Perkonomics
Thursday, December 4th, 2008 | Chew News, Marketing
I refer to the latest Trend Watching report which discusses a concept (very relevant to Gen Y) named Perkonomics. Delivery of perks by brands is not a new concept by any means, but considering we are moving rapidly towards a consumer driven society expect company or brand related perks to be a common part of the business to consumer (B2C) industry.
So what’s influencing this new concept perkonomics? A forever evolving need for status including exclusive access to privileges and experiences mixed with a variety of other concepts including a shift to providing convenience, time saving opportunities and providing empathy and gestures of kindness/thanks for support.
A big one in the mix would be a shift to providing time conscious and saving opportunities. We love the Visa concept in Brazil - whereby Visa card holders can enjoy express entry to one of the soccer stadiums including private bar access and lounges. According to a recent Walker Thompson study, 47% of Australians believe they are time poor. Amongst Gen Y this jumps up to a near 80%. Brands that help save consumers’ precious time is worth their weight in gold!
Adam Penberthy - Fresh
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