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6-MONTH COVID-19 CHECK-IN: RECOGNIZING AND RISING TO MEET NEW REALITIES

As we pass six months of living in the pandemic, we want to take a deeper look at the human element and effects of COVID-19. How are people feeling? How have day-to-day logistics changed? How has the emotional and psychological weight of the pandemic played out? And, critically, what can we do about these newfound realities to support our family, friends and customers?

Our latest report helps answer these questions. And we’ve also designed a series of worksheets to help you and your team start a dialogue and identify tangible strategies to better support your customers as we move past the six-month mark.

Give it a read, talk to your working teams and share your learnings with us – let’s continue to carve out a path forward together in these changing and challenging times.


| Culture, Research

B2B MARKETING: WHEN COLD, HARD FACTS JUST WON’T CUT IT

As marketers, we all know that B2B marketing has historically been drier in tone and more data-driven because that’s what we’ve believed our customers care about. But why do we believe that?

B2B customers will always need data and facts to back up their decisions and help them get stakeholder buy-in. However, based on consumer psychology and Fusion Hill’s own experience with buyers, we know that no matter the context and no matter the person, human decisions are highly impacted by emotion. An opportunity for more successful B2B marketing exists in balancing the facts with the power of emotional storytelling. This combination makes for a more compelling case by better communicating the value your product or service brings customers, and ultimately motivates a purchase.

How can your brand leverage the power of emotion in your next B2B campaign? Download our B2B Marketing the Power of Emotion to begin. ­­


| Research

Tracking the impact of COVID-19

Over the past several weeks, COVID-19 has created extreme uncertainty consumers and businesses. In response, our team is compiling weekly trend updates that examine the current state and explore lasting changes the virus may bring.

So far, we’ve covered topics including how behaviors are shifting in categories such as health care and financial services and how brands can adapt their marketing efforts – and more trend updates are on the way. Interested? Download them here.


| Creative, Culture, Research

The HENRY Consumer: High Earners, Not Rich Yet.

HENRY – high earners, not rich yet – describes consumers who are high earners but whose income is largely dedicated to covering their high costs of living. First coined to describe a segment of millennials, members of Gen X and Boomer generations are now categorized as HENRYs if their spending behavior is driven by aspirational lifestyles they hope to fully afford in the future.

The high costs of HENRY lifestyles are often a combination of elite education, residency in high-cost-of-living areas and aspirational purchasing behaviors. Even receiving incomes within the top 20%, this segment currently has few assets saved and invested. Described as the “working rich,” HENRYs emerged as a target for financial services and wealth management – classified as a prime opportunity for brands to become a part of these consumers’ upcoming luxury lifestyle. Sharing the broader millennial generation’s distrust of traditional financial institutions, HENRYs are interested in digital offerings that provide personalized and accessible data, real-time education, and automated advising strategies.

Interested in learning more about the unique behaviors of HENRY consumers? Download the full report here.


| Research

A Year Filled with Wisdom.

When we launched our Quote to Self project this past February, we were unsure where it would take us, who we would meet and if people would even participate. Asking the question “What advice would you give to your 15-year-old self?” turned into more than we expected. Check out a few highlights from our team:

  • We met a man in Budapest who was reading on a bench by the Danube. When we asked him “The Question,” he thought about it, shook his head and said, “I can’t. That is too big of a question.” We were walking around a nearby park about an hour later when the same man came up to us and said excitedly, “OK, I have an answer now. I would tell myself not to be afraid. Fear is a lie. You can do whatever you want and be whatever you want to be.” We felt honored that he took the time to find us.
  • On a very hot June afternoon, we came across a photographer from California who was visiting Minneapolis. He answered our question in an extremely positive manner: “It will work out, and in the end you’ll get to where you’re trying to go. Crawl before you walk, crawl before you walk.” We laughed with him and had a short conversation. Afterward, he took our photo and we parted ways.
  • In Prague, on the Charles Bridge, we met a Scottish man who now lives and works in Prague. He said he rarely goes to the touristy parts of the city but felt the urge to visit that day. He, like most others we met, was skeptical upon our approach but quickly warmed up. We had a great five- to 10-minute conversation (much longer than most of our interactions), and at the end he said he was so glad he decided to follow his urge to be a tourist that day. His advice: “I trust my 15-year-old self to be the same as my now 50-year-old self. And I wouldn’t try to ask my 50-year-old self to give advice to me because I’m the same man as I was then and the same person. I don’t need to advise me and I couldn’t advise him.”
  • We asked a mother at United Noodle (an Asian marketplace) with two kids under the age of 7 – one in her arms and another at her feet. At first she was flustered by the commotion and our request, but then she paused to think about it and looked at her kids. Her response was a mixture of reflecting on her life and thinking about her kids. It stayed with us because it was such a great dynamic of looking into the past and the future.

Now, that’s just a snippet of what happened in the last 10 months. To see more stories, visit our Quote to Self webpage or our Instagram gallery.

 


| Creative, Culture, Quote to Self Project, Research
 
 

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