3 Trends & Stats from Pew Research Center Every MULO Marketer Needs to Know Street Fight

3 Trends & Stats from Pew Research Center Every MULO Marketer Needs to Know

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Pew Research is one of my favorite sources of detailed and reliable consumer trends. (Unlike some media, Street Fight actually DOES fact-check! 🙂 ).

New data released by the company has implications for all brands, but especially for MULO (multi-location) operators and agencies as we head into the new year. here are the trends that we believe needed special mention.

      1. Welcome Centenarians!

“The number of Americans ages 100 and older is projected to more than quadruple over the next 30 years, from 111,000 to 422,000, according to U.S. Census Bureau data. Today, 78% of the nation’s centenarians are women.” – Pew Research

Implications: Brands only targeting the youth market are missing out on a vast revenue-generating opportunity! Keep in mind that this population doesn’t just spend on walk-in showers and incontinence products. They are a vibrant consumer base that also spends millions on their families, real estate, fashion, aesthetics, and more!

2. Influencers are Spreading the News

“About one-in-five Americans regularly get news from influencers on social media, including 37% of adults under 30. Most who do so say that news from influencers differs from news they get elsewhere. The majority of news influencers themselves (77%) have no affiliation with a news organization.”  – Pew Research

Implications: Selecting the right creators and influencers is more important than ever. But so is attribution. Ensure that the creators and social media pundits you select support your brand messages and deliver results over time. Eyeballs are great, but it’s just a lot of (potentially expensive) noise unless the awareness of these trends ultimately results in traffic and sales. Invest in the right technologies to enable you to track and monitor attribution and pay close attention to the makeup of your raving fans.

3. Brands Come and Go

“Four-in-ten webpages that existed in 2013 are no longer available today. Even among pages that existed in 2021, 22% were no longer accessible just two years later.” – Pew Research

Implications: As you build your multi-location (MULO) brand, consider longevity and where you ultimately want to take the company. Although the above results are probably primarily skewed by small service businesses and SMBs, too many retailers, restaurants, and franchises (sadly) don’t survive. Be sure to also view the world through your consumers’ eyes. If your business is alive and well, continuously audit your own web presence (and that of your locations) to make sure you can be found when consumers are doing their “near me” searches. As we know, the Street Fight is now being battled on the small screen and voice-activated devices. If you can’t be found, you may not survive!

 

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Nancy A Shenker, Chief Trend Officer with Street Fight, is a former big brand (Citibank, Mastercard, Reed Exhibitions) marketing strategist and leader. She has been featured in Inc.com, the New York Times and Forbes.