American values have evolved and will continue to
evolve. In terms of those values that influence an individual's
relationship with others, Americans remain individualistic.
We have substantially less of a masculine
orientation now than in the past. We also place a greater
value on older persons and diversity.
Values that affect our relationship to our environment
have become somewhat more performanceoriented
and slightly less oriented toward change.
There is a strong and growing value placed on protecting
the natural environment, and we increasingly value
risk taking.Self-oriented values have also undergone change. We
place somewhat less emphasis on hard work as an end
in itself and on sensual gratification, although we tend
to desire immediate gratification considerably more
than has been traditionally true. While religion is important
and is perhaps becoming more so, America remains
a relatively secular culture.
Americans assign a high value to the environment.
Marketers have responded to this concern with green
marketing: (1) developing products whose production,
use, or disposition is less harmful to the environment
than the traditional versions of the product; (2) developing
products that have a positive impact on the environment;
or (3) tying the purchase of a product to an environmental
organization or event.Cause-related marketing is marketing that ties a
company and its products to an issue or cause with the
goal of improving sales and corporate image while providing
benefits to the cause. Companies associate with
causes to create long-term relationships with their customers,
building corporate and brand equity that should
eventually lead to increased sales.
The gay market is estimated at 11 to 16 million
people over the age of 18 with a purchase power of
$610 billion. Many companies view the gay market as
highly attractive and have committed considerable resources
to targeting this market with specific products
and promotional efforts. Supportive internal policies
toward gay employees as well as support for important
gay causes are among the critical factors in approaching
this market.Gender roles have undergone radical changes in the
past 30 years. A fundamental shift has been for the female
role to become more like the traditional male role.
Male roles are also evolving, with men taking on what
have traditionally been considered female tasks. Virtually
all aspects of our society, including marketing activities,
have been affected by these shifts.
