BASTROP, Texas — Robyn Waters, noted trend marketer famous for helping vault the Target retail store chain above its competition, outlined for credit union executives the different ways American consumers hold conflicting opinions at the same time.
She also suggested different approaches the leaders attending CO-OP Financial Services' THINK 09 conference might use to bring that awareness into the products and services that credit unions offer their members.
"I am not a futurist," Waters told the executives. "I am not an expert on financial services and or credit unions. What I can do is alert you to some of the ways American consumers are thinking and feeling and what that might mean to how you market what you do and offer."
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Waters told the meeting that "trends are ways of doing things that make sense for a reason" and that they do not always demand complete consistency from American consumers-in fact they often did not.
She used products to illustrate her points about conflicting trends, such as the way so-called "old fashioned" board games began to become popular, even among young people, just at the point there was a widespread enthusiasm for video games.
"The key is to know your consumer inside and out," she said, "what's important to them and why and not just what's next."
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