Carat spots key consumer trends for 08

Hong Kong - Is the green consumer a myth or reality? Lyn Rogers, regional business director for Carat, posed this question among other trends at a seminar today.

Increasingly, MNCs are making decisions based on sustainability issues with some moving to marketing to drive those issues.

But should marketers wait for consumers or take the lead when it comes to green initiatives?

Celine Del Genes, director for sport performance brand marketing for adidas, said the company was involved in sustainability in several ways, from a selection criteria for its factories as well as a sustainable range of apparel in the near future. She added that the green strategy had to be on a long term basis.

With escalating oil prices and the looming subprime crisis, the forum heard how marketers should use their budget to achieve key performance indicators.

Is this the time to be even more aggressive with your marketing budget?

Will the downturn see luxury consumers tighten their Gucci belts?

Angela MacKay, executive director at The Financial Times, said that the luxury market is unlikely to be devalued and added that the top pyramid is becoming even more entrenched.

The key is to cut through the chaff to reach out to this attractive high net worth individuals that want to buy not just the product but an experience, she added.