class: An American Evolution of the Middle Class Mom April 2013
“I am not the working class. I am the Hard-Working-Class. I’m above the poverty line, working over 60 hours a week to keep my family above water.”
EthnicityCaucasian
Hispanic
African American
82%
8%
8%
Asian/Pacific Islanders1%
Other1%
Marital Status
73%
27%Not Married
Married
Education
32%
42%
College Grads
Some College
22%High School
Number of Children
45%
36%
19%
Employment
43%Full Time
16%Part Time32%Stay at Home10%Unemployed
Home Ownership
65%
31%Own
Rent4%Other
Community KarmaHer community is a survival network. Since 72% share coupons and deals with family and friends, she relies on it for swapping deals, sharing items, child-care support and feeding her family—and they rely on her.
Markers of NormalcyWe found a greater resistance to sacrifice their favorite “affordable” tried-and-true brands: 53% said they continue to buy certain brand names to maintain some sense of normalcy.
LIVE EATIngredients vs. RecipeHard-Working-Class moms base meal decisions on the ingredients in the pantry or what’s on sale: 87% make an effort to plan meals around ingredients they already have in the house.
Food StretchingThe Hard-Working-Class knows how to make ends meet through food: 88% said they buy food that “stretches” across meals. Pasta, rice, noodles and ground beef are staples, as they are both filling and versatile.
Hibernating Mid-cycleJust like bears, the Hard-Working-Class consumer instinctively knows when to wait out tough weather. When necessary, 91% say they stay home and make do with what they have until payday.
Recycling Their MoneyThese families are leveraging every coupon, sale and special offer they can to make ends meet. In fact, 89% said they use coupons whenever they can.
SHOPSPENDCart SegmentationAs a brand, it’s not just enough to make it in the cart—it’s where in the cart are you placed. 42% place less important items in the back of the cart to easily remove if over budget.
Over-Purchase PreventionPerimeter shopping and selective aisle shopping helps these women avoid over-purchasing: 60% skip certain aisles to avoid impulse buys.
Demographics
Meet the Hard-Working-Class
This resilient, resourceful consumer is highly adept in the art of making ends meet, earning a master’s degree in “making it work.”
C-K distills some of her key survival strategies into lessons in how to do more with L.E.S.S.
Marketers, take note.
L.E.S.S.
Walmart
Kohl’s
Target
Pizza Hut
KFC
McDonald’s
Kmart
Subway
Big Lots
JCPenney
Dollar stores
Resale
Taco Bell
Little Caesars
83%
34%
63%
30%
27%
69%
32%
48%
28%
26%
68%
31%
45%
28%
23%Old Navy
Where They Buy
Based on responses from the women we spoke with, C-K charted the Hard-Working-Class mom’s
“Orbit of Influence” when it comes to making ends meet.
The bigger the circle, the bigger the influence. The darker the circle color, the more frequent the interactions. Not surprisingly, technology plays a key role.
Her Orbit of Influence
Identify with being in the middle class.
25%
Identify themselves with a new class called the “Hard-Working-Class.”
77%
Cooking Reading
Family TimeCreativity
More “Home”Work
BudgetsCouponsGenerics
MoreSleepCable
HaircutsFresh Foods
Travel
LessDining
Girls’ NightsMovies
Old FriendsShopping
Less “Out”
“Knowing how to shop sales and maximize coupons”
“Making sure we always have birthday parties”
“Keeping kids in their sports/hobbies”
“Saving for my home”
“Knowing when generics are just as good”
“Saying ‘put it back’ to mykids in the store all the time”
“Can’t buy organics”
“I feel so old for my age”
“Band-aiding everything”
“No health insurance”
“Having to reach out for help”
Points of Pride and Pain Life as a Balancing Act
Emails from Brands;
Newsletters
TV
Bloggers
Social Networks
Online Ads Search
Magazine Ads
TV Personalities
Mobile Apps
Swap Parties
Store Websites
Local Paper
Support Network
Free Sample
Programs
Coupon Sites
ImpulsePurchaseDisplay
Family
Magazine Articles
“I have a get-together with friends once a month and we trade hand-me-downs for our kids‘ clothes.”
“I scan for deals on things we already do, not for new ideas.”
“I just Google ‘free things to do in Chicago.’”
“A free sample is obviously better than a coupon.”
“I like when stores have incentives; it’s like a thank-you for shopping.”
“I hate saying ‘no’ to the kids, so I just don’t take them shopping.”
“I’ll ‘like’ a brand if someone tells me about a deal or sample.”
“I never go anywherewithout a coupon.”
Store Circulars
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