business news in context, analysis with attitude


The New York Times has a story about a new ad campaign being launched by IKEA that it says "eschews the aspirational gloss of master suites and two-story foyers in favor of embracing Americans — and their furniture needs — where they are today." And, the story says, showing them in real-life situations that resonate with consumers.

The slogan - “No matter who you are, what you do, or how much you make, you can still make the dream yours" - is described as "an inclusive message that, in this fraught political climate, could be a campaign slogan just as easily as a pitch for floor lamps and futons."

But here's the really interesting part that transcends the furniture business...

The story says that IKEA decided to embrace the new approach after commissioning a study from the Economist Intelligence Unit "to find out about Americans’ aspirations and concerns in terms of the economy, education and financial benchmarks like homeownership.

"In the study, 'Discovering the New American Dream,' researchers found bright spots as well as concerns. Most of the respondents agreed with the statement 'People can come from any walk of life and make it in America,' but even more of the 2,050 Americans questioned said money was a barrier to achieving what they considered to be the American dream, and about half said it would be harder for future generations to become homeowners and earn a good living."

KC's View:
Which translates into a marketing approach that, perhaps, more retailers can and should adopt. it isn't just a question of offering product, but going farther by helping people see how they can improve their actual circumstances in tangible and affordable ways. Recognition can be a powerful tool. It says that we're all in this together ... that we don't just want to sell you stuff, but want to help.