The Sandwich Situation—A layered look at the complex lives
of multi-generational caregivers

Over the past several years, marketers have identified a growing consumer segment known as the “sandwich generation”—
those simultaneously taking care of aging parents and young children. But do they understand this population? Do they serve it with relevant messaging, products, and services? Our research suggests that many brands do not.

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From Breakthroughs without Borders—
Generating cross-cultural insights in multinational communities

Cultural Differences: Draw or barrier to online engagement?

C-Suite to Main Street: Bridging the Divide

As marketers, we want to believe that because we’re also consumers, we share many of the same needs and wishes as those who buy and use our products, or at least are in touch with them. And if insight and empathy are important in the best of times, they are critical in periods of economic hardship when our customer connections are most at risk. The study summarized in this report is intended to help you—CMOs, CEOs, and Brand Managers—understand where your lives, experiences, values, concerns, and aspirations do and don’t intersect with those of your customers. We think you’ll be intrigued by some of our findings, and validated by others. But most importantly, we hope that you’ll find the common ground on which you and your customers can undertake the joint effort of rebuilding fresher and stronger relationships.

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