STRESS = CHOCOLATE

After looking at some infographics that were showing the correlation between stress and unemployment I got to thinking. 1. Thats why I have so many headaches and 2. I bet that amount of stress can absolutely be related to brand choices.

No - I did not do any focus groups. Honestly, the last time I did a focus group it involved canned champagne and although I was totally down for buying one the next time I was out and about, apparently the rest of the American public was not. HOWEVER, one that might be interesting is to see if people choose difference brands based on stress levels.

Obviously the amount and type of stress would make a huge difference. But follow me here. If you take a random group of people who have a minimal stress level, but similar tastes and compare it to those who are under high stress levels (same reason for the stress, but same tastes) and see if there purchases stay the same or change- I wonder what we would see? Of course, if unemployment is the stress you will see these people buying cheaper options, but what if they begin to buy different brands?

I THINK: that it would be absolutely important to find this out. Think about it, the whole country is clearly under more stress than normal, and brand managers are altering their brand advertising to be the "solution". ** NEW LOWER PRICES **. Now this is pretty obvious. But what if stress is for another reason, Lets say fear. Will brand managers begin to alter their brands promotion based on their stress as well? Use an underlying "comforting" feeling to their brand to hopefully touch that subconscious trigger that will make them feel "safer" buying the brand? Even if it is just chocolate. I mean this obviously worked for Disney when during the Great Depression they found success in their happy-ending movies.

So, what do you think? I believe that stress is a high factor for brand choices IF and ONLY IF the brand managers really take into key what high stress situations can be affecting their consumers. If a group of consumers is stressed and their possible brand possibilities don't actually provide a solution (obvious or subconsciously) they probably will just go with their instinct for price. But as a smart Brander -- making sure you do your homework and see what is affecting your consumers in order to provide a solution for them could lead to fantastic success.