Marketing Mindsets

Beloit College recently released their Mindset List for the class of 2015.  This year’s list contains 75 items that provide a look at the cultural touchstones that have shaped the lives of this fall’s entering class.  Most of this year’s freshmen were born in 1993, just for fun; take a look at the world through their eyes:

• There has always been an Internet ramp onto the information highway.

• States and Velcro parents have always been requiring that they wear their bike helmets.

• The only significant labor disputes in their lifetimes have been in major league sports.

• There have nearly always been at least two women on the Supreme Court, and women have always commanded U.S. Navy ships.

• They “swipe” cards, not merchandise.

• As they’ve grown up on websites and cell phones, adult experts have constantly fretted about their alleged deficits of empathy and concentration.

• Their school’s “blackboards” have always been getting smarter.

• “Don’t touch that dial!”….what dials?

• Dial-up is soooooooooo last century!

• Amazon has never been just a river in South America.

• Sears has never sold anything out of a Big Book that could also serve as a doorstop.

• They’ve often broken up with their significant others via texting, Facebook, or MySpace.

• They won’t go near a retailer that lacks a website.

• Frasier, Sam, Woody and Rebecca have never Cheerfully frequented a bar in Boston during primetime.

• Their parents have always been able to create a will and other legal documents online.

In general, the Mindset List is a statement of experiences and events that shape the views of this year’s freshmen.  And since most people believe their views are accurate it must also represent their understanding of the truth.  The perception is the reality.

Marketing is involved in the process of dealing with perceptions.  What makes the process even more challenging is that consumers frequently make purchasing decisions based on second-hand perceptions (friends, family and other social connections).  In short, they make purchasing decisions based on someone else’s perception of reality.  If your organization views the world through a product-centric position you may be inclined to dismiss the perception challenge.  Market research facts and figures convince you that the real truth is on your side and that the best product - your product, will win.  Do you believe that all you need is to have the truth on your side?  If so, you may need to modify your perceptions and embrace the phrase “through the eyes of the customer.”