Men more likely to be behind the cart

Observation:  Over the past few years, terms like employment and head-of-household have taken on all new meanings.  For example, consider this recent story from Supermarket News, which suggests that men are more frequently behind the handlebar of a shopping cart.  (Click here to see the full story.)

Implications:   It’s time to divide your target consumer into (at least) two groups:  Those who buy what you sell, and those who actually consume what you sell.  It might not be the same person.  (In a world like that, who makes the decisions, and why?) 

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.